De Clerck feels watches are far more emotional than technical. — Photos: ZENITH
Beyond watchmaking, Zenith offers a deep, authentic connection to its origins.
It is one of the very few brands that have remained in the same place where it began in Le Locle, Switzerland, since 1865.
That continuity is not just symbolic, it is the foundation of the brand’s identity.
What sets it apart is its ability to unite heritage, innovation and integrity in everything it does.
Each timepiece tells a story, not just about its design or mechanics, but its legacy of excellence that’s been consistently built over more than a century. That kind of authenticity can’t be replicated.
Watches are far more emotional than technical, says Zenith CEO Benoit de Clerck.
“A watch isn’t just about telling time; it marks a moment, a memory, a feeling.
“That depth of connection still surprises me, even after 20 years in the industry,” he says.
Two decades in the watch industry has surely given de Clerck a solid foundation in understanding the dynamics of international markets and the nuances of diverse customer expectations.
“At Zenith, I’m building on that background to shape strategies that are both globally consistent and locally relevant, highlighting our rich heritage while speaking to the mindset of today’s collectors,” he says.
This year marks Zenith’s 160th anniversary, a major milestone that’s as much about looking ahead as it is about honouring where the brand comes from.
“Rather than just unveiling new pieces, we wanted to take people back to the origin of the Manufacture, to the values and vision that shaped our identity.”
Inside the Zenith boutique at The Exchange TRX.
At the heart of the celebration is the launch of the GFJ, a limited series of 160 pieces.
With its platinum case and lapis-lazuli dial, it’s a tribute to Zenith’s founder, Georges Favre-Jacot, and the beginning of a new collection that carries his intention of creating “the perfect watch”.
“Inside, we’ve brought back the legendary Calibre 135, the most awarded movement in chronometry history, and reworked it with today’s standards: improved performance and a 72-hour power reserve,” says de Clerck.
“It’s a statement of who we are, rooted in excellence, driven by innovation.
“For me, this anniversary isn’t about nostalgia, it’s about momentum,” he highlights.
“We’re carrying forward a legacy of innovation and craftsmanship with the same drive that has defined Zenith since day one and using it to shape what comes next.
“We celebrate more than just the watches; it’s about honouring the people who have shaped our story.
“These are individuals who, through conviction and courage, sometimes chose to go against the current to protect what mattered most,” he adds.
“Charles Vermot is a perfect example. In the midst of the quartz crisis, he made the bold decision to secretly safeguard the tools and plans for the El Primero movement when others were ready to abandon it.
“Thanks to him, that beating heart of Zenith not only survived, but came back even stronger.”
De Clerck says the brand has established a clear collection that resonates with its teams, retailers and clients.
“I see our focused four pillars collection of only 120 references as a distinct strength that has enabled us to deliver high-quality timepieces, and clearly defined our brand’s direction.
Morieta was born and raised in Le Locle.“This simplicity has helped us to honour our heritage; this is something our teams consistently bring to every project,” he says.
“I want to keep building on this strong foundation by increasing brand awareness in key markets, expanding our retail network and improving e-commerce, among other things.
“I want the world to fall in love with Zenith, just like I have.
“Even though the industry keeps changing, we’ve stood the test of time by staying true to who we are and building on that with amazing new products.
“With Zenith’s agility and ‘can-do’ attitude which has already proven its strength, I’m confident we can achieve a lot together,” de Clerck declares.
Since taking over the helm of Zenith in 2024, he shares that true understanding of the brand comes from full immersion.
It’s not just about knowing what a brand produces, but how and why it’s made that way, he notes.
“When you spend real time inside the Manufacture, you begin to see the unspoken rules, the heritage that influences everyday decisions, and have a deeper identity of the brand.
“What genuinely surprised me, and many others as well, is the level of authenticity at Zenith and the lasting impact left by generations of people who have worked here.
“This isn’t just a brand with a history, it’s a brand that people truly believe in. There’s a real sense of pride and belonging across the teams.
“That kind of culture can’t be manufactured, it’s something built over generations.”
The key to staying relevant in this day and age is to be “agile and market-aware, while staying true to who we are.”
That means, de Clerck elaborates, putting its Swiss craftsmanship, culture of innovation and historical roots at the centre of everything they do.
“From the start, I had made it a priority to immerse myself in our four Manufactures in Le Locle, diving deep into our movements, our savoir-faire and the details that define Zenith.
“In the end, time is our most precious resource.
“But I believe that balance is key, time well-spent is time that creates impact, whether in business or in personal life,” concludes de Clerck.
