Cover Benoit de Clerck, CEO of Zenith
Benoit de Clerck, CEO of Zenith
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Zenith’s new CEO is banking on the Swiss manufacture’s authenticity as a high-end watchmaker
Benoit de Clerck, the CEO of Zenith, has always been fascinated with watches and their craftsmanship. “My first salary as a working adult, I bought a camera. When I got my second salary, I bought an IWC Pilot watch—my first good ‘big boy’ watch,” he enthuses.
De Clerck is in town for the opening of the Zenith boutique in The Exchange TRX in Kuala Lumpur, the Swiss brand’s first standalone brick-and-mortar in Malaysia. The boutique is operated in partnership with Swiss Watch.
Promising to deliver an immersive experience into its universe, Zenith's four-pointed stars, an emblematic feature for the Defy Skyline timepieces, are prominently integrated into the facade. A Story Bar offers a quick lesson in its history since its founding in 1865, something that De Clerck is relying on to move the brand forward. There is also a small private lounge to peruse the precious wares discreetly.
“The boutique increases the visibility and accessibility of Zenith and allows Malaysian watch enthusiasts to connect more closely to the authentic spirit of the brand,” de Clerck says.
Read more: How CEO Julien Tornare made Zenith relevant again
The first Zenith boutique in Malaysia opened in The Exchange TRX mall in Kuala Lumpur
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De Clerck has big shoes to fill. His predecessor Julien Tornare, who was CEO from 2017 to 2023, was credited for rejuvenating Zenith, revamping its product mix, catapulting it into the social media age, and delivering its best performance since LVMH acquired the brand in 1999.
Ahead of the boutique opening, de Clerck sat down with Tatler GMT to share personal insights and his vision for the future of Zenith.
Above Benoit de Clerck
Benoit de Clerck
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Your first watch was an IWC and then you went to work for IWC. What was your experience like?
I started working in the watch industry 25 years ago, 23 of which were with Richemont (which owns IWC Schaffhausen). The most valuable I learned was humility, that it was better to listen more than to talk more.
You’ve also worked for Tag Heuer and Panerai. Of all the brands you’ve worked for, which has the greatest impact on you?
All of them because every day was a new day. Professionally, I led TAG Heuer in the Middle East in 1999, before spearheading IWC’s global expansion, establishing boutiques across America and China. Each brand presented its own unique challenges and invaluable lessons.
What thoughts crossed your mind when you heard you were moving to Zenith as CEO?
I felt blessed because the brand is so beautiful. It’s neither a huge nor a small brand so everything you do will have a noticeable, almost immediate impact. That‘s what I like.
See also: America’s Cup 2024: The best new watches
Where do you think Zenith stands out?
Zenith is known for precision (timekeeping). We’re fortunate to have El Primero movement but that is not all Zenith is about. Zenith is about innovation, design, and heritage. It has so many parameters to grow. The brand definitely has good momentum.
How do you plan to keep the momentum going?
I want to capitalise on its heritage and authenticity. We have watchmakers who stayed with us for 30, 40 years. That speaks a lot about what the authenticity of the brand. We just bid farewell to one of our employees who had been with Zenith continuously for 40 years. She said she never worked for another brand due to her deep connection with the company and its people.
Above Former Zenith CEO Julien Tornare is now the CEO of Hublot
Former Zenith CEO Julien Tornare is now the CEO of Hublot
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What advice did Julien Tornare give you?
Julien epitomises professionalism. The way I see it, he woke up a sleeping beauty. Now it is my, and my team’s, mission to take it to the next level.
What are the challenges in luxury watchmaking today?
The challenge is ensuring that we properly convey the message of Zenith and all that it represents.
Above A new release, the Zenith Defy Skyline Tourbillon Felipe Pantone features a tinted sapphire dial with moiré visual effect synonymous with Pantone’s artwork
A new release, the Zenith Defy Skyline Tourbillon Felipe Pantone features a tinted sapphire dial with moiré visual effect synonymous with Pantone’s artwork
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What can we expect next from Zenith?
Zenith is celebrating its 160th anniversary next year. We have exciting developments in the pipeline, projects that we have been working on for years.
What gets you up in the morning?
The chance to do better. I'm driven by objectives and KPIs. I like numbers, which explains why I’m precise in my goals; I know exactly where I’m going. It’s important to have a sense of accomplishment.
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
