Defy Rocks Centre Stage In London

Zenith and music producer Swizz Beatz host celebration

Well-known London music venue, The Scotch, rocked to the beat of an on-trend celebration of Zenith’s 21st century DEFY collection, hosted by Zenith in conjunction with Friend of the Brand and DEFY partner, Grammy Award Winning music producer and entrepreneur Swizz Beatz.

Highlighting the Maison’s Defybased collaboration with the multitalented artist, guests were treated to an exclusive event marked by a festive, relaxed atmosphere. DJ Semtex got the party started, before Swizz took to the decks, playing an exclusive set of contemporary tracks that kept the beat throbbing into the early hours of the morning, in the company of celebrities including Nadine Leopold, Tallia Storm, Jack Guinness and Jay Rutland.

The contemporary looks and futuristic DNA of the DEFY models are a perfect match for the collection’s ambassador, known for his eclectic and discerning style choices and his mature appreciation of watchmaking.

Commenting, Zenith CEO Julien Tornare said: “We are delighted to have Swizz Beatz on our team and the partnership is an exciting illustration of what can happen when a key figure on the contemporary musical scene meets a brand committed to writing the future of Swiss watchmaking”.

The first fruits of this collaboration have already created a dynamic and appealing vibe, with the first Defy El Primero 21 six-piece Edition Unique dedicated to Swizz Beatz and presented at the New York launch event in 2017, followed by three new orange-accented limited-edition models were unveiled at Baselworld 2018. Both the bezel and the colourful alligatorcoated straps are inscribed with the music visionary’s favourite inspirational quote: “Never let people tell you what you can’t do, because sky’s not the limit, it’s just the view”. Expect the party to continue, with more projects unfolding as the artist continues to inspire distinctive interpretations of the DEFY collection.