Interview with Julien Tornare, CEO of Zenith

How do you see the impact of COVID-19 on the watch market?

COVID-19 has had a relatively short-term impact. It has accelerated the transformation and digitalisation. It forced us to improve a lot of things.

How do you see the future of traditional watch brands in a hyper-connected world?

I can see that. Everything is moving very fast. Mechanical watchmaking represents a history, a heritage, a legacy. Nowadays, we want objects that last, we think long-term and there is also an attachment to concrete things. Watchmaking marks time, and emotion is important.

With the presence of smart watches, do you foresee changes in consumption patterns in the watchmaking industry?

Not fundamentally, because those who are interested in watches will remain so. The entry level may be impacted given its price segmentation, but not the high-end. Smart watches are not emotional and are obsolete, whereas traditional watches have a personality and a story.

What are the particular elements that characterise your brand and that your customers particularly value?

The brand is first of all a heritage and a rich history. Then, it is authenticity, because our watches are truly 100% Zenith. Finally, it is creativity and innovation on all levels.

Do you see smart watches as a threat to your brand?

No, not at all, they are other objects.

Do you plan to offer a smart model in the future and why?

No. We are already making disruptions in the field, for example in the choice of materials.

In your opinion, what would be the reasons for offering, or not offering, smart watches for a traditional watch brand?

When discussing this topic, it is important to consider the price segment of the brand. This would reach a typical young customer where tradition is less important.

What do you think of non-technological innovation in terms of competitiveness for the Swiss watch industry? In other words, is innovation based on aspects other than technology interesting to you?

People who have lived through the Quartz crisis will argue that, in the end, Swiss values remain very strong for the sector.

What do you think about the role of customer experience in the marketing strategies of traditional watch brands?

This is a key role. We don't buy a mechanical watch for the sake of it, but to feel emotions. For my part, I invest as much as I can to surprise and give the brand's customers an unforgettable experience, and I sometimes go so far as to meet them personally.

What do you think of hybrid watches?

Mixing technology with tradition creates innovation.