Elite Traveler Summer 2020

elite traveler SUMMER 2020 49

From left Zenith Defy Classic Midnight watch, $10,700, Cellini Jewelers in New York, +1 212 888 0505; Julien Tornare

the ground up, creating a totally feminine timepiece. “Reaching women has been one of my key strategies from the outset. We need to offer something timeless to appeal to more women,” says Tornare. Interchangeable straps are a key design element in the Defy Midnight watch, which offers not only a bracelet but also three different colored, coordinating straps. “We had a nice women’s watch market 20 years ago, and it is time to regain that foothold with something contemporary and versatile for today’s women.” For Tornare, one of the toughest challenges has been finding the right blend of past, present and future — without losing the brand codes. One element that has held a prominent place on the dials — and as its logo since the early 20th century — is the five-pointed star. This year, Tornare opted to incorporate that star into the brand philosophy: Time to Reach Your Star. “Each of us has a star, a point that we want to reach in our lives,” says Tornare earnestly. “Reaching your star is like making a dream come true.” According to Tornare, today’s consumers — who can find all of the information they want in just a few clicks — are looking for experiences and products with a rich history and contemporary appeal. “The young generation cares about what they buy. They want to understand the watch, what’s inside and the history behind it,” says Tornare. “They also want truth and genuineness. This is the message I want to convey at Zenith.”

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