UNVEILING A NEW CHAPTER
Benoit de Clerck paves the way for a new era of expansion at Zenith, highlighting a dedication to upholding the brand’s timeless charm and enduring elegance. By blending sophistication with classic design principles, Zenith stays true to its mission of enchanting aficionados who seek timepieces inspired by the celestial skies
At Watches and Wonders 2024, all eyes were on Zenith’s latest releases: the Defy Extreme Diver and Defy Skyline Chronograph collections, designed for both practicality and visual impact. These additions underscore Zenith’s renowned expertise in mechanical watchmaking, exemplified by the groundbreaking El Primero movement introduced in 1969, a significant leap forward in automatic chronograph technology.
Leading Zenith into the future is the newly-appointed CEO, Benoit de Clerck, whose extensive experience in driving global sales within the luxury watch industry across four continents positions him as an invaluable asset. Originally from Belgium
and having traversed Europe, the Middle East and North America, de Clerck’s journey began at Concordia University in Montreal before he embarked on his career around the world.
From Dubai to Hong Kong and the US, de Clerck has refined his intercultural skills, becoming fluent in multiple languages such as French and English. His extensive comprehension of watchmaking, combined with strategic international business acumen, empowered him to devise successful strategies during his leadership roles as Panerai’s chief commercial officer and IWC’s president of North America.
He reveals to Options his commitment to preserving the Maison’s legacy while embracing forward-thinking concepts, propelling Zenith to the forefront of the future of Swiss watchmaking.
Could you share some insights into your journey from graduating at Concordia University to becoming the CEO of Zenith, as you traverse various continents and cultures along the way?
Going to university in Canada, especially in an international city like Montreal, really opened my eyes to multiculturalism and inspired my career interests and its path. Automatically I became curious by doing business in different regions and [seeing] how it can differ in each. My journey within watchmaking began soon after with Tag Heuer, opening its office in the Middle East before its acquisition by LVMH. Then, I joined Richemont which led me to hold various commercial positions globally, including the president of North America at IWC. I then joined Panerai in Geneva as their chief commercial officer for almost three years before assuming the role as Zenith’s CEO. Throughout my career, I’ve built strong intercultural skills, like learning how to speak several languages. The solid watchmaking expertise, deep knowledge of international business, and ability to connect with consumers I’ve built over 25 years will allow me to tailor strategies to continue building on Zenith’s success of the past few years, elaborate numerous innovations, and expand the brand further globally.
How has your extensive executive experience, spanning over 25 years, prepared you for the role of CEO at Zenith?
Over the past 25 years, I have been fortunate enough to work in five different continents, namely Asia, the Middle East, Europe, and North and South America, within various leadership positions. Gaining this international
perspective at every level of my career has really empowered me to clearly see the potential Zenith has within each key market we are present in, and opportunities we can go further. To work within different environments, especially at an executive level, opens new doors in terms of seeing customer behaviour, competition, and more which we can then use as inspiration to grow this beautiful brand. I have gained so much inspiration from my unique background, and I can’t wait to put these into action at Zenith.
With your background in global sales within the luxury watch market, how do you plan to leverage your expertise to further enhance Zenith’s position in the industry?
What’s so important today is being flexible, but most importantly being adaptable. We must be willing to adapt our strategy in a way that suits the markets we are present in best, which I think is so applicable to Zenith because we really incorporate a personal approach in everything we do. Bringing that personal approach really means understanding the markets we are present in well, which will only help us strengthen our position.
Could you elaborate on the importance of understanding evolving consumer desires, especially in the context of a rapidly changing digital environment, and how you plan to address this at Zenith?
Today we have the privilege of having every piece of information we seek literally at our fingertips instantly, whether that’s by a tap on a digital article or a swipe on Instagram. While this is amazing for everyone, it of course leads to a constant anticipation of “what’s next” and wanting the newest, best thing — or timepiece — reflecting the latest trends. As a result, it pushes us to innovate quicker from both a technical and style perspective. At Zenith, we’re fortunate to have such an agile team, especially being one of the only vertically integrated watch manufactures. We also have a very large collection of historical references, which we use to inform new pieces as well while staying true to our roots. Since day one, I have already been working with the full team at Zenith to think ahead on how to address the latest and future consumer desires. For this, information sharing is key to stay agile, and I am really reinforcing this across all departments. As a result, you can expect some very cool, innovative pieces to be launched very soon.
As someone who has held significant roles in renowned watch brands such as Panerai and IWC, what strategic insights do you intend to bring to Zenith’s future growth and development?
