Finding a unique positioning for Zenith is the mission accepted almost two years ago by Julien Tornare, when he joined the head of the Swiss watchmaking company belonging to the LVMH group. The CEO defines himself above all as a man of action. Since his appointment in 2017, he has travelled tens of thousands of kilometres around the world, visited 153 sale points, participated in 30 customer and collector dinners… Having worked in the United States and Asia for Vacheron Constantin, belonging to the Richemont group, he has also seen a change in consumer behaviour. In an exclusive interview to Luxus+, he underlined the importance of innovation and interfacing with the end consumer.
Interview by Claire Domergue
How would you describe today’s consumer, especially in China, one of your major markets?
This market has evolved considerably since the end of the “golden goose” area, namely the generation of Chinese people inclined to make reckless purchases – often with government money, before the anti-corruption law. The second generation Chinese customer is looking for a good price-quality ratio with a high perceived value. From now on, Zenith adopts an omnichannel strategy in this major market that affects the new generation with significant purchasing power. Today, the millennial customer studies abroad, he speaks English, he is an international citizen. For our customers, we need to be contemporary and modern. Zenith must therefore be able to embody the 21st century while respecting its own history of 153 years. It is therefore no longer a question of redesigning museum watches, power reserves or moon phases, but of moving towards innovation, the future of watchmaking. […]