Julien Tornare: Zenith’s Ambition to Penetrate China Market with Its Robust Products and Strategy

The increased focus on its luxury watch business by LVMH Group has undoubtedly been one of the most watched moves in recent years. Among its watch brands portfolio, each with their distinctiveness, manufacturing technology, and upscale positioning, Zenith – the Swiss watch brand born in 1865 with numerous acclaims and awards, possesses the most prestigious heritage, exceptional craftsmanship while maintaining a relatively low profile. Aside from seasoned watch enthusiasts who can appreciate Zenith brand value, the average consumers in China are with very limited knowledge about the brand, even lesser known to the younger generations who are often bombarded by "top-tier" watch brands like Rolex, Jaeger-LeCoultre, and Patek Philippe, brands trending on social media and pop culture.

The LVMH Group seeks to bolster the competitive strength of its watch fleet. With Mainland China once again emerging as the second-largest global market for Swiss timepieces after the United States, given the unexpectedly robust first-quarter GDP growth indicating China's economic resurgence, Zenith has recognized the imperative of transforming its old-fashion market strategy and vigorously engaging in the battle for Chinese consumers.

This late April, following the annual WWG event, President & CEO of Zenith Mr. Julien Tornare, embarked on a visit to China. On April 20th, ConCall conducted an in-depth conversation with Julien Tornare in Shanghai.

ConCall: After appointing Xiao Zhan as the brand ambassador in 2021, Zenith's visibility in the Chinese market saw a significant boost. However, it's undeniable that Zenith still has substantial room for growth in China. In your perspective, what are Zenith's real competitive advantages here?

Julien Tornare: Indeed, we do have considerable room for growth. Our hope is that every Chinese consumer becomes acquainted with Zenith and understands our distinct brand values, rich heritage, and unwavering commitment to product quality. These are the key message we aim to convey to our consumers.

While Mr. Xiao Zhan has helped us establish a more youthful brand image and broader recognition in China, we mustn't overlook the fact that our products remain our core focus. We insist on telling Zenith's story in the most authentic manner possible. For instance, our commitment to using exclusively in-house produced movements is crucial for the brand. Simultaneously, we recognize the changing times, so we've adopted a product strategy that blends tradition with innovation, allowing people to experience the blend of traditional craftsmanship and innovative pioneering spirit.

ConCall: What makes China's market so strategically significant for Zenith?<