Almost a year into his tenure as CEO, Benoit de Clerck brings a steady hand and deep expertise to ZENITH, guiding the brand toward an exciting future
Major shifts in leadership at watch brands have always garnered a lot of attention, and for those excited about movement at the top and hopeful about the kind of changes that such changes might bring, 2024 certainly didn’t disappoint. Among the many new appointments to top positions happening at the start of the year, one that certainly drew our attention was the Benoit de Clerck as CEO of ZENITH.
The growth of the brand since the last changing of the guard back in 2017 has been nothing short of impressive, thanks in no small part to the strong leadership of former CEO Julien Tornare. So, the new head of ZENITH certainly has his work cut out for him. Of course, de Clerck didn’t get appointed to the position of CEO at a brand of this caliber without an impressive set of credentials of his own, which in this case includes more than a quarter of a century in the watch industry.
DAMAN: Thank you for making the time to answer our questions, Mr. de Clerck. To start, can you give us a brief intro to yourself and a short recap of your journey in the world of watchmaking?
Benoit de Clerck: Thank you for having me. My interest in watchmaking really took off after I studied in Montreal, Canada—a vibrant and multicultural city that sparked my passion for international business. I got my start in the industry with TAG Heuer, where I had the chance to open their office in the Middle East before LVMH acquired the brand. After that, I moved on to Richemont, where I took on several commercial roles, including President of North America for IWC. Then I spent almost three years as the Chief Commercial Officer at Panerai in Geneva. Now, I’m proud to be the CEO of ZENITH, bringing along over 25 years of experience in watchmaking, global business, and connecting with consumers.
DA: What were some of the biggest surprises about ZENITH that you encountered when you first joined the company? And are you still finding out new things about the brand today?
BC: In my first month at ZENITH, I focused on learning as much as possible by talking to our team and exploring every part of our Manufacture in Le Locle. What I discovered was incredible. I knew ZENITH had a rich history, but getting immersed gave me a deeper understanding. I was especially fascinated by the El Primero movement and its unique role in watchmaking. Even after ten months, I’m still learning, and I’m constantly inspired. I’m grateful to our collaborators and partners, whose support has shaped my vision for where I see ZENITH going next.
DA: All in all, how would you best describe ZENITH? What, in your opinion, sets this brand apart from all the other watchmakers out there?
BC: ZENITH truly stands apart by staying true to who we are, celebrating both our craftsmanship and heritage. As the first vertically integrated Swiss watch manufacture, and with the iconic El Primero movement playing a key role in watchmaking history, we have much to be proud of. But what really sets us apart is the genuine passion you feel, especially when visiting the manufacture. While we are always pushing for excellence, we remain warm and grounded. It’s this balance of striving for perfection while staying true to our roots.
DA: We were quite fortunate to have had many chances to chat with Mr. Julien Tornare, and we often touched on the way he injected a “startup spirit” into what was originally a very traditional watchmaking company. Can you tell us a bit about the state of ZENITH when you first took over?
BC: In the past few years, ZENITH has really focused its collection under Julien Tornare’s leadership. This clarity is obvious not just to me and my teams, but also to our retailers and customers. Not many brands can operate with just 120 references! The simplicity of our collection is a real strength; it’s almost like an innovation because it clearly shows our direction. Our products are outstanding, delivering incredible quality and value, thanks to our integrated manufacture and the engineers who are always working to improve our movements. Plus, the agility of our teams adds a start-up vibe to everything we do, letting us adapt and innovate quickly.
DA: One of the more exciting developments from ZENITH in the past few years included opening the manufacture to the public. How is this program doing right now? And do you have any plans for other non-product initiatives at ZENITH for the foreseeable future?
BC: This is an initiative I’m really proud to be part of and carry forward. Our industry can sometimes, for reasons I’ve never understood, create unnecessary distance between brands and customers. That’s something I’ve never agreed with. At ZENITH, we’re all about keeping things warm and welcoming—that “friends and family” spirit is something we care deeply about and is core to our values. Opening the manufacture to the public remains a true asset for ZENITH, and the response has been fantastic. Visitors love getting an insider’s look at our craftsmanship and heritage, which really strengthens their connection to the brand. We’re committed to enhancing this program and making it even more engaging.
DA: How would you describe your own style of leadership for ZENITH?
BC: Well, it’s a bit difficult for me to judge my own leadership style, you’d have to ask my team! But if I had to guess, I’d say it revolves around empowerment and vision. I believe in giving my team the tools, trust and freedom to shine. I see my role as showing the compass and leading the team through a clear vision, guiding us toward our goals while ensuring that everyone has a chance to navigate their own path.
DA: All in all, what are your areas of focus for ZENITH right now? What kind of developments do you want to initiate within the company?
BC: Moving forward, I want to build on this strong foundation by increasing our brand awareness in key markets, expanding our retail network and improving our e-commerce, among other things. I want the world to fall in love with ZENITH, just like I have—and like all of our team has. Even though the industry keeps changing, we’ve stood the test of time by staying true to who we are and building on that with some pretty amazing innovations. With ZENITH’s agility and “can-do” attitude, which has already proven its strength, I’m confident we can achieve a lot together.
DA: From all of the novelties launched throughout 2024, which do you think are the most significant? And which ones are your personal favorites?
BC: The DEFY Collection is special to me because it strikes the perfect balance between modern innovation and staying true to ZENITH’s roots. In 2024, we added three new models to the line, each with its own unique story. The DEFY Skyline Chronograph, for example, builds on the rich history of El Primero chronographs in the DEFY lineup from the 1970s, but with a sharper, more contemporary design. Our team did a great job fitting in the 1/10th of a second El Primero 3600 movement without losing any of the sleek proportions.
Then there’s the DEFY Revival A3648 and DEFY Extreme Diver, which really highlight how ZENITH’s past shapes our future. The A3648 was ahead of its time as a diver’s watch, and we’ve carried that legacy forward with the DEFY Extreme Diver. These pieces really capture ZENITH’s mix of innovation and heritage, which is why they’re my personal favorites.
DA: What can ZENITH fans—and watch enthusiasts in general—look forward to in 2025?
BC: As mentioned earlier, the year 2025 will mark the 160th anniversary of the manufacture. It’s a huge milestone, not just for our brand, but also for all ZENITH enthusiasts and collectors, who we plan to spoil by completely reimagining our most iconic ZENITH movement. Stay tuned…
DA: And for our final question, this is something we like to ask everybody in that works in the industry: If, one day, a friend, acquaintance or family members asks you to bring them to a Zenith boutique and show them what the fuss about the brand is all about, how would you go about doing it? And are there any specific watches you’d show them?
BC: Great question! I’d actually start by taking them to the heart of it all—the manufacture itself. It’s here they’d get a real sense of our history, especially the story of Charles Vermot and the grenier where he famously hid the tools needed to produce the El Primero during the quartz crisis, saving it from disappearing forever. That connection to our heritage runs deep, and I’d make sure they understood how it still drives us today. Of course, I couldn’t leave out the El Primero—it’s not just a watch, it’s a game-changing movement that’s become a symbol of both our history and our constant pursuit of innovation. That blend of legacy and forward-thinking is what makes ZENITH truly unique.