Aldo Magada, CEO of Zenith, was at the Royal Automobile Club in London to present the El Primero Chronomaster 1969 Hero Cup on Monday morning. A limited edition of 100 pieces, two of which will be gifted to competitors of the classic rallying competition, it cements the brand’s position in the world of vintage automobiles. We sat down with Mr. Magada to find out just how much the brand is driven by its icon.
Arthur Touchot:
Let’s start by looking back at 2015. Were you satisfied with the end-of-year results?
Aldo Magada:
Our numbers [this year] were actually in single-digit decline, mainly because of Hong Kong. As a place, it’s always been challenging for brands. It used to be our biggest market, but today Japan has overtaken it. Almost 75% of that market [Japan] is local, increasing steadily over the years, and is mainly buying El Primero watches.
AT:
For the second time in 12 months (after the Tour Auto Edition), Zenith is partnering with a classic automobile competition. What about this world attracts you?
AM:
Already when I joined the company, Zenith was partners with Peter Auto, and was present during races throughout continental Europe – at Monza, Paul Ricard, and Dijon – but you can’t talk about classic cars without talking about classic British cars. That’s where the Hero Cup comes in because it hosts one of the best events in the United Kingdom.
AT:
We are inside one of its temples, at the Royal Automobile Club…
AM:
This is a place with substance, and passion. That’s the kind of organization you want to be associated with. People are really crazy about cars [here]. This is the country, which, despite its weather, invented the convertible after all! How do you explain that?
AT:
Once again, you’ve picked the El Primero to celebrate the partnership. Are you not worried that, by using the brand’s icon over and over, you might dilute its iconic status?
AM:
It’s a challenge. You have to be very difficult about the way you handle partnerships. They have to be mutually beneficial. But [flagships] are the best way of connecting with people. Of course, they must evolve.
AT:
They say Patek Philippe is the Rolls Royce of the watchmaking industry? What does that make Zenith?
AM:
It's a bit difficult. I would say, and I'm not letting personal taste dictate, that Zenith would be somewhere between the Land Rover and the Range Rover – iconic, capable of traversing any terrain, but luxurious. Or maybe Jaguar because of the brand’s history. I'm very respectful of what they’re doing over there because they've revived a brand in a way nobody expected.
AT:
Is that your goal with Zenith?
AM:
As a brand, you're supposed to be established after 150 years. You're not really in a position to reinvent yourself. But that doesn’t mean you should rest on your success. To be honest, the industry is currently going through a tough period, but that’s because we [the brands] weren’t finding the right balance between product and price. The customer is changing, and I think Zenith can be an interesting brand for young clients.
AT:
Which three models would you show someone who doesn’t know anything about Zenith?
AM:
The first would definitely be the El Primero – a watch and a movement that is still unique today. The second would be the 6150, and I'm not just saying that because it was a 2015 novelty. Before 1969 and the El Primero, the brand had a lot of three-hand watches, and the 6150 represents that part of our story. The third is the Pilot Type 20 Extra Special Bronze, a watch I choose specifically, because it has an “Elite” automatic movement, and because its material oxidizes and changes based on your location and your way of life. Meaning it is the Zenith that is the most “you.”
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