With over 25 years of experience in the luxury watch industry, Benoit de Clerck steps into his role as CEO of Zenith with a deep understanding of global market dynamics and a keen eye for innovation. Known for his strategic expertise and passion for watchmaking, de Clerck has held senior roles at some of the industry’s leading brands, including TAG Heuer and Panerai, where he drove international growth and strengthened brand presence. Since taking the helm of Zenith in January 2024, he has undertaken the challenge of guiding the brand’s legacy of innovation and chronometric excellence into the future. Dive into his vision for the brand in our exclusive interview below.
How do you plan to leverage your wealth of experience to continue to foster growth in new markets for Zenith?
My two decades in the watch industry, working with brands like TAG Heuer, IWC, and Panerai, have given me a solid foundation in understanding both the dynamics of new markets and the diverse needs of customer bases. At Zenith, I’m drawing from these experiences to develop both market-specific and global strategies that highlight our legacy while appealing to today’s collectors. The key is to adapt to each market while staying true to the brand’s DNA, keeping Swiss craftsmanship, innovation, and historical roots at the forefront of everything we do. This begins with a strong grounding in our own history.
My initial months at Zenith were dedicated to understanding every aspect of our Manufacture in Le Locle, from our El Primero movement to our unique approach to craftsmanship, so we can bring this legacy to life in every market. I plan to leverage local partnerships, reinforce our storytelling, and engage new audiences by connecting with what makes Zenith unique, ensuring the brand’s global appeal continues to grow.
Zenith has had a strong run in the past few years under Julien Tornare’s leadership. As you step into this role, what areas of the business are you most focused on expanding or enhancing?
For the past five years, Zenith has established a clear collection that resonates with our teams, retailers, and clients. I see our focused collection, structured around three pillars and limited to only 120 references, as a distinct strength that enables us to deliver high-quality products and clearly define our brand’s direction. This simplicity allows us to honour our heritage while fostering innovation, something our teams consistently bring to every project. I want to keep building on this strong foundation by increasing brand awareness in key markets, expanding our retail network, and enhancing our e-commerce, among other initiatives. I want the world to fall in love with Zenith, just as I have and as our entire team has. Even though the industry keeps evolving, we’ve stood the test of time by staying true to who we are and building on that legacy with remarkable innovations. With Zenith’s agility and “can-do” attitude, which has already proven its strength, I’m confident we can achieve great things together.
Zenith has an incredible archive and rich history. How will the brand’s deep heritage influence your strategy, particularly as you prepare for the 160th anniversary next year?
Our upcoming 160th anniversary is an ideal opportunity to celebrate our incredible heritage. This rich history and in-house manufacturing—we are one of the few watch brands still operating from the same, unchanged building since 1865—are at the heart of who we are, giving us a unique ability to create authentic, timeless watches that resonate with today’s discerning clients. As we approach this milestone, we’ll focus on telling our story and showcasing our extensive archives (spanning more than 1 km!), while continuously pushing the boundaries of watchmaking.
What strategic initiatives or collaborations have you prepared in celebration for Zenith’s 160th anniversary?
We plan to surprise them by completely reimagining our most iconic Zenith movement. We’re working on reviving and modernising this historic calibre, adding a touch of sophistication to the design while upholding our DNA of reliability and timeless elegance. Stay tuned.
With the younger generation showing more interest in Zenith, how does the brand adjust its marketing and product development to cater to a new demographic without alienating traditional collectors?
We aim for timeless elegance in our designs, rather than chasing fleeting trends. Younger collectors today truly value authenticity and craftsmanship, which naturally aligns with our philosophy. We want to connect with this generation by offering pieces that feel fresh yet are rooted in our heritage and expertise. For us, it’s about finding that balance: introducing modern touches to appeal to new collectors without compromising the qualities our longtime clients appreciate. By focusing on enduring design and top-tier quality, we create watches that appeal across generations and offer real, lasting value.
As someone who has led global sales across four continents, how do you plan to navigate the unique challenges of different markets, particularly the Southeast Asian market, while maintaining Zenith’s cohesive global identity?
Southeast Asia is unique in its mix of cultures, tastes, and evolving luxury preferences, so we approach it with tailored strategies that resonate locally. This may include limited-edition designs with specific complications that reflect the market’s distinct sense of style and connection to heritage. This approach allows us to adapt to local expectations without diluting our global message, ultimately appealing to clients who appreciate the brand’s heritage no matter where they are.
Zenith’s use of recycled materials, such as straps made from recycled fishing nets, shows a commitment to sustainability. What are the broader sustainability goals for Zenith moving forward, and how do you plan to incorporate more eco-conscious practices into watchmaking?
I’m really proud of what we’ve accomplished so far, both in terms of our products and at the manufacture. This includes exploring ways to minimise waste, reduce energy consumption, and incorporate more sustainable materials throughout our entire supply chain. Over the past month, we’ve focused on enhancing the sustainability of our packaging by introducing a new eco-friendly watch box, which I’ll be delighted to present to you soon. This step is all about ensuring our products reflect our values and commitment to responsible luxury.
The Zenith Horiz-On initiative, introduced under Julien’s leadership, has made significant strides in sustainability, inclusion, and employee well-being for Zenith. Do you plan to continue and expand these efforts as part of your own vision for the brand’s future?
Absolutely! We plan to continue and expand the Zenith Horiz-On initiative as part of a forward-looking vision for the brand’s future. The strides made over the past few years are critical not only for our brand but for the watchmaking industry as a whole. Additionally, fostering a culture of inclusion and supporting employee well-being will remain a priority, as these drive innovation and success. We aim to deepen these initiatives, ensuring that Zenith not only honours its legacy but also leads the way in responsible luxury.
