I have often heard that during summer, the whole watchmaking world takes a break. This is no longer true for at least two reasons: today, all the brands organize events throughout the year and summer is the only season where we can relax and fully enjoy our passion for watches, while surfing online all day long in search of our favorite new timepiece. Retailing is undergoing a big change too, as they are moving from a traditional in-town business approach to a luxury pop-up store format, by opening temporary shops in the most glamorous summer holidays destinations.

Zenith has applied this rule to the letter: if you’re heading to Porto Cervo this summer and until September 8^th – I was lucky enough to spend my holidays in Costa Smeralda this summer – you will discover that the brand behind the most famous automatic in-house chronograph in the history of watchmaking, has built a pop-up store located just in the middle of the waterfront, with the involvement of Rosas Goiellerie, an official retailer of the brand and a historical Sardinian watches and jewelry shop based in Olbia.

This boutique actually celebrates the arrival of an (extremely) limited edition of the widely acclaimed Zenith Defy El Primero 21 which is named after Porto Cervo and is called Zenith Defy El Primero 21 Porto Cervo Limited Edition.

The Zenith Defy El Primero 21 is an automatic chronograph equipped with a double escapement: the first oscillates at 5Hz and regulates the time measurement, while the latter is running instead at 50Hz (360.000vph!) and operates the chronograph. All in all, it’s an extremely refined automatic chronograph.

The Zenith Defy El Primero 21 Porto Cervo Limited Edition is equipped with Zenith Caliber 9004 which is Time Lab certified, but it has some specific features that make it very exclusive, like its very limted run of just 25 pieces: the 44mm wide titanium case with white ceramic bezel and white rubber strap with blue alligator lining reminds me of the Zenith Defy El Primero 21 Mykonos Edition.

If you’re spending your holidays in Costa Smeralda, make sure you pay a visit to Porto Cervo and its fully renovated waterfront that houses, just in front of the Zenith boutique, the Maserati‘s and BMW‘s temporary shops (a splendid new BMW M5 is on display) too. If you equally love watches and sportscars as I do, this is a chance not to be missed.

(Photo credit: Zenith Watches)

Gaetano Cimmino @Horbiter®