Zenith punched above well above its weight in 2020. The smallest of LVMH’s watch brands used size to its advantage during the pandemic, maintaining tempo, agility, momentum and innovation throughout.
CEO Julien Tornare is a new breed of watch boss, hand-picked for the job by Jean-Claude Biver for his youthful energy, sales skills and irrepressible optimism.
While the business is likely to have gained share in a depressed market in 2020, this year could prove to be a breakout thanks to the well-received creation of the Chronomaster Sport and now the unveiling of a genuine superstar brand ambassador in the form of Green Bay Packers quarterback, Super Bowl XLV winner and three-time NFL MVP Aaron Rodgers.
Mr Rodgers might not be a household name on this side of the Atlantic, but there is no questioning the step change in Zenith’s ambitions with his appointment.
It was only this time last year that the brand was announcing ambassadors like Patrick Mouratoglou, whose claim to fame (should you not have heard of him) is that he has been a tennis coach to Serena Williams.
“Aaron Rodgers is undoubtedly a name that will go down in sports history for fundamentally changing the game of football. His focus, determination, and relentless ambition to always outdo himself and lead his team to spectacular victories have made him someone to admire and look up to. Aaron has reached his star, and changed the game while doing it, but remains incredibly humble and charming when he’s off the field. On behalf of Zenith, I’m honored to welcome Aaron Rodgers as our new brand ambassador,” says Mr Tornare.
Mr Rodgers, who will feature in this year’s promotions for the new Chronomaster Sport, sees parallels between football and Swiss watchmaking. “Football is a game of precision. You have to spend time learning and studying. It’s not just running down the field as fast as you can or throwing the balls as far as you can,” he suggests.
“I couldn’t be more thrilled to join Zenith as its ambassador,” he continues. “I love how this brand is always pushing boundaries and literally building the future of watchmaking. What really moved me with Zenith is how they’re always working to inspire young men and women to go out there to reach for the stars and turn their dreams into reality.”