March’s brand of the month: Zenith

Zenith: Precision in Motion, Legacy in the Making

For March's Brand of the Month, we recognize Zenith—a name that stands not only for horological innovation but also for bold ambition and Swiss excellence. Whether crafting the first automatic chronograph movement or embracing vintage racing spirit, Zenith has earned its place among the elite by always aiming higher.

Rooted in Innovation

Founded in 1865 by Georges Favre-Jacot in Le Locle, Switzerland, Zenith was one of the first watch manufacturers to integrate all aspects of watch production under one roof. This groundbreaking approach created the foundation for precision and consistency that still defines the brand today.

Zenith's guiding star—the inspiration for its name—symbolizes the highest point in the sky, a fitting metaphor for a watchmaker with sky-high standards. The brand's commitment to in-house production and mechanical excellence has been unwavering for more than 150 years.

El Primero: A Revolution on the Wrist

In 1969, Zenith changed the game with the launch of the El Primero—the world’s first high-frequency automatic chronograph movement. Beating at 36,000 vibrations per hour, it allowed for timing accuracy to 1/10th of a second, setting a new benchmark for mechanical chronographs.

The El Primero’s legacy is cemented not only in its performance but in its cultural significance. It powered the iconic Rolex Daytona for a time and continues to be the heartbeat of Zenith’s most celebrated collections today.

Speed, Style, and Spirit

Zenith has always embraced adventure, particularly in the realm of motorsport. From its Chronomaster Sport to its collaborations with classic car rallies and endurance races, Zenith channels the precision and energy of high-speed competition into its timepieces.

Yet the brand also pays homage to its past with the Heritage collection, reviving vintage references that recall mid-century elegance and utility. From the cockpit to the track, Zenith watches combine style with function in equal measure.

Why Zenith Deserves the Spotlight

In March, we honor Zenith for staying true to its founding principles while continuing to innovate for the future. The El Primero remains a benchmark of horological achievement, while modern iterations of the Chronomaster and Defy collections showcase cutting-edge design and materials.

Zenith doesn’t just keep time; it races alongside it, proving that true precision is as much about momentum as mechanics.

Captain’s Take: An Aviation Perspective

Zenith has always flown under the radar, but those who know, know. As a pilot, I admire the high-beat accuracy of the El Primero movement and the clarity of its dials. These aren’t just showpieces—they’re mission-ready instruments that reflect a deep understanding of form and function. In the cockpit or on the road, Zenith delivers performance you can trust.

#ZenithWatches #LuxuryWatches #NextLvlTimepieces #MissionReady