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Zenith Presents “Master of Chronographs”: An Immersive Exhibit at Westime Beverly Hills Celebrating Its Historic El Primero Movement

This is the third leg in this global tour, which has already made stops in Geneva and New York to celebrate the Manufacture’s historic El Primero movement and its chronograph expertise.


At Watches and Wonders 2022 in Geneva, ZENITH unveiled its 360-degree “Master of Chronographs” platform, an unprecedented effort to elevate the art, science, and history of chronograph movements in the watchmaking industry. This unique experience celebrates ZENITH’s role in the evolution of this iconic complication. Earlier this week ZENITH welcomed the Los Angeles area to experience the world of watchmaking in a special exhibition at Westime in Beverly Hills.

Few complications have been as influential and truly iconic as the original ZENITH El Primero movement, the world’s first automatic high-frequency integrated chronograph originally launched in 1969. Over 50 years later, it remains the benchmark of precision among automatic chronograph movements. The “Master of Chronographs” immersive experience brought the fascinating history of the Atelier’s journey in precision timekeeping and its El Primero calibre to life through a series of historically significant archival timepieces. These rare objects, accompanied by the legacy of the watchmakers that propelled the Maison into the future, took visitors on an unforgettable journey through time.

On the new “Master of Chronographs” exhibit, ZENITH CEO Julien Tornare said, “There is no better destination than Westime Beverly Hills to display the 50-year evolution of ZENITH’s iconic El Primero chronograph movement. Los Angeles is host to a flourishing community of watch enthusiasts, collectors, and casually interested individuals; we are thrilled to share the heritage and novelties of the Maison with this group.” Westime President Greg Simonian said, “As the premiere destination for luxury watches in Southern California since 1987, we are pleased to exhibit ZENITH’s Master of Chronographs platform at our boutique. We are incredibly proud to have carried ZENITH’s collection at our locations for many years and have even collaborated in creating special limited editions. It’s an honor to have been chosen by ZENITH as the only West Coast destination to host such historically significant pieces.”

In recent years, ZENITH has seen unprecedented growth in the North American market, with California playing a pivotal role in its success, the result of a highly strategic approach to watchmaking and the introduction of newly iconic chronograph pieces like the recently revamped Chronomaster Open collection, announced in parallel to the Master of Chronographs platform.

More than a simple facelift, the new Chronomaster Open is imbued with the lines and attributes of the latest generation of the Chronomaster collection. Revisiting the iconic tri-colour dial configuration from the original A386 from 1969, the latest models retain feature a transparent twist. Instead of cutting out the small seconds counter at 9 o’clock entirely, as was the case with the previous versions of the Chronomaster Open, the three counter colours are retained thanks to a hesalite crystal element that serves as a readable sub-dial that allows for a clear view of the silicon star-shaped escape wheel. The opening itself has also been reinterpreted, foregoing the former version’s applied “frame” and instead opting for circular openings with chamfered edges, revealing the movement with more straight bridges and a more contemporary grey tone. The new Chronomaster Open models are now available for purchase at Westime in Berverly Hills, online at ZENITH’s digital boutique and at select retailers.