![]() Outside of these two capsules, Zenith guides its procurement by hunting for references that illustrate the lineage of new releases. These rare pieces can now embark on a second life using existing resources at the Manufacture, and I’m really excited to share these pieces of history with our customers.” Procurement, Assessment, and Restorationįor the second act, Zenith curated a selection from the 1970s that represents the second generation of El Primero watches and their place in this particular era of watchmaking, the brand’s catalog, and hearts of collectors. We are acquiring historical timepieces from sources who have cherished them for a very long time and allowing others the opportunity to enjoy them. “We are bridging the past with the future by celebrating Zenith’s rich history and the references that have become true icons of watchmaking. “This is an exciting new chapter for Zenith’s legacy, and I’m extremely proud of the teams at the Zenith Manufacture for taking on this initiative,” added Tornare. Related What Is Quiet Luxury and Where Did It Come From? This was an obvious choice for Zenith given the importance of the El Primero in both watchmaking history and the brand’s legacy as the first automatic chronograph in 1969. The ICONS Program launched with a set of four El Primeros from 1969-1972 that served as the first collection. The process begins with Zenith’s “hunters” who are tasked with chasing down iconic references that have been well preserved. Four Significant References That Exude ICON Status Instead, Zenith wanted to curate very specific collections defined by three core attributes that they believe make a watch an icon: it must tell the history of watchmaking, it must resonate within the collector community, and it must mark a significant moment in history for the brand. The goal of the ICONS Program was never to source as many vintage models as possible or corner the pre-owned market. ![]() Related Women Reshaping the Venture Investing Landscape What Is an ICON?īefore Zenith could begin sourcing watches for the program, the brand found it essential to define what an icon is-the term “icon” is not one Zenith uses lightly. Vintage and pre-owned timepieces are a smart investment-if, and only if, they’re restored and maintained properly. From a sustainability perspective alone, vintage and pre-owned beautifully fits into a circular economy. People are finally beginning to recognize the legitimacy of the vintage and pre-owned dealers who have often been overlooked and, more importantly, the value of investing in vintage and pre-owned pieces. The Long Overdue Rise of Vintage and Pre-Owned Watches Thus, turning to the vintage and pre-owned market has been a natural alternative. As a result, many boutiques have been left with countless “for display only” signs on their watches, and waitlists for popular brands and models have mounted to epic proportions. Watches are inherently time-consuming to produce thanks to their intricate mechanics and abundance of decoration and hand finishing, so recouping that lapse in production hasn’t been quick or easy. The boom in the past few years in particular is largely due to the pandemic, which, for many big brands, brought production of new watches to a screeching halt.
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