First and foremost, for my first 100 days at Zenith, my objective was to discover every part of this beautiful brand, but also make it a point to listen to the Zenith employees, business partners, collectors and customers. I learned so much this way by active listening rather than intervening. It was also during this period that I realised that my background at IWC and Panerai would allow me to decide what to do, but also what not to do. Each brand has its own unique DNA, no one formula can apply to all. While applying my executive commercial experience from my previous roles, a few strong strategic angles I wish to develop at Zenith are: a) our authenticity as the first vertically integrated Swiss watchmaking manufacture; b) our savoir-faire, and the know-how which has been passed down within our site in Le Locle since 1865; c) the magnificent craftsmanship behind each and every timepiece we produce; and d) reinforcing all of these elements to all our partners, customers and community when we celebrate our 160-year anniversary next year.
Switzerland’s first vertically integrated manufacture, Zenith, has a rich heritage combined with a forward-looking approach. How do you envision balancing these aspects under your leadership?
Even before joining Zenith, I have been so amazed with how rich and unique the brand’s history is, all the way from its founding in 1865.
The El Primero is also a real gift to have since it has played such an important role in watchmaking. On top of our distinctive heritage, the passion of our people really breathes through everything we create lending to a unique DNA. It’s so important for Zenith to keep drawing inspiration from the past, but also focus on innovation. Every employee is really dedicated to this mission, and this is the spirit I plan to continue fostering. We all work together to continuously collaborate to push further. A great example of this is the Defy line, which expresses our history but also writes a brand-new chapter through high-frequency movements, materials and collaborations.
What are some of the key innovations and achievements of Zenith in recent years that you are particularly proud of, and how do you plan to build upon them?
During the past few years, Zenith has really focused its collection, thanks to [former CEO] Julien Tornare. It’s very clear for me and the teams, but even more importantly for our retailers and customers. There aren’t many brands that can run their business on only 120 references, which is something special to celebrate. The clarity of the collection is a fantastic asset, which is an innovation in a sense because it clearly shows where we’re going. The products are excellent, and offer incredible quality and value, which is a testament to a fully integrated manufacture and the engineers working hard to constantly improve our movements. In addition to the current collection and our innovations, the development of our Icons programme is something I’m also proud of, which highlights our history through a curated collection of rare and highly sought-after vintage Zenith watches that have been sourced. Now, I want to build on this strong foundation and product offering by increasing our brand awareness in key markets, developing our retail network and e-commerce, among many other things. Julien did a great job waking up the brand or “sleeping beauty”, now it’s time for the sleeping beauty to get out of bed and start walking!
In your opinion, what sets Zenith apart from other Swiss watchmakers, and how do you intend to capitalise on these unique strengths?
Zenith is so different from other brands, and what really sets us apart from the rest is our rich history, of course, since 1865, as well as our emblematic movement, the El Primero. This has really played such an important role in watchmaking as a whole. At Zenith, we really have an emotion that you can feel, especially when you step into the manufacture. While my ambition is to grow the brand globally by increasing awareness in new markets, I know it is so important to make sure this unique history is woven deeply within this. That way, we can ensure Zenith stays true to its roots and that same emotion is felt by each partner, employee, customer, or anyone that comes to know our brand.
Given your proficiency in multiple languages and your exposure to diverse cultures, how do you believe these skills will contribute to Zenith’s global expansion and brand resonance?
These days, I feel like the world is getting smaller and smaller. Information is circulating so quickly, thanks to the ongoing revolution in technology. It’s our role to embrace it, and I definitely do. While different countries and regions around the world have their specificities and cultures, these are constantly colliding nowadays. I think the advantage I have working in many different places around the world is that I can build complementary strategies for Zenith for each market we are present in, within an overall global frame. I also am committed to cross-learning and sharing across all our teams to enhance global collaboration, although I must say that I’m impressed with the team so far being so cooperative! This way, we can all move together towards a common goal, all while having important learning experiences along the way.
As the CEO of Zenith, what is your vision for the brand’s future, and how do you plan to lead the company towards achieving its objectives in the ever-evolving landscape of Swiss watchmaking?
Each day I spend on Zenith, the more I am inspired and ideas come into my head! Of course, I want to ensure I continue all the amazing work Julien has put into effect for the past few years. He did an incredible job streamlining our collections, innovating, and fostering a wonderful team spirit that can be very clearly felt. The brand has beautiful products, and an incredible story. My vision is to build on this by strengthening brand awareness in key markets, developing our retail network, digitisation through e-commerce, and far more. I want the world to fall in love with Zenith, just as I have and all our collaborators have. Although the industry continues to evolve, we have withstood the test of time by staying true to our unique foundation and building on that through impressive innovation. With Zenith’s agility and can-do mindset that has shown to be very impactful in the past, we can accomplish many things together.