By Adam Tschorn
Los Angeles Times
The Rolling Stones and Swiss watch brand Zenith recently announced a deal that includes a limited-edition watch, set to hit retail in the fall.
The announcement was made earlier this month while the band was playing Zurich, Switzerland, as part of its 14 on Fire tour.
Although the partnership will include making Zenith a presence on the tour, the most immediately visible manifestation of a cross-merchandising effort is the El Primero Chronomaster 1969 Tribute to the Rolling Stones wristwatch. Plans are for a limited run of 250 of the timepieces, priced at $9,800 each.
Stones fans will immediately notice the band’s red lips and tongue logo emblazoned in the middle of the 12-hour chronograph, just above the 6 o’clock position on the face of the 42 mm in diameter stainless-steel watch case.
Additional details include a sapphire crystal case-back engraved with the same lips and tongue logo along with “The Rolling Stones Edition,” behind which the famed El Primero 4061 movement can be seen doing its thing.
The high-profile partnership is likely to pay dividends for Zenith in heightened awareness of the 149-year-old brand. That’s especially true in the U.S., where the watch-making Zenith is often confused with the consumer-electronics-making company of the same name. But in conversation, you can distinguish the two because the watch-making Zenith is pronounced ZEHN-neth, (rhyming with “Kenneth”).
About the Author
