Zenith and Land Rover partnership moves through the gears


Zenith and Land Rover have stepped up their partnership with sailing team Land Rover BAR making the watch brand its official timing partner.

The new collaboration will see Ben Ainslie, skipper of the team and Zenith brand ambassador its face and it is designed to accentuate the strength and significance of the partnership.

Aldo Magada, president and CEO of Zenith and Ainslie unveiled the news at a press conference in Fukuoka, the venue for the final racing in the Louis Vuitton America’s Cup World Series.


Aldo Magada commented: “At Zenith we are proud and honoured to be partnering with Land Rover BAR as the logical continuation of our global partnership launched last September in Paris with Land Rover.

“This is a fantastic project that will witness the convergence of our experience in terms of innovation and technology. We can’t wait to start to work with Sir Ben and his team! Sailing connoisseurs can expect plenty of surprises, stemming from the combined expertise of two avant-garde actors sharing the same philosophy of excellence and precision.”

Ben Ainslie and the sailing team will all become global brand ambassadors, styling the El Primero Sport model. The 45 mm-diameter steel case houses the El Primero 400 B automatic chronograph, with a movement featuring an integrated column-wheel construction and beating at a cadence of 36,000 vibrations/hour.

The watch is based on the 1969 El Primero, claimed by the brand to be the world’s most precise series-made chronograph. Founded in Le Locle in Switzerland not long after the first America’s Cup in 1851, Zenith has won 2,333 chronometry prizes in its century and a half of existence.

Ben Ainslie commented: “Zenith’s reputation for quality and precision makes them the perfect fit for Land Rover BAR, and we’re delighted that they are joining our quest to bring the Cup home. We have been working with Zenith to capture the essence of this challenge, and we look forward to launching the Land Rover BAR El Primero in a few months time.”

Previous articleDiamond retailer launches into UK watch market with new brand signing
Next articleWatchmaking experts to bring craft secrets to the UK


Please enter your comment!
Please enter your name here