#Decode : Timepiece and Style with Benoit de Clerck, CEO Zenith Watches

[00:00:01] Some Watches Tell Time, While Some Watches Mark History

[00:00:07] One such timepiece belonged to Matma Gandhi.

[00:00:11] Known for his punctuality, it is no surprise that amongst his meager price possessions was his silver pocket watch.

[00:00:20] Gifted to him, the pocket watch was an insupportable companion.

[00:00:26] To his great regret, it was stolen from him during a train journey to Kanpur.

[00:00:32] But fortunately the thief was filled with guilt and remorse

[00:00:37] and returned it to him six months later while begging his forgiveness.

[00:00:43] This anecdote about his watch was shared by Gandhi in his journal.

[00:00:49] Have I got you wondering about the brand that this pocket watch was manufactured from?

[00:00:56] Gandhi's pocket watch was manufactured by a watch brand named Zenith.

[00:01:02] When the pocket watch was stolen, Gandhi made an entry in his journal on 28th May 1947

[00:01:12] stating that the pocket watch had a radium disc and functions for an alarm.

[00:01:18] Interestingly, the Zenith pocket watch costed Rs 40 at that time.

[00:01:29] Welcome back to a new episode on Luxe Insider with me your host Anita Khatri.

[00:01:35] This week's episode is about Zenith Timepieces.

[00:01:40] The brand's special history with India you just heard from me.

[00:01:44] But its current business plans for India and the new launches from its Defy collection

[00:01:51] were all shared with me by Benoie the Clerk, CEO of Zenith Watches.

[00:01:58] I have known Benoie for a long time and it felt good sitting down to understand

[00:02:06] how the brand has fared in India as well as his personal style tips to pair timepieces.

[00:02:13] When one thinks of Zenith Watch, first thing that comes to a watch enthusiast's mind

[00:02:19] is El Primero the chronograph icon.

[00:02:22] But this year the novelties were from the Defy collection which were multifunctional timepieces.

[00:02:30] I understood why these are the brand's best sellers

[00:02:35] and if you stick with me on this episode you will know why too.

[00:02:39] Let's begin.

[00:02:40] Thank you first of all Benoie to give us time on Luxe Insider

[00:02:44] and talking about India but before we go to India Zenith this is a new hat that you are wearing.

[00:02:53] Absolutely.

[00:02:55] How does it feel?

[00:02:57] First of all welcome Anita to Zenith, welcome to India, India welcome to Zenith as well.

[00:03:03] You're happy to have you thank you very much.

[00:03:05] Feeling is great you know Zenith is a beautiful brand.

[00:03:07] It's a brand that has a lot of history, a lot of authenticity and it's a very beautiful brand

[00:03:14] supported by a great team, supported by great products and so far so good.

[00:03:19] Your mission?

[00:03:21] My mission is to continue what has been done to improve it to make it better

[00:03:25] but definitely I have no intention to break what has been done in the past.

[00:03:29] What Julien has done in the past is the right formula, the right thing

[00:03:32] and that will follow through and to make sure that we continue the momentum.

[00:03:37] Of course I would add my little touch, my little improvement and all that

[00:03:43] but we will continue on the same way.

[00:03:45] You know we have a strategy, the strategy is right and I'll continue within the same strategy.

[00:03:51] But the given scenario that SwissWatch exports have been the highest last year

[00:03:56] and everybody has really been grateful for the year that it has been.

[00:04:03] Do you feel that this movement which is upward movement continues

[00:04:09] or how do you prepare for the next two years?

[00:04:13] Listen, you know the brand has been doing well.

[00:04:16] This year is a good year as well.

[00:04:19] Of course we all read the newspaper and we know what's going on in the world

[00:04:22] but so far we are in good shape.

[00:04:23] You know the beauty of this unit is that we are strong in the Americas.

[00:04:28] We are strong in Europe and Middle East and you're strong so it's equally proportionate.

[00:04:33] So if one market specifically does not do very well, the other will cover

[00:04:38] and this is what's happening today.

[00:04:40] So in Japan we're doing extremely well, in Southeast Asia we're doing very well.

[00:04:45] India is a very important market for us and it's doing very well as well.

[00:04:49] So is the Middle East.

[00:04:51] Europe you have markets doing better than others.

