Really interesting interview with JC Biver on TAG Heuer, Zenith, and the watch industry.
http://en.worldtempus.com/article/i...president-lvmh-group-watches-division-2457686
Regarding TAG Heuer:
I also note that TAG Heuer will have had what is probably the best year of its history.
From 2017 onwards, around 50 people will begin assembling micro- processors in-house. This will be Switzerland’s first ever microprocessor assembly line, located in a white room in TAG Heuer premises in La Chaux- de-Fonds, where ten or so engineers will be responsible for R&D projects on connected objects. On the mechanical watch front, TAG Heuer is planning to overturn 400 years of watchmaking history by delivering a fundamental innovation, notably stemming from the field of metallurgy. This essential technological breakthrough will be a new milestone that will go down in the history books.
Regarding Zenith:
Meanwhile, Zenith has followed the overall industry trend for an obvious reason: the brand is suffering from the same weaknesses as watchmaking in general relating to its excessive dependence on China.
For Zenith, the year will bring the real launch of its partnership with Range Rover, as well as the association with Kevin Spacey who will become the brand ambassador.
I found that last bit quite interesting. Kevin Spacey is well-known IWC fan.
With Jean-Claude Biver taking over the CEO position at Zenith, the question is how the brand will be positioned: will we see a quick and strong return to the classical Zenith that was so heavily based on the El Primero and Elite collections, or will we continue to see new partnerships, limited editions, and more modern styling from the brand.
Here's what Jean-Claude Biver says on the matter: "I am personally taking over interim management [of Zenith]. I want to be more involved and to create greater synergies between the group’s three brands. I’ll be working with the teams to give this brand the lustre it deserves."
While there admittedly are more than three watch brands under the aegis of LVMH, Biver surely is referring to the trifecta of Hublot, TAG Heuer, and Zenith. Greater synergy could mean a lot of things, but we wouldn't be surprised to see heavy reliance on the El Primero, including some new (or resurrected) versions of it featuring new-old complications such as annual calendars, moon phases and, perhaps, even tourbillons.
A synergy also means less competition: as soon as Zenith has started producing ceramic-cased, modern-looking watches this last year, it has admittedly stepped on the toes of TAG Heuer (similar price segment and value proposition now met a comparable modern approach to styling and use of materials). Hence, to create a more harmonious environment, it would make sense to see Hublot remain the high-end modern brand, TAG Heuer be the modern, cool, more affordable, and high-tech manufacture, and Zenith take a solid position as a more dressy, elegant, vintage-themed brand.
New interview at Hodinkee here- https://www.hodinkee.com/articles/jean-claude-biver-explains-zenith-takeover-exclusive-interview
Ouch, sales volume down to 20,000! This site estimated sales at 33,000 units back in 2013, so that's a big fall when most brands have been expanding.
