Zenith El Primero Range Rover Hands-On
October 6, 2016
Last Thursday, Zenith announced a special edition co-branded timepiece with Range Rover, available in two versions, one with a beige strap and the other with a dark blue strap, which we reported on here. And this past Monday, Jean-Claude Biver, (who is the Head of LVMH’s watch division, the interim-CEO of TAG Heuer, and an LVMH board member), travelled from Switzerland, along with Land Rover head of design, Gerry McGovern, to officially launch the new timepiece to New York press. As part of the event, which took place at the New York Edition Hotel, artist, Carlito Dalceggio, painted a number of Range Rover body parts that had been flown in from the London.
During the unveiling, Biver and McGovern, made it clear that this is a long-term partnership. McGovern said that there will be Range Rovers with Zenith clocks on the dashboard but that no specific details are available yet. So, as of right now, the collaboration only includes co-branded Zenith X Range Rover timepiece.
Land Rover uses aluminum, which is inherently lightweight, in some of their vehicle frames and body panels, and so it made sense to use aluminum in the Zenith El Primero Range Rover as well. Jean-Claude Biver noted that the new aluminum-ceramic alloy case was manufactured with help from LVMH-owned Hublot, who is known for creating unique alloys, such a Magic Gold, which like the new aluminum-ceramic alloy, is made in a way to maximize scratch-resistance.
After seeing the timepieces in person, I can safely say that they have been well received. That said, the comment I have heard the most is that people would have liked it better if the text “Range Rover” was on the back but not on the dial at 12 o’clock. Range Rover is, of course, a more well-known brand than Zenith, so the impetus was to gain extra exposure for Zenith. Ultimately, the watch looks elegant in its technically sophisticated 42 mm diameter matte black aluminum-ceramic case, and the combination of the brushed dark gray dial with rhodium-plated hands and hour markers is quite sharp.
Learn more about the Zenith El Primero Range Rover.