TIMING THE TENSION

The new CEO for Zenith Watches Benoit de Clerck is making his mark immediately at the famed watchmaker.

- ANANDHI GOPINATH

BENOIT DE CLERCK is not afraid of making tough decisions. In the early months since becoming the CEO of Zenith Watches, de Clerck slashed production numbers—a bold move when many watchmakers are struggling to keep up with demand. But like how timepieces launched today were planned some years ago, he works ahead of time. Why do this, we ask?

“China,” de Clerck says simply, and the entire table nods in agreement—including Ashvin Valiram, executive director of the Valiram Group, which owns Swiss Watch Global. Economic growth in China has slowed in recent years, with the IMF projecting a further decline to 3.3 per cent by 2029. “I used to go to China every month, so I know the retail scene well. I can assure you, there is a slump.”

That’s not the only reason, though. In KL for the opening of the first Zenith boutique with Swiss Watch, de Clerck says it’s also about creating a natural tension between supply and demand. “Zenith is a mid-sized brand, and reducing production creates that tension. I think it’s healthy. It’s good for our retail partners and even better for our collectors. Keeping desirability high is crucial.”