[00:04:54] This is how it works and very promising Americans as well.

[00:04:58] So do you move towards more of consolidation in terms of having more boutiques

[00:05:04] as an experience for the customers?

[00:05:07] You know the beauty, the way the brand is, we're not a small brand.

[00:05:13] We are big medium, big size.

[00:05:18] We're doing everything every year and at this stage of Zenith we continue to work with partners

[00:05:24] but we will continue to work with the best partners.

[00:05:27] The objective is not to increase our distribution drastically.

[00:05:30] We want to make sure we remain the best and identify the best as well

[00:05:35] in order to continue to develop the brand.

[00:05:37] The partners have been very important for the development of the brand for many years

[00:05:42] and will remain.

[00:05:43] However, given the opportunity and some markets we will continue as well our retail development.

[00:05:50] Retail is important to continue the development of the brand.

[00:05:54] At Zenith we will have and we have the retail working well

[00:05:59] and the partners with wholesale working very well.

[00:06:02] So that's important for example we have 50 boutiques in the world.

[00:06:06] This year we'll be opening 6 or 7 boutiques.

[00:06:09] Oh you would open 6 or 7.

[00:06:10] We will open 6 or 7 and we are closing some boutiques as well that you know the rent

[00:06:16] and different locations.

[00:06:18] We are located in the best malls in the world, in China, in Europe, in France, in Paris for example

[00:06:25] and in Dubai.

[00:06:27] So far so good but we have already retail, we continue to develop that

[00:06:35] and we have wholesale partners with whom we continue because they're important.

[00:06:38] Their business is important for us.

[00:06:40] And for India the same, exactly the same strategy.

[00:06:43] We already worked amongst the best in India.

[00:06:47] We're very happy with the partnership we have in India today.

[00:06:50] There is room for growth absolutely.

[00:06:52] India evolves very fast as you know.

[00:06:55] The market of India is a growing market as well so we will continue to grow with the market.

[00:07:00] For the last 2-3 years we have grown more than the markets in India.

[00:07:04] So we're in good shape and you will probably see 2 or 3 maybe 4 additional POS in India this year.

[00:07:12] Oh nice, very nice.

[00:07:14] Not boutiques but additionally you know good space in the boutiques.

[00:07:17] Okay, good.

[00:07:19] And I have yet to see, I'm admiring your watch which is on your wrist but what is new

[00:07:25] and what is happening as far as 2024 is concerned?

[00:07:29] So watch and wonders is a very important milestone in the watch industry.

[00:07:34] We decided to launch and to present during watch and wonders our core launch

[00:07:41] and we are launching the Defi Skyline chronograph.

[00:07:44] Defi Skyline chronograph?

[00:07:46] Defi Skyline chronograph and this comes in blue and black and white.

[00:07:50] It's a chronograph of course, it's an El Primero you know Zenit is known.

[00:07:54] Zenit were the first one to do the chronograph movement, the first one to create that long time ago in 1969.

[00:08:02] The movement is extremely advanced because it turns in 1 tenth of a second.

[00:08:07] I don't know if you can see the 1 tenth so that means it turns in 1 tenth of a 10th second.

[00:08:13] It does a complete turnaround of the dial.

[00:08:16] It's an open back case.

[00:08:18] The dial has the Zenit star because you know Zenit is all about the star

[00:08:26] and then the beauty in the back is you can see the star.

[00:08:30] And even on top of that you have very easily removable bracelet

[00:08:34] and this you remove the bracelet very easily and you can see the star of the movement behind the El Primero

[00:08:41] and then you can put back the strap like this in a very easy way, very easy way like this.

[00:08:46] And it comes with two straps.

[00:08:49] You have another strap?

[00:08:51] I have another strap which is a green one, I have all the colors you want red, yellow, blue, black.

[00:08:56] It comes along?

[00:08:58] It comes along and as you see it's very easy.

[00:09:00] Today you're wearing wear so that's why I chose the green one.

[00:09:03] The green one because you're wearing green one but if you're wearing...

[00:09:07] This is going along with me back home to India?

[00:09:09] If you wish, if you wish.

[00:09:11] But it might be too big for you though.

[00:09:13] But it might be too big for you.

[00:09:15] It might be too big.

