Zenith Is in Trouble. Who’s Next? — Staff CUTS, Price INCREASES

Zenith’s proposed job cuts and move upmarket raise serious questions about the future of Swiss luxury watches. How did the LVMH-owned maker of the legendary El Primero get here—and can making fewer, more expensive watches really save it? In this video, I explore Zenith’s restructuring plans, the pressures facing its manufacture in Le Locle, and the difficult gap between enthusiast admiration and actual watch sales. From the Chronomaster and Defy to the high-end G.F.J. Calibre 135, Zenith has extraordinary watchmaking credentials. But heritage alone doesn’t guarantee customers at the asking price. We look at pricing, competition, manufacturing capacity and weaker demand, alongside reported pressures at fellow LVMH watch brands TAG Heuer and Hublot. Could Zenith be a warning for other Swiss watchmakers pursuing fewer, wealthier buyers—and where does that leave everyday watch enthusiasts? This is a sad story about a storied manufacture and the people behind its watches. I want Zenith to survive. The question is what kind of Zenith will emerge—and whether collectors will still feel connected to it. Would you buy a Zenith at today’s prices? And would you rather see a tighter core collection or a future focused on exclusive high-end watchmaking? Share your thoughts below. Subscribe to Britt Pearce for watch reviews, watch news and honest conversations about luxury watches and collecting. Reporting discussed concerns proposed job cuts and restructuring under consultation at th