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Behind The Brand: Interview With A Zenith Watchmaker

by

Daniela Aroche

|

This is the featured image caption
Credit: This is the featured image credit

As Baselworld 2016 continues in full swing, Luxury Society sits down with a watchmaker from LVMH subsidiary Zenith for an insight into the team that makes the brand tick.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

As Baselworld 2016 continues in full swing, Luxury Society sits down with a watchmaker from LVMH subsidiary Zenith for an insight into the team that makes the brand tick.

As Baselworld 2016 continues in full swing, Luxury Society sits down with a watchmaker from LVMH subsidiary Zenith for an insight into the team that makes the brand tick.

Zenith has an enviable history in the watchmaking sector, as one of the Swiss watch manufacturers which still produces its own movements in-house and is renown for the quality and precision of their watches.

But behind the brand’s reputation and key to its success is the team of watchmakers who tirelessly innovate behind-the-scenes to yield the company’s high-quality creations.

Here, we take a few minutes to chat to Celebi Birgul – part of the Zenith watchmaking team since 2011 – about her art.

“ This profession was definitely for me, because it implies a love of meticulous and rigorous mechanics ”

How did you become interested in watchmaking?

I began taking an interest in watches during my last year of secondary school. I realised via the watchmaking studies in which my close friends were enrolled that this profession was definitely for me, because it implies a love of meticulous and rigorous mechanics.

Could you tell us about the watchmaking schools and watchmaking carriers in Switzerland?

To work in the watch industry today you need to have the appropriate vocational training, starting by earning a CFC (Certificat Fédéral de Capacité), which entitles you to start working directly for a watch company or to continue studying for the diplôme supérieur d’horlogerie. This industry offers fine prospects provided you are disciplined, motivated, methodical and want to develop in order to carve out a good career.

“ It’s stressful when you come up against problems during the assembly process ”

When and how did you cross paths with Zenith?

My adventure with Zenith began in March 2011, when I was hired as a watchmaker-corrector in T2. I now hold the position of watchmaker in the Haute Horlogerie department.

What are the fun parts and hard parts of being a watchmaker?

The pleasure you get from this work is when you finish assembling a watch and it runs perfectly, although it’s more stressful when you come up against problems during the assembly process that prevent such smooth operation.

For more exclusive Baselworld-related coverage, follow Luxury Society‘s exclusive ’Baselworld 2016 Inside/Out’ series via: #LSBaselworld

To further investigate the watches and jewellery sector on Luxury Society, we invite you to explore the related materials as follows:_

Switzerland: Land Of Luxury Or Sinking Ship?
Focus: 3D Printing & Watchmaking
Top 10 Watch & Jewellery Brands 2015: Facebook

Daniela Aroche
Daniela Aroche

Journalist & Co-Founder, The Ink Collective

Daniela Aroche is the former Editorial Director of Luxury Society, and co-founder of The Ink Collective – a full-service creative content & communications agency, specialising in the areas of fashion, luxury and lifestyle, with connections to an international network of writers, editors, photographers, translators and designers. Dually based in Paris and Sydney, Australia.

LEADERS

Behind The Brand: Interview With A Zenith Watchmaker

by

Daniela Aroche

|

This is the featured image caption
Credit : This is the featured image credit

As Baselworld 2016 continues in full swing, Luxury Society sits down with a watchmaker from LVMH subsidiary Zenith for an insight into the team that makes the brand tick.

Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.

PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.

In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”

The Fondation Cartier pour l’Art Contemparain building in Paris

As Baselworld 2016 continues in full swing, Luxury Society sits down with a watchmaker from LVMH subsidiary Zenith for an insight into the team that makes the brand tick.

As Baselworld 2016 continues in full swing, Luxury Society sits down with a watchmaker from LVMH subsidiary Zenith for an insight into the team that makes the brand tick.

Zenith has an enviable history in the watchmaking sector, as one of the Swiss watch manufacturers which still produces its own movements in-house and is renown for the quality and precision of their watches.

But behind the brand’s reputation and key to its success is the team of watchmakers who tirelessly innovate behind-the-scenes to yield the company’s high-quality creations.

Here, we take a few minutes to chat to Celebi Birgul – part of the Zenith watchmaking team since 2011 – about her art.

“ This profession was definitely for me, because it implies a love of meticulous and rigorous mechanics ”

How did you become interested in watchmaking?

I began taking an interest in watches during my last year of secondary school. I realised via the watchmaking studies in which my close friends were enrolled that this profession was definitely for me, because it implies a love of meticulous and rigorous mechanics.

Could you tell us about the watchmaking schools and watchmaking carriers in Switzerland?

To work in the watch industry today you need to have the appropriate vocational training, starting by earning a CFC (Certificat Fédéral de Capacité), which entitles you to start working directly for a watch company or to continue studying for the diplôme supérieur d’horlogerie. This industry offers fine prospects provided you are disciplined, motivated, methodical and want to develop in order to carve out a good career.

“ It’s stressful when you come up against problems during the assembly process ”

When and how did you cross paths with Zenith?

My adventure with Zenith began in March 2011, when I was hired as a watchmaker-corrector in T2. I now hold the position of watchmaker in the Haute Horlogerie department.

What are the fun parts and hard parts of being a watchmaker?

The pleasure you get from this work is when you finish assembling a watch and it runs perfectly, although it’s more stressful when you come up against problems during the assembly process that prevent such smooth operation.

For more exclusive Baselworld-related coverage, follow Luxury Society‘s exclusive ’Baselworld 2016 Inside/Out’ series via: #LSBaselworld

To further investigate the watches and jewellery sector on Luxury Society, we invite you to explore the related materials as follows:_

Switzerland: Land Of Luxury Or Sinking Ship?
Focus: 3D Printing & Watchmaking
Top 10 Watch & Jewellery Brands 2015: Facebook

Daniela Aroche
Daniela Aroche

Journalist & Co-Founder, The Ink Collective

Daniela Aroche is the former Editorial Director of Luxury Society, and co-founder of The Ink Collective – a full-service creative content & communications agency, specialising in the areas of fashion, luxury and lifestyle, with connections to an international network of writers, editors, photographers, translators and designers. Dually based in Paris and Sydney, Australia.

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