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Zenith CEO goes against the grain for greater gain

He is also revamping Zenith's website and plans to shrink the physical distribution network by as much as 30%

''If we don't want to become a museum industry, we need to evolve. Zenith is lacking brand awareness, is perceived as a bit dusty, a bit old-fashioned.'' - Julien Tornare, Zenith CEO


A DUSTY attic at the Zenith watch factory in Switzerland bears witness to the company's near-death experience and rebirth. Four decades ago, a gutsy foreman hid the dies and punches used to shape the myriad tiny parts that make up a mechanical timepiece, defying orders from the US...