Zenith pushes larger family of Defy El Primero models as key commercial platform for 2018

ZENITH – Defy El Primero 21 Black Ceramic – 49.9000.9004_78.R782

Jean-Claude Biver, CEO of TAG Heuer and president of LVMH Watch Division, re-booted Zenith at Baselworld last year with the introduction of the Defy El Primero, a watch that signaled the brand’s determination to be the horological leader of the LVMH stable.

The single watch from Baselworld 2017, the Defy El Primero 21, will become a broad family this year. They will use the El Primero automatic movement with a chronograph capable of measuring hundredths of a second.

On a boat moored on Lake Geneva this week, Zenith unveiled several 44mm Defy El Primero models, and also could not resist giving a sneak peek at a smaller and slimmer 41mm model that will be officially unveiled at Baselworld.

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Models with exposed movement dials were revealed in black ceramic cases and bracelets, brushed titanium cases with blue rubber straps, rose gold case and bracelet, matching brushed titanium cases and bracelets on a closed dial edition, and even a diamond-studded version.

Prices range from CHF 10,900 to CHF 42,900 in rose gold.

Production of the Defy El Primero will be ramped up to around 4000 pieces per year by Zenith, almost a quarter of the total production this year.


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Rob Corder

The author Rob Corder