Bruyer at the Zenith boutique in The Exchange TRX in KL. — Photos: AZMAN GHANI/The Star
Having worked with six different CEOs in 19 years and counting, Zenith chief product officer Romain Marieta worked his way up the ranks and still finds his job exciting today.
“Just like the global history of Zenith, we have faced plenty of ups and downs.
“Despite everything, the brand hasn’t changed that much. At the end it is still the hero,” says Morieta,who was born and raised in Le Locle.
His father also worked in the region and owned a dial manufacture.
“I’ve had watches running through my veins since I was a kid,” Marieta quips.
“Surprisingly, I was not that interested in watches until I entered this fantastic world.
“Armed with a Master’s degree in public relations and after a trip around the world, I finally decided on an internship at Zenith in the communication department.
“But I ended up in the product marketing team instead, and fell in love with the brand and watches,” he says.
Morieta remembers very well the first task his boss gave him when he started out back in 2006, which was taking charge of the user manual of the most complicated Zenith timepiece.
“I only had very basic knowledge when it came to watchmaking, so that task was an eye-opener. A whole new world opened up in front of me.”
With 160 years of history behind the brand, there was plenty to glean inspiration from.
“All our archives are still available, an incredible achievement in this industry,” Morieta points out.
“Perpetuating a legacy without recreating what has already been done. Finding the balance and creating bridges between the past, present and future. That is truly inspirational,” he marvels.
The limited-edition 41mm Zenith Defy Skyline in pink, in support of the fight against breast cancer. The proceeds will go to the Susan G. Komen Foundation.
“The LVMH Watch Week is very important for us, especially the watches and jewelry division.
“This year, we wanted to focus on three models – natural evolutions in their own way for our two strategic collections (Defy and Chronomaster).
“The CM Sport Rainbow is the perfect example of how you can elevate your best-selling model to new heights, new segments.
“This is our most iconic piece that we have transformed into a piece of jewelry, but in our own way,” he explains.
Meanwhile, the Defy Skyline Chronograph skeleton is also a natural evolution after having dropped the plain dial version last year.
Now it is available with a true skeletonised movement, visible through an open-worked dial that allows customers to deep-dive into Zenith’s movements.
As a big fan of the Calibre 135 movement and the whole “Era of Chronometry” prizes at Zenith, Morieta admits that he loves the Charles Vermot story because it’s about someone who had the guts and the courage to follow his own convictions, against the odds.
“I love Zenith for its singular history, and the people who work for it,” he exclaims.
Making her own mark
The future of women in horology is marked by increasing influence and visibility across all sectors of the industry.
No longer relegated to peripheral roles, women are actively shaping the direction of watchmaking as brand leaders, artisans and collectors, says Zenith South-East Asia brand director Emilie Bruyer.
“This evolution is driven by a growing recognition of their expertise and a shift towards inclusivity, resulting in more diverse perspectives and innovative designs.”
She says women are demonstrating their capability to excel in every facet of horology.
Furthermore, the rising number of female collectors is transforming market dynamics, prompting brands to cater to a broader range of tastes and preferences.
“As the industry continues to evolve, women are poised to play a crucial role in driving innovation, promoting inclusivity and ensuring the future of horology remains dynamic and vibrant,” says Bruyer.
To mark Zenith’s 160th anniversary, the Pilot Big Date Flyback is presented in a striking monochrome blue version. — Photo: ZENITH
“Here at Zenith, we are proud to be one of the rare watchmaking maisons to have a gender-balanced executive committee, with half of its members being women.
“This is also part of the Group’s values of being inclusive with diversity to strive for excellence,” she says.
Zenith’s strategic approach in South-East Asia involves a multi-faceted plan that balances honouring its rich heritage with embracing modern market trends, Bruyer shares.
“Key elements include elevating retail experiences, strategic partnerships to grow the brand’s visibility within the region, and leveraging on its legacy of precision and innovation.”
By combining these strategies, the brand aims to solidify its presence and cultivate a growing customer base in the region.
For Malaysia, Bruyer says Zenith has committed to elevating consumers’ experience here in Kuala Lumpur with a boutique at The Exchange TRX.
It stands as a testament to the brand’s commitment to bringing Zenith timepieces directly to the Malaysian market.
This significant step is not just about expanding footprint, but deepening the brand’s connection with Malaysian watch enthusiasts.
