WatchAdvisor.com is glad to introduce you a new series of articles aiming at improving your understanding and knowledge of the watch industry. Each week, we will have the pleasure to present in detail a brand and its collections, and in order for you to pick the watch of your dream, we will also provide a selection of our 10 favorite watches. This week, we cover the creator of the famous “El Primero” movements – Zenith!

Zenith in a Nutshell

Founded: 1865 – in Le Locle by Georges Favre-Jacot

Corporate: Member of LVMH

CEO: Julien Tornare (Since 2017)

Revenue: CHF 110’000’000

Price Range: CHF 5’000 – 15’000

Units: 24’000 per year

Employees: + 200

Presence: Worldwide

Collection: Men’s and ladies’

What does the Brand stand for?

Zenith – named after the highest point in the sky. In 1969, the brand reached it by presenting the first ever automatic chronograph movement. Over the years, the “El Primero” has been a benchmark for the brand and for the whole watch industry as well. Even brands such as Rolex used “El Primero” movements, which speaks volumes for the role that Zenith played in the industry. It is also important not to forget all the chronometry prices, over 2’300, that the brand achieved, and the technological advancements that it demonstrated.

If you have ever wondered how the world looks like from the highest point in the sky – Zenith will take you there.

About the Models


The Chronomaster collection, known for its open dials, had a big impact on the success of Zenith. This is especially due to the fact that you can still find the El Primero movements in this collection. The Chronomaster is a timeless watch, sharp and elegant at the same time, a timepiece that will make you remembered all the success the brands has celebrated since its founding.


At first sight, the Defy does not look like a typical Zenith timepiece because of its bold and unique design. However, if you take a closer look to the inside, you will see that it definitely embraces the brand’s philosophy and values. The Defy is a modern timepiece and its sporty design gives a strong character to the collection.


The Elite is the collection that embodies the avant-garde spirit of the brand. When Zenith reintroduced the Elite movement, it decided to use it as a fundamental element for future variations and developments. The Elite is a collection that the brand resurrected in an incredible way, and it came back stronger.


Many people do not know how important Zenith was for the aviation industry. Not only did it create pilot’s watches, but the brand also produced professional instruments for aircraft’s cockpits. Zenith watches always have been reliable, even in 1909, as Louis Blériot was crossing the English Channel wearing a Zenith.

WatchAdvisor’s 10 Favorites

Defy El Primero 21 44mm (Ref. 49.9000.9004/78.R582)

CHF 12’900 (recommended retail price)

Chronomaster El Primero Skeleton 45mm (Ref. 49.2520.400/98.R578)

CHF 10’900 (recommended retail price)

Chronomaster Grande Date Full Open 45mm (Ref. 03.2530.4047/78.M2530)

CHF 11’400 (recommended retail price)

Elite Lady 33mm (Ref. 03.2330.679/11.C714)

CHF 4’900 (recommended retail price)

Elite Chronograph Classic 42mm (Ref. 03.2270.4069/01.C493)

CHF 6’900 (recommended retail price)

CHF 7’900 (recommended retail price)

CHF 5’900 (recommended retail price)

Elite Lady Moonphase 36mm (Ref. 22.2321.692/82.C713)

CHF 15’500 (recommended retail price)

CHF 7’400 (recommended retail price)

CHF 6’900 (recommended retail price)