As portmanteaus go, Zenith’s ‘DreamHers’ must have worked better in a focus group than the real world.
But the intention is clear. Zenith wants women to buy its watches.
Zenith’s CEO Julien Tournare told WATCHPRO earlier this year that the business would be supported and grown on two tent pole collections: Defy and Chronomaster.
Both predominately men’s collections, it begged the question of whether the brand has much to say to women.
Mr Tournare put that question to bed earlier this month at a gathering in Madrid, Spain, he called his Meet the DreamHers where a group of accomplished and outspoken women were presented with a pair of Chronomaster Original models embellished with diamonds and a choice of a multicoloured mother-of-pearl or taupe tri-colour dial.
In reality, the diamonds are clustered on the lugs and relatively discreet, making the 38mm steel watches suitable for women seeking a lavish chronograph or men who appreciate its flamboyance, Zenith says.
Zenith’s signature three-colored subdials are presented in shades of blue and grey mother of pearl in one reference and in tones of taupe-brown in the second piece.
Both dials are set with nine diamonds for hour markers.
The watches use Zenith’s El Primero 3600 Automatic movement and are worn on calfskin leather straps in either light blue or taupe.
They retail for CHF 12,900.