Is Watch Powerhouse LVMH Planning to Sell Zenith, the Stifled Centre Brand?

The Swiss watchmaker Zenith, nestled in Switzerland’s Neuchâtel mountains since its founding in 1865, is a veritable horological wonder, dissected by time and meticulous craftsmanship. Despite creating timekeepers imbued with the spirit of both vintage nostalgia and audacious modernity, Zenith remains overshadowed by other brands within its parent company LVMH’s roster, like TAG Heuer and Hublot.

Zenith’s technological prowess is evident in their El Primero 5Hz technology and conceptual 15Hz technology, chronometry at the bleeding-edge. Yet, despite its overshadowed brilliance and recent successes in the Chronomaster Sport collection, Zenith has been snubbed in market reviews, failing to rank in the top 20 of Morgan Stanley’s Swiss Watchmaking report. Why? The answer lies in LVMH’s positioning strategy, relegating Zenith to a quandary spot, stuck in the middle between TAG Heuer and Hublot.

The prospect of an independent Zenith calls for reflection and excitement. If LVMH does choose to relinquish its hold on the brand, Zenith’s untapped potential will find space to flourish and finally secure its rightful recognition as a standalone powerhouse in the Swiss watchmaking industry.