Julien Tornare Named New CEO Of Zenith Watches

Julien Tornare Named New CEO Of Zenith Watches

Julien Tornare Named New CEO Of Zenith Watches Watch Industry News

Head of Watchmaking at LVMH Jean-Claude Biver has named Julien Tornare as his pick for the role of CEO at Zenith Watches. Earlier this year, Biver announced that Aldo Magada had resigned and that he would himself take over as the interim CEO of Zenith. Back then, Biver said that he hoped to appoint a new CEO for Zenith within six months. And after his interim CEO position at TAG Heuer seemed to be becoming indefinite, it wasn't clear just how much Mr. Biver intended to take on in addition to his vague but regal title at LVMH. But now, just three months later, we have our man to run Zenith.

Julien Tornare Named New CEO Of Zenith Watches Watch Industry News

Julien Tornare has been in the watch industry for nearly two decades and has spent the last 17 years at Vacheron Constantin, where there have also been recent management changes along with other Richemont brands. Mr. Tornare started at Vacheron Constantin as the market head for Switzerland, and his last post at the brand was Managing Director for Asia-Pacific, where he helped grow the number of boutiques in the region from 3 to 13.

Julien Tornare Named New CEO Of Zenith Watches Watch Industry News

Tornare will face an uphill task at Zenith, where turnover and profits have been declining non-stop since 2014, as we have seen as a trend across the industry with each major Swiss group scrambling to react in their own ways to difficult market conditions. The outspoken Biver is not known to be an exceptionally patient man, and regarding Magada’s departure at Zenith earlier this year, he said that he had lost “a certain confidence” in the ability of the managing team, which led to strained relations.

Julien Tornare Named New CEO Of Zenith Watches Watch Industry News

Industry-watchers agreed with Biver that Zenith had stagnated and failed to live up to its potential in recent years. At Baselworld this year, we named the Zenith Defy El Primero 21 one of our "top 10" watches of the show, and took it as a sign of the brand's refresh and possible Biverian direction going forward. It still remains to be seen, however, how the brand will evolve under Tornare and Biver's leadership and what kind of watches we can look forward.

Julien Tornare Named New CEO Of Zenith Watches Watch Industry News
Zenith Defy El Primero 21

Tornare will report directly to Biver and, according to a press release from the brand, will be focusing on the “renewal of Zenith” as well as the development of its markets and marketing activities. Zenith is a brand with a rich history and it will be interesting to see if and how Tornare and Biver will be able to seize upon all that potential. zenith-watches.com

  • IG
    • DanW94

      That’s how you run a f*%king watch company!!!!

    • Lincolnshire Poacher

      Whys he got a huge right hand? Where’s the rest of that girl on the right, she doesn’t exist below the shoulder blade? That girl in the middle, well, she’s got a tiny tiny teeny weeny head, like little female gnome.

  • DanW94

    Crisp white shirt, smart suit and haircut along with what looks like a Zenith Elite 6150 already on the wrist. He’ll do fine….

    • IG

      He won’t last long with this boy scout vibe.

    • simon

      Actually, that is an old picture of Julien, and he is wearing a VC patrimony in platinum in that picture.

      • DanW94

        Thanks! I stand corrected. Great eye….

  • TrevorXM

    Well, Vacheron has been great in recent years in my opinion, so he does come in strong. Though I don’t know what part he played in the winners they’ve been producing.

  • Wow the meaning of “interim” must have greatly changed. Now it appears to be a period less than “forever”. Sarcasm aside, this sounds like a good move now that Biver has set a course of change for Zenith and appears to have confidence in Tonare to continue to execute it.

    • IG

      So what’s next for Biver? Even more cheese?

  • SuperStrapper

    Just please don’t fuck up the Zenith aesthetic I so dearly love.

    • Lincolnshire Poacher

      What endlessly co-branded watches, and aspirational brand-ambassadors? Seriously?…. Haha

      • SuperStrapper

        I actually think it’s really shitty that would be someone’s initial thought when thinking about Zenith as a brand, because they’ve done so much more that is so much better for so much longer.

        It’s like the old adage that my wee auld gran telt me when ah wis jist a bairn: bang a thousand broads and no one says a word, but give one blowjob and you’ll be a cocksucker for the rest of your life.

        • Lincolnshire Poacher

          Fair’ nuff. I did think you were being sarcastic. I didn’t realise you were talking about all the nice watches they used to make.

  • Phoenikz

    So long as he keeps the Elite Dual Time… one of the World’s most beautiful, “affordable” wristwatches… I’ll be happy.

  • Chaz

    Oh the pressure of the Beev breathing down your neck….

    Still waiting for a Zenith x Def Leppard Edition

  • BNABOD

    Let the Hublotization begin ….wait it is already here see Defy El Prim 21 and I actually dig it a lot

  • Yanko

    Who cares.

  • Ulysses31

    “Biverian direction” means a random scattering of smashed up Autobot parts on the dial, I guess. His singular talent appears to be making every watch from competing brands look the same. Is it really worth taking an ugly bite out of the subdial to get a clear view of a lousy balance wheel? Julien, good luck my friend, you’ll need it.