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Brand Profiles

Zenith starts up partnership with The Rolling Stones

By Michelle Graff

June 06, 2014

Watch industry veteran Jean-Claude Biver, third from left, with The Rolling Stones--from left, Ronnie Wood, Mick Jagger, Keith Richards and Charlie Watts--and Biver’s son at the group’s June 1 concert in Zurich

Click here to see a photo of Zenith’s first Rolling Stones watch.

New York--LVMH-owned watch brand Zenith just dropped the first limited-edition series of watches it is creating in partnership with The Rolling Stones, who are in the middle of their “14 On Fire” world tour.

According to Zenith, the first watch produced as part of the partnership is a specially outfitted version of the El Primero Chronomaster 1969.

Powered by the El Primero 4061 movement, which is visible through the exhibition caseback, the watch has blue and slate gray chronograph counters at 3 and 6 o’clock, respectively, a copy of the original El Primero model from 1969.

The gray 12-hour counter at 6 o’clock is overlaid with the band’s iconic tongue-and-lips logo, and the tongue also is inscribed on the sapphire crystal of the caseback along with the words “The Rollling Stones Edition.”

Zenith will make 250 of the watches, which will be made available to all Zenith-carrying retailers in the fall. The retail price is $9,800.

The brand said this limited-edition series is the first of a number it will produce in conjunction with the band, which got its start in London in 1962.

Said The Rolling Stones: “We are delighted to be teaming up with such a wonderful brand as Zenith for our ’14 On Fire’ tour.”

Jean-Claude Biver, director of the LVMH Group Watch division, and Tom Bennett, who heads Bravado, the merchandising division of Universal Music Group, announced the partnership on June 1 when the Stones played Letzigrund Stadium in Zurich.

Zenith is one of the watch brands owned by Paris-based luxury goods conglomerate LVMH Moët Hennessy Louis Vuitton, which also owns Hublot and TAG Heuer.

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In April, it was announced that Zenith’s CEO, Jean-Frédéric Dufour, was leaving the brand to head Rolex. By early May, Zenith had chosen a successor, Aldo Magada, who spent the last four years as the international sales and business development director at Breitling. Magada officially begins with the brand on July 1.