Re: Design crime?
- From: SWG <swisswatchguy@xxxxxxxxxxx>
- Date: Sun, 20 Apr 2008 10:04:25 -0700 (PDT)
On Apr 20, 6:38 pm, "Vincenzoni aioe" <avincenz...@xxxxxxxxxxx> wrote:
"SWG" <swisswatch...@xxxxxxxxxxx> ha scritto nel messaggio
Unfortunately it does not in the eyes of
Zenith nowadays owners, who have selected
the present CEO to increase the ROI to "luxury" levels.
This was in theory a reasonable move - we have seen rootless brands (eg.
Bv...) successfully promote themselves as luxury watches and make lots of
money, whereas it was an oddity that a historic and technology driven maison
had to shine by rolex' reflected light.
And what happened? in the end, putting to a profit all the money he earned
by selling a logo, Mr. Trapani is now building his own movements and
assembling a real manufacture in Switzerland, whereas poor old serious
Zenith has turned to being a circus freak. To me, mr. the customer, this is
the world upside-down.
Therefore, as a customer, I keep my pre-LVMH Primero, i have cancelled my
plans to add a gold chronomaster, and i have plainly turned my money
elsewhere, to JLC, IWC and other brands whose products promise to remain
consistent with their history (and maintain their perceived value as well).
I admit, it's not that serious. As a basic Italian speaker, you shall
understand my wordplay in French "le ROI est roi au royaume du Luxe
pour nouveaux riches". :-)
Which ROI, my friend? I understand the cash cow in LVMH watch royaume is Tag
Heuer, not Zenith. And Tag Heuer is adding pieces coherent with its own
history and image, which Zenith is not doing. Late Zeniths look, feel and
ROI / roi: Return On Investment (ROI) is king (roi) in the Kingdom of
Luxury for new riches.
I do not have the advantage of knowing personally Mr. Nataff, unlike
Tag's CEO, who is a born and well educated & tasteful gentleman:
therefore my above comment. Usually the CEO is chosen as per his
personality fitting the task to perform, alas for Zenith.
Mind you, for me the real great value for money was and is still
Jeager LeCoultre, perhaps now the only fully vertically integrated
manufacture with Rolex.
P.S. Two days ago I read for the first time Oriana Fallaci's last
manifesto "La Rabbia e l'Orgoglio" in its French version and loved the
expression of her patriotic feelings for her ideal "Italia", and its
culture, the base of all good contemporary design in consumers' goods!
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