Zenith boutiques offer customization for Pilot Type 20 Chronographs


Zenith boutiques are inviting customers to create their own unique custom versions of the Pilot Type 20 Chronograph.

People can choose the color of the dial, markers and hands as well as the strap and stitching via an iPad app created by Zenith’s official customization partner Bamford Watch