Podcast Episode Summary
Geneva Watch Days 2025 — Benoit De Clerck, CEO of Zenith
The Real Time Show
Host: Rob Nudds & Alon Ben Joseph
Guest: Benoit De Clerck (CEO, Zenith)
Recorded: September 5, 2025
Main Theme
The episode centers on Zenith’s experience and approach at Geneva Watch Days 2025, focusing especially on their innovative new collaboration with USM, the iconic Swiss furniture brand. The conversation explores the rationale behind cross-industry partnerships, the brand’s evolving product and movement philosophy, and Zenith’s positioning as a contemporary and heritage-rich watchmaker.
Key Discussion Points and Insights
1. Geneva Watch Days Experience
- Benoit expresses enthusiasm about the unique environment at Geneva Watch Days, praising its atmosphere and diverse interactions with press and collectors.
- “We get to meet a lot of people and we get to… meet with the press as well, in a very chill environment…” – Benoit (00:27)
- This is Zenith’s first official Geneva Watch Days attendance, and the team is “happily surprised” by the positive response.
2. Zenith x USM Collaboration: “Defy Heritage Chronograph” Series
- Origins of the Partnership:
- Collaboration with USM (Swiss modular furniture brand founded nearly simultaneously with Zenith) was “a natural discussion, a very natural approach” due to shared Swiss heritage and manufacturing philosophy. (01:25–05:00)
- Four signature USM colors (Green, Blue, Yellow, Orange) are featured.
- Product Details:
- First-ever Defy with an integrated El Primero 400 chronograph.
- Extremely limited: 60 pieces per color – “because that watch, that Defy watch was created in the 60s.” (01:25)
- Each watch is accompanied by a bespoke USM cube storage box/cabinet, designed to hold up to 12 watches.
- Immediate Reception:
- “Within almost 24 hours… we sold around 25… Between 25 and 30% of the production.” – Benoit (07:10)
- Bundling: Some collectors are buying all four colors as sets, but the overall production remains strictly 60 per color.
Notable Quotes:
- “Who would have ever thought of matching a watch to a bedside table? It's brilliant.” – Rob (05:14)
- “With each watch that we sell, it comes with the USM specially made box or cupboard… it's very, very cool.” – Benoit (04:15)
3. Collaboration Philosophy & Future Partnerships
- Benoit underscores that partnerships must be meaningful and mutually respectful, explicitly rejecting collaborations where one brand dominates.
- “The philosophy of partnership has to come equally at 50, 50. And this is what we have with USM.” (05:52)
- Hints at possible future cross-industry tie-ins, without revealing specifics.
- Host/speculator suggestions: Collaborating with a garment maker or another Swiss design/furniture brand (e.g., Vitra).
- “What I would love to see also is a garment maker, cloth maker, for example… not so much a hypebeast fashion collab, but really the metier, the art of cloth making, for example.” – Ben Joseph (08:51)
4. Zenith’s Dual Identity: Heritage and Innovation
- Discussion of Zenith’s strengths:
- Ability to balance heritage (vintage) with contemporary, innovative watchmaking.
- Vertical integration: Zenith is “truly a manufacture.”
- Brand Positioning:
- Hosts mention Zenith’s value as an entry into high horology: “Zenith becomes like the go-to brand for many people.” – Rob (11:56)
- Fan Perspective:
- “I still think it's undervalued in price. You get a lot of bang for your buck.” – Ben Joseph (11:19)
- “Zenith has literally reached their own star.” – Ben Joseph (09:47)
5. Collection Highlights and CEO’s Favorites
- Benoit’s personal picks:
- Triple Calendar: “It's a perfect watch… which one I like, I like the movement of this. I really like the movement of that watch.” (12:53)
- Pilot Chrono, Ceramic Case: “First day… I picked up my first watch… the pilot chrono, because I like the ceramic one.” (14:10)
- Unique aspects:
- Zenith is the only watch brand allowed to use the name “Pilot”—a registered trademark. (15:02)
- Both hosts and guest lavish praise on the new triple calendar’s value proposition.
- “It could be a one-watch collection because it is sporty, it is elegant, it is low profile, it's very comfortable to wear.” – Rob (15:37)
6. Movement Evolution & Community Reactions
- Addressing controversy: Benoit comments on the community’s reaction to Zenith moving three-hand watches to the El Primero 3600 platform and questions around retiring the Elite calibre.
- “Movements evolve… a perpetual seek of improvement of the movement… I wouldn't say that [the Elite] is retired… it's still part of a pillar of our movement collection.” (17:37)
- Public and collector sentiment is acknowledged—watch enthusiasts pay close attention to movement selection and product positioning.
- Host draws comparison with other industry moves (e.g., Breitling Navitimer three-hander).
- “The three hand El Primero still beats at 36,000. And that makes an El Primero an El Primero.” – Ben Joseph (19:17)
- Benoit’s approach: Continue improving, stay tuned for future developments.
Notable Quotes (with Timestamps)
- “The Geneva watch day is going great… very interesting. We get to meet a lot of people and… the press as well, in a very chill environment.”
— Benoit de Klerk (00:27) - “We decided for 60, because, you know, that Defy watch was created in the 60s.”
— Benoit de Klerk (01:25) - “Who have ever thought of matching a watch to a bedside table? It's brilliant.”
— Rob (05:14) - “The philosophy of partnership has to come equally at 50, 50. And this is what we have with USM.”
— Benoit de Klerk (05:52) - “Zenith has literally reached their own star.”
— Ben Joseph (09:47) - “It's a perfect watch… not too big, it's not too small. It has the day, the moon phase, the months… I really like the movement of that watch.”
— Benoit de Klerk (12:53) - “Zenith is a very, very much an entry point into high end luxury watches.”
— Benoit de Klerk (12:38) - “Zenith is the only watch brand that's allowed to use that [Pilot] name. It's trademark.”
— Ben Joseph (15:02) - “Movements evolve… we are in a perpetual seek of improvement of the movement.”
— Benoit de Klerk (17:37) - “Stay tuned.” (re: future directions)
— Benoit de Klerk (20:24)
Timestamps for Important Segments
- Geneva Watch Days Experience: 00:06–01:09
- USM Collaboration Explanation: 01:25–05:00
- Marketing and Cross-Industry Impact: 05:00–07:03
- Sales Update on Launch: 07:10–07:44
- Future Collaboration Philosophy: 05:47–08:20
- Zenith’s Value & Heritage Conversation: 08:25–12:38
- Collection Highlights & CEO Favorites: 12:38–15:37
- Movement Platform & Community Reactions: 16:58–20:24
Closing Thoughts
The conversation is energetic and full of mutual admiration between hosts and guest. There is a strong focus on Zenith’s deliberate approach to product and partnership, grounded in heritage yet always pushing innovation—reflecting its dual legacy as manufacture and modern luxury brand.
Memorable Ending:
- “Thank you for what you do. What you do is important as well for the industry, so… looking forward to hearing from you and seeing you soon. Keep it up. Keep up the good job.”
— Benoit de Klerk (20:57)
For listeners and Zenith enthusiasts alike, the episode offers insider details, fresh perspectives on collaborative watchmaking, and honest reflections on where the brand is heading next.