28 January 2014 | Zenith , 30 minutes on the wrist , Baselworld 2014

Pre-BASEL 2014: ZENITH El Primero 410

Last 22 january, when i went the 7 ^th floor at the Kempiski Hotel in Geneva, i knew i had previewed the pre-Baselworld novelties by ZENITH . The Kempiski Hotel has been the venue where the Geneva Trade Fair has taken place, the fair that sees LVMH brands preview their 2014 upcoming collections. I did, anyway, never thought i would have previewed so many new timepieces:

The first one, by the way, hs been already covered and is, in my opinion, one of the coolest pilot watches ever ( here ), the 2 ^nd one is different, as it reminds of ZENITH 's recent history: we're talking about the new ZENITH El Primero 410 . Both timepieces share common values, not being the star like brand logo, but...authenticity!Get rid of those guerrilla marketing strategies (as aggressive as the product itself is unexcellent); not only do they not represent the ZENITH 's “style statement”, they simply do not need any:

the model's name's the right answer: ZENITH El Primero 410 . No “chrono” naming as El Primero says it all; just scream " 410" and you'll see connoisseurs turn their heads. For calibre El Primero is a milestone in the history of automatic chronograph movements, and this upgraded triple calendar version is renowned as well. I spent some time searching and reading enthusiasts' posts about calibre 410 , from people who bought a calibre 410 or were given one back in the 70's and i found this picture:

Take a look at dial and movement...unchanged!This is what i do like most: ZENITH are back to their roots and are pleasing us with their original three-counter chronograph again. With just a touch of modernity: the stainless steel case has grown to 42mm, a little bit less classical to be honest, but mandatory if you want today widen your customers portfolio. And the alligator strap which sports a triple folding clasp and the inner part made out of cautchouc. Through the transparent case back, you can admire the calibre 410 , the most famous 5Hz automatic chrono movement in the history of watchmaking, with a bi-directional Cotes de Geneve winding rotor to remind you, via a lettering, ZENITH is a true manufacture!

Gaetano C. @Horbiter - Watches & Luxury

TWITTER @Gaetano Cimmino

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