Chapter 2: 2016
Almost half a century after debuting their respective product lines that would become legendary, Zenith and Land Rover announced the start of a long-term partnership. “The match between our two brands is very strong,” Aldo Magada, president and CEO of Zenith, points out. “Zenith and Range Rover are both pioneers in our respective industries, and we both create unique, innovative products. Through timeless design, both brands express authentic luxury. The Zenith team is very excited to start this longterm partnership with Range Rover, another superb brand and kindred spirit.”
To celebrate this momentous event, a special timepiece was designed: the El Primero Range Rover special edition chronograph. Both Zenith and Land Rover wanted to do more than simply slapping the brand name of the latter on a thematic watch created by the former. “The Zenith El Primero is one of the most distinctive watch designs ever produced, in my view,” says Gerry McGovern, Land Rover’s chief design officer. “Therefore it has been imperative to honor and respect this iconic design. It had to remain unmistakably an El Primero, but allude to Range Rover’s DNA.”
Of course, the launch event for the watch—and the inauguration of the partnership—was appropriately exciting, lively and, yes, a bit emotional. More than 200 guests including VIPs, brand ambassadors, distributors and members of the press, gathered on the evening of September 29 at Les Pavillons des Etangs, a charming estate in the heart of the Bois de Boulogne public park and just a stone’s throw away from the Louis Vuitton Foundation (an art museum and cultural center sponsored by LVMH, which acquired Zenith back in 1999).
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