[00:09:17] So this is the launch is the Zenith Defy Chronograph with of course El Primero movement

[00:09:23] and then this is not limited edition but you know the beauty of Zenith, we are limited by production

[00:09:29] so we cannot produce thousands of watches.

[00:09:33] We select certain quantities and then we work on them around that.

[00:09:38] Then depending as well on the demand in during the year we can increase a little bit of quantity

[00:09:45] but not much because there's so much we can produce and as Zenith the demand is much bigger

[00:09:50] so we sell what we produce therefore we have to do it.

[00:09:54] It's a very complicated thing to do to make sure that we produce enough to satisfy the demand of our customers

[00:10:01] but as well to be able to have enough in our boutique as well.

[00:10:05] So this is a very specific formula on that.

[00:10:07] So this is the chronograph Defy Skyline Chronograph.

[00:10:10] Then we decided to re-enact or to revive that model here and this is what we call the Defy Revival.

[00:10:20] So that watch was created in 1969.

[00:10:22] It's a 600 it was supposed to be the most robust watch of the area

[00:10:27] and that's why it was called the safe actually.

[00:10:29] The safe like a safe deposit box very unbreakable.

[00:10:32] They used to strap them on boats and making them you know under extreme condition.

[00:10:37] The owner of the company to test the watches with journalists.

[00:10:43] He used to throw them by the balcony to see how solid is my watch

[00:10:47] and they would go down and check the watch and the watch was very solid.

[00:10:50] So this is where we got inspired to create the divers watch that I will share with you

[00:10:56] but bear with me a couple of details here.

[00:10:59] So this is the new one based on the old one very similar still 600 meter

[00:11:03] and as well with an open back case.

[00:11:07] 600 meter watch waterproof watch with an open back case is very unusual

[00:11:13] but this is a proof of solidity, a proof of quality

[00:11:18] and because quality is very important at Zenith we test our watches at 750 meter.

[00:11:24] We could do them and put 750 but we always keep a margin of quality

[00:11:29] and this is a lot you know in terms of pressure between 600 and 750

[00:11:34] that's a lot of pressure, a lot of pressure on the whole watch.

[00:11:38] From that we derived and we created what we call the divers watch.

[00:11:45] So this is the 1969 version which has now been relaunched as Defy Revival.

[00:11:51] That's exactly it.

[00:11:53] That's 600 meter waterproof exactly.

[00:11:56] This is another version.

[00:11:57] That's another version that's the new version of 2024.

[00:12:02] This is new but this came and was created in 1969.

[00:12:06] And the small anecdotes I'll tell you a small anecdotes it's waterproof 600 meter

[00:12:11] and the 600 meter is 1,969 feet and it was created in 1969.

[00:12:20] So this is the little anecdote and therefore as a result of that

[00:12:23] this is like too colourful you know this is not usual for Zenith.

[00:12:29] This is like a very bright colour.

[00:12:31] It's very bright colour because it's supposed to be very sturdy, very visible

[00:12:35] it's a very tough and robust watch.

[00:12:38] And how many mm is that?

[00:12:40] This is 39 mm.

[00:12:42] 39 mm.

[00:12:44] And therefore we created that one and this is the divers of the salon as well

[00:12:49] so it has all the features and beyond the features of standard divers watch.

[00:12:58] Why? Because first of all you have the helium valve here.

[00:13:04] Secondly this is a ceramic bezel but very specifically and very complicated to do

[00:13:09] is dented so when you dive you have your glove

[00:13:13] you can turn it very easily because it wraps very easily.

[00:13:16] Then secondly the hands are very big so at night or as the water is murky

[00:13:23] you can see exactly if the time and all that.

[00:13:29] The super-light, I don't have a light here, a small light I could show you

[00:13:34] the super-light which is something we'll get it for you.

[00:13:40] And then this is very important let's see.

[00:13:42] I don't know, we'll show you with a better light.

[00:13:47] And again another feature the dial has the star on it.

[00:13:54] It comes with three straps.

[00:13:56] It's a titanium watch so it comes with the titanium strap.

[00:13:59] This is steel?

[00:14:01] This is steel, yeah.

[00:14:03] This is titanium and this one is also steel.

[00:14:06] So this is titanium, it comes with three straps.

[00:14:08] The first strap it comes with the rubber strap.

