Zenith And Land Rover Arrive In Style To Watches of Switzerland SoHo
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Zenith And Land Rover Arrive In Style To Watches of Switzerland SoHo

Last night, Watches of Switzerland and Zenith kicked off their U.S. retail partnership in Manhattan's trendy SoHo neighborhood.

By Josh Shanks
Managing Editor US

Last night saw the launch of the much-anticipated U.S. collaboration between Zenith and Watches of Switzerland. The Instagram-worthy neighborhood of SoHo seemed the perfect fit for the new 2020 Land Rover Defender 90, the car that inspired the new Zenith DEFY 21 Land Rover Edition timepiece which also made its first U.S. appearance.

Zenith Pop-Up at Watches of Switzerland SoHo

Since its opening in December 2018, Watches of Switzerland SoHo has continued to evolve and elevate their customer experience. The famed retailer has now gone a step further with the opening of their new Zenith pop-up and a very special automotive tie-in with Land Rover.

Watches of Switzerland Group EVP David Hurley was thrilled with the expansion and added, "We already have a great partnership with Zenith in the UK in five locations. This is the first time we've done something with Zenith in the US, but they have been a great partner. We always wanted to do something unique and to have this collaboration with Zenith and Land Rover and launch the Defender here for the first time in New York along with their new watches, it’s amazing." 

Zenith El Primero A386

To mark the start of this collaboration, Zenith brought special historical timepieces to Watches of Switzerland SoHo. For the entire month of March, visitors can admire legendary Zenith watches such as the first automatic Chronograph, the El Primero, the A384 El Primero, a Sub-Sea Diver, and many more. 

Zenith El Primero 'Big Blue'
Zenith El Primer Sub-Sea Diver

Land Rover Defender 90

Land Rover's Defender hasn't been sold in the U.S. since 1997 and vintage versions are now highly sought after. This is why Land Rover's new Defender 90 and Defender 110 are attracting so much interest and attention. The British carmaker has made a name for themselves as providers of luxurious, yet capable cars ready for any environment. This new series of Defenders exudes confidence and sophistication. Plus, the starting price tag of just over $50,000 is sure to attract a wide variety of new customers to the brand. 

Land Rover Defender 90

Last night, Land Rover's new Defender 90 made its first U.S. appearance at Watches of Switzerland SoHo. The assembled crowd and numerous passersby couldn't get enough of the curvaceous SUV. After all, the new Land Rover Defender 90 was created with design, capability, and technology in mind, the same approach that Zenith takes in their watches. The nearly five-year partnership between Zenith and Land Rover certainly found its audience at this special event.

Behind the wheel of the Land Rover Defender 90

If you still need convincing, the 2020 Land Rover Defender 90 will be featured in the upcoming James Bond movie 'No Time To Die' hitting theaters November 2020. 

Zenith DEFY 21 Land Rover Edition

Launched at LVMH Watch Week in January 2020, the Zenith El Primero DEFY 21 Land Rover Edition has been inspired by the new Defender 90. The timepiece matches the rugged and stealthy nature of this famous all-terrain vehicle. Watches of Switzerland was the perfect landing spot for the first U.S. appearance of this timepiece.

Zenith Defy 21 « Land Rover » Edition

The slate gray titanium case has been micro-blasted to reproduce the same aesthetic of the Land Rover Defender. Paired with a matching grey dial and a rubber backed leather strap, the watch is as ready for a drive in SoHo's Greene Street or an off-road adventure. Zenith's CEO Julien Tornare explained how this watch came to be,

"We have been working with Land Rover for four years, and the Defender is such an iconic car that I really wanted to bring a special watch for it. We worked together with Gerry McGovern (Design Director for Land Rover) and came up with the new Zenith DEFY 21 Land Rover edition."

Zenith Defy 21 'Land Rover' Edition

For this edition, the entire movement has been re-worked. The timepiece now features the most precise 1/100th second chronograph movement ever made. Even the movement's rotor has been cleverly inspired by the Land Rover Defender 90. Visitors to Watches of Switzerland SoHo can experience the DEFY 21 Land Rover Edition for the entire month of March.

Photo Gallery

Please enjoy this photo gallery of last night's Zenith and Land Rover event at Watches of Switzerland SoHo.

Julien Tornare and David Hurley
Zenith Defy 21 « Land Rover » Edition
Zenith watches of Switzerland
Brendan Fallis and Julien Tornare
Zenith Defy 21 « Land Rover » Edition

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(Photography by Liam O'Donnell)

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