Zenith creator of the El Primero movement in 1969 has joined hands with the famous British rock stars The Rolling Stones to launch a new El Primero Chronomaster 1969. Jean-Claude Biver, Director of the LVMH Group Watch Division and Tom Bennett, Chief Executive Officer for Bravado, Universal Music Group’s global music merchandising division made this announcement on 1st June 2014. The watch will be the first in a series of limited edition watches by Zenith.
The 250-piece limited edition of the El Primero Chronomaster is a smart blend of DNA from Zenith and the Rolling Stones and hence the two chronograph counters, 30-minute at 3 o’clock and 12-hour at 6 o’clock, are made in the same colours- midnight blue and slate grey, as the original El Primero model of 1969 These historic colours are associated with the iconic aperture in the dial over the beating heart of the movement, a signature of the Zenith manufacture. On the case-back, a sapphire crystal engraved with this same tongue inscribed with “The Rolling Stones Edition” reveals the El Primero 4061 movement, the world’s most accurate mass-produced mechanical calibre – which beats at a frequency of 10 vibrations per second, timing to 1/10th of a second.
According to Jean-Claude Biver, “Disruptive thinking gave birth in the 1960s to the first (El Primero) chronograph movement timing to one 10th of a second. The same “outside the box” thinking gave birth to the new Blues and rock n’roll music. Both Zenith and The Rolling Stones are today living legends. No wonder that they are now teaming up.”
The Rolling Stones commented “We are delighted to be teaming up with such a wonderful brand as Zenith for our ‘14 On Fire’ tour’’. Bennett added, “We’re thrilled to work with Zenith to launch the Rolling Stones limited edition watches. As we continue to support the Rolling Stones in reaching out to their fanbase, this timepiece will appeal to the die-hard Rolling Stones fan and as well as collectors of genuine manufactured watches.”
With this new partnership, Zenith will accompany the group throughout its world tour “14 On Fire”, which will also be an opportunity for to re-assert its values of authenticity, daring and pleasure.