Zenith is reportedly undergoing significant restructuring, including potential job losses and the closure of retail operations until 2029. These measures come amid financial difficulties and a depressed market, with CEO Benoit de Clerck citing a strong Franc, US tariffs, and shrinking Asian and Middle Eastern markets as contributing factors. Despite these challenges, the brand sees potential in its higher-end G.F.J. models, which have appealed to collectors.
- Around 100 jobs at Zenith's Le Locle HQ are at risk, representing about 50% of the workforce.
- An additional 100 international roles may be affected.
- Zenith may discontinue many collections and close retail operations until 2029.
- Brand sales were estimated at 98 million CHF in 2025, down from 138 million CHF in 2023.
Speculation about Zenith's future has been ongoing due to financial difficulties.
Zenith CEO Benoit de Clerck stated that "Every watch brand in our segment is facing a severely depressed market right now."
The G.F.J. models are highlighted as a bright spot in Zenith's current collections, succeeding in the higher-end segment.
The G.F.J. Calibre 135 model evokes the brand's history in chronometric excellence, contrasting with its more known El Primero calibre.
The limited edition G.F.J. model made with Naoya Hida is cited as an example of the appeal of these higher-end pieces to collectors.
Zenith's legacy includes its founding in 1865, success in chronometry competitions, the introduction of the El Primero in 1969, and innovation in high-frequency chronographs.