[00:14:12] The color you want you can have blue, you can have green very easily

[00:14:16] you can put it very easily and remove it.

[00:14:18] This is the first strap.

[00:14:20] The second strap it comes with the metal strap in titanium

[00:14:24] that is very similar to this one.

[00:14:26] The beauty they work on those watches and you can put it like this.

[00:14:30] You can put it like this.

[00:14:32] So when I said watch collector it's exactly.

[00:14:35] And this is a very good feedback we got from the collectors.

[00:14:38] Very interestingly, we have created this is the Merci

[00:14:42] and this is the Super Liminova I was sharing with you.

[00:14:48] So the Super Liminova is on the bezel but as well in the inside of the watch

[00:14:53] and you see you have the big hands so you know exactly where you are.

[00:15:00] Very nice.

[00:15:04] So this is and it's very visible, very visible if the water is murky as well

[00:15:09] and for a diving's watch it has an open back case as well

[00:15:14] and it's waterproof 600 meter.

[00:15:17] Again these watches are tested at 750 which will normally it's already a lot 600

[00:15:23] but we want to make sure that we provide quality to our customers

[00:15:28] and then I was telling you it comes with the third strap

[00:15:31] the third strap is very interesting because it's like a strap,

[00:15:35] a long strap that you use over your wetsuits.

[00:15:37] So it's very easy you strap it like this, you put it on the like this

[00:15:42] there are small hooks that come in and then you can put it on your wetsuits

[00:15:48] but the particularity of that strap is fishnets.

[00:15:52] It's recycled fishnets so we went and we captured old fishnets under the sea

[00:15:57] and we treated them and it's 100% recycled strap

[00:16:02] 100% recycled and this is our share as well because you know CSR is very important for Zenit

[00:16:09] and it's something that we value and cherish in our company

[00:16:12] and this is as well a very interesting strap.

[00:16:17] So this is the DeFi Skyline launch of the Salon.

[00:16:24] Three specific?

[00:16:26] Absolutely, three specific collection the same line of collection because it's all about DeFi

[00:16:29] it's all about DeFi, it's all a streamline and all that

[00:16:34] but we have other things coming that we will not share at this time

[00:16:39] we will continue to share across the year in the next couple of months.

[00:16:44] Wonderful, it's fabulous.

[00:16:47] Yeah so it's doing very well.

[00:16:49] Congratulations.

[00:16:51] Thank you it's doing very well you know we have the response very good beyond our expectations

[00:16:54] you know my first day on Tuesday I was you know I said oh my god how's it gonna go

[00:16:59] at Tuesday two o'clock yeah my first one exactly and first time as a CEO as well

[00:17:06] I was a little bit scared you know the team was already on that and that's noon one o'clock p.m.

[00:17:11] we had that's it we knew it's gonna work and that's it and since then we have not stopped

[00:17:16] that's why I came a bit late today I'm sorry.

[00:17:18] No no it's fabulous.

[00:17:20] Of course it's Zenit but you know the color element is also adding that much on Zenit

[00:17:27] it's it's complimenting absolutely it was always power on the wrist but now you have style and power on the wrist.

[00:17:33] Absolutely and you know it's exactly what you say is very true at Zenit we offer a lot of watch for the money

[00:17:39] you know we offer here an El Pimeiro the first photograph that was created

[00:17:42] you know El Pimeiro has a 2400 chronometry prices prices of chronometry not a lot of brands have this

[00:17:51] and we indeed we offer a lot of watch for the money and this is good for professional or people are getting into the real

[00:17:59] into the real watchmaking and luxury watchmaking this is a very good compromise in terms of quality

[00:18:07] and price but it's not even a compromise it's beyond the compromise because it's it's real quality

[00:18:13] and this is very important having said that Zenit is 159 years old

[00:18:19] tomorrow next year we will celebrate 160 years and this is a very important milestone for the brands

[00:18:26] but that's okay there are few brands at 160 years old thanks God and we're happy with that

[00:18:30] however there are even fewer brands who can celebrate 160 but fewer who remained in their factories

[00:18:39] and adds through to their roots so if you visit the factory and invite you and your team to visit

[00:18:45] and invite you are welcome that's unbelievable it will change your perspective of the brand

[00:18:51] and you will see that in the manufacturer you have walls pieces of wood you have buildings

