Breaking News: Zenith To Make Sweeping Cuts Amidst Brand Repositioning

So on Thursday, news leaked through, I believe, a Swiss newspaper that Benoit addressed the whole Zenith theme.

And in a nutshell, if I summarize it correctly, they need to stop the bleeding.

They can't continue losing money.

This is not a huge secret.

In the watch industry, Zenith has been struggling for decades and they've been taken over forever.

by several companies, many companies, of which one was the Movado Watch Group.

Funnily, ironically enough, a Zenit radio manufacturer once owned Zenit Watch Company as well.

In the last, I think, decade, actually decade plus, it's owned by LVMH and had many rotations of CEOs.

I dare to say that the two most successful ones were Dufour that went to Rolex from Zenith.

Before him was Thierry Nataf.

Thierry Nataf made Zenit very exotic and wild.

And maybe you remember the monstrosities that were the defy extremes with little loops on them and eyelets and crown guards and everything.

Dufour brought it back to the pure essence of classic timepieces.

They fared well.

Then I even lost who was the CEO in between.

Julien Tournard.

Made Zenit reach its old Zenit.

No pun intended.

Ha ha ha.

Which is the highest star in the sky.

He introduced the Kourmos sport that did very well.

He kept price increases at a bare minimum.

So at a certain point, collectors said, hey, it's a lot of bang for your buck.

You could have bought a El Primero 400 between 6,000 to 8,000 euros in VAT.

He kept the Kronermaster Sport below 10k.