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Zenith present the new Elite Captain model for 2010.? The piece forms part of the trimmed down portfolio which sees the brand re-discovering its classical styling and traditional values.? Jean-Fr��d��ric Dufour the CEO of the brand for just over a year had the seemingly mammoth task of slimming down the? collection of models which the brand had amassed in previous years.? He found himself in control of a brand whose collection was not? over-weight, it was obese.? Some of the models, part of the Zenith heritage had to stay, others whose design simply Defy belief in the Xtreme………well let’s wait and see.The 2010 Elite Captain model measures 40mm, its elegant sunray dial is ever so slightly domed, the? faceted applied indexes slightly shimmering, the whole design completely understated.? If ever there was a fine example of “less is more” then this is it.Zenith Elite Captain Stainless SteelThe stainless steel model has a subtle red-tipped central second hand whilst the rose gold version features an exquisite blue central second hand with a new date window at the 6 o’clock position for both versions.The Zenith Elite Captain Rose GoldAt the centre of both models is the? Zenith in-house calibre Elite 670 Automatic movement with 144 components and 27 jewels.?? C?tes de Gen��ve features on the oscillating weight viewable through an exhibition caseback.? Considered to be an “entry level” model within the Zenith family, the Elite Captain is surely a new piece which any manufacture would be proud to unveil. Popularity: 10% [?]|||No Comment The Zenith Elite 681 Ultra ThinPosted bySylvia McElherroninMarch 23rd 2010At the recent 2010 SIHH exhibition Zenith present an elegant and understated piece, the Zenith Elite 681 Ultra Thin, released alongside their new stunning El Primero Foudroyante 1/10th Chronograph.So far 2010 seems to be a year of distinctly classical watches, with pieces such as Jaeger-Le Coultre's Master Memovox models and IWC's Portuguese Yacht Club Chronographs appearing as contemporary interpretations of the original models.Zenith's Ultra Thin Elite 681 features a pure retro plain dial with faceted hour-markers, elongated sword-shaped hands and a subtle small seconds at 9 o'clock.? The sapphire crystal is slightly domed and the trim watchcase is available in 18 carat rose gold or stainless steel.? Various dial finishes are offered including two limited edition diamond set versions but it would be difficult to surpass the *** silvered style pictured here. The Elite self-winding 681 Calibre is just? 3.81mm thick and has a power reserve of 50 hours.Zenith Elite 681 Ultra ThinEarly extra-thin mechanical watch movements were initially hand wound to avoid the added height needed for an oscillating weight and self-winding ultra thin calibres were pioneered by both Piaget and Vacheron Constantin in the 1950's and 1960's.? Both of these brands continue to excel in this niche and it is interesting to note that both have also released anniversary tributes to their original extra-thin calibres this year.Popularity: 24% [?]

Since their introduction of the ‘Open’ models, at least this seems to be the case, Zenith is adopting a new image of some kind. I loved their Zenith El Primero Rainbow model. Functional watch, cool colors and great movement. A no-nonsense watch. Same thing with their Elite models. I still love the Reserve de Marche model.However, this new image ruins it all. It is not the great chronograph fast-ticker pioneer it once was (to me). The brand is losing credibility because of their new style of image. They seem to sponsor and walk on these Milionair Fairs and other celeb parties & cocktails. Their watches are getting ridicilous with all those ‘open’ works and diamonds everywhere. Is Dubai the only country of their interest? Or are they using the bling-bling hype?Even worse is their advertisement campaign. Who can identify himself with this Zenith advert for example? I can’t. It is ridicilous. Zenith sold its soul. As many other brands ofcourse, but Zenith had a good thing going on.