[00:18:56] that are 160 years old 160 years old and you will see that these these these products

[00:19:05] and these and these these walls around 60 years old and we don't have not a lot of companies have

[00:19:12] have this privilege and you will see that this is where the original despite the wars despite the disaster

[00:19:19] the natural disaster we have remained at the same place and this is very very unusual

[00:19:26] yeah that's true with the experience that you bring on the table I just want to just ask you to share with our men audience

[00:19:34] who want to dress themselves up as a gentleman as what are the do's and don'ts when you style yourself

[00:19:42] with a watch on your wrist like you know today you decided to wear this blue one with the metal strap

[00:19:50] with the blue suit exactly how would you you know give some tips to our listeners and the ones who are watching us

[00:19:59] are you sure you want to ask me there are many other gentlemen in the world that are better than me you know

[00:20:05] I think thank you very much but you know first of all to dress like a gentleman you have to be a gentleman

[00:20:12] that's the first premise that's for me very important and to be a gentleman it's easy to be a gentleman

[00:20:20] but you have to remain a gentleman then of course when I dress I love to change watches

[00:20:25] I like every day I wear a new chance I can do it in my position I'm allowed to change watches

[00:20:32] so I take advantage of my position today to be able yesterday I had a white dial the same one but in white

[00:20:40] the day before was black why because I had a black suit with a black tie so I wore a black one

[00:20:47] and it's always nice to match you know but the particular color you think is a good idea to match

[00:20:52] not only color is important but as well the technicality this watch is 1 tenth of a second so it moves very fast

[00:20:59] people who know about watches and watch they will know it's a zenith and they will know the particularity of the watch

[00:21:05] wow nice zenith 1 tenth of a second and then you engage in a conversation

[00:21:11] I was in a plane on my way to China 3 weeks ago and I was wearing my watch somebody stopped me and said they didn't know who I was

[00:21:19] they said oh you have a nice watch look at mine it's a zenith number X I didn't even know the reference myself

[00:21:25] reference one so it has this and this and this feature so that's why as a zenith you are naturally part of a club

[00:21:32] of a family of a gentleman's club as well because gentlemen you know it's part of something that you're proud of sharing as well

[00:21:39] so this is pretty interesting as well so basically you'll have to pay attention to your watch when you're dressing up

[00:21:46] absolutely absolutely you know it's the only thing we can do otherwise our dress is very boring you know the way we dress is

[00:21:54] so that's the only accessory that we enjoy one of the very few accessories that we enjoy wearing as well

[00:22:00] do you have any favorite go to for when it comes to your suits or favorite fragrance

[00:22:08] you know for my suits given my athletic body I have my suit handmaid's

[00:22:14] ok so are the shirts given you know my athletic body I'm just winking at you but given my umbrella

[00:22:23] you know it's nice to be well dressed you know if you want to be I mean being a gentleman is the personality

[00:22:29] but as well what you express and in an environment like luxury you need to be well dressed as well you know

[00:22:35] and so that's why I have most of my clothes handmade tailor made tailor made

[00:22:41] yeah it's bespoke to my taste and to my shape of my body

[00:22:48] and fragrance

[00:22:51] fragrance it depends on my mood I have three different fragrance

[00:22:56] it depends I have one Chanel blue you know the blue Chanel I have Dior as well Dior man

[00:23:04] I forgot the name of the Dior man and the third one is a very very small go to perfume person

[00:23:12] which I am I buy is very similar to Aqua Diparma you know it's similar to Aqua Diparma

[00:23:20] and it depends on my mood if I'm in a good mood I wear this one if I want to convey

[00:23:25] but my wife knows the difference you know it's my mood based on the perfume

[00:23:29] perfect we wait for you to arrive in India

[00:23:33] I can't wait to be in India I hope to be able this year to be able to come but you know how India is close to my heart

[00:23:39] you know that I have poor a dose in India and I cherish India as well you know it's important and I can't wait to be there

[00:23:47] perfect thank you

[00:23:49] thank you

[00:23:51] that's all from me on this episode I'll be back with a new episode with a roundup of my favorite timepieces

[00:23:58] from this year's edition of what's just and wonders 2024 very soon

[00:24:02] stay tuned but bye for now and don't forget to subscribe to my YouTube channel and follow me on Instagram