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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.

Zenith is pleased to unveil its new sophisticated timepiece �C the El Primero Chronomaster Open Power Reserve watch to join the brand's "Iconic" family. The timepiece represents a fine union of watchmaking tradition and bold contemporary design. The glance is caught by the dial opening that reveals the legendary El Primero movement beating at 36,000 vibrations per hour. The 248-part, 39-jewel movement offers 50 hours of power-reserve.The mechanism is famous in the horological world as the "best serial movement ever", highly appreciated for its supreme performance and reliability. Its number of vibrations is 25% higher than in other movements available today. While other mechanisms perform 8 vibrations per second, the El Primero movement performs 10 vibrations per second. The Open concept reflects the technical prowess of the watch's creators. They managed to reveal the regulating organ of the movement, having moved it to 10 o'clock, on the edge of the mechanism.The movement demonstrates meticulous attention to every detail, including its rhodium-plated plate, circular-graining and chamfered bridges, strokes drawn on the hammers, levers and conveyors, oscillating weight embellished with "Cotes de Geneve" guilloche work, the ZENITH star presented via skeleton work. The dial of the new Zenith watch features the time with facetted, rhodium-plated, and hand-set markers and hands for hours, minutes and small seconds. The central chronograph hand, the 30-minute counter hand and the power reserve hand demonstrate a blued finish.The 42 mm case is coupled with an elegant brown or black alligator-leather strap.The dial is protected by a sapphire crystal provided with anti-reflective coating on both sides. The case-back showcases the intricacies of the movement via the transparent sapphire glass. The timepiece is 100-meter water-resistant.The Zenith El Primero Chronomaster Open Power Reserve watch has been created in four different variations: with a steel case and a silver or black sun-burst dial, with an 18K rose gold case or with a rose gold and steel case with a silver sun-burst dial. Enjoy a rich selection of Zenith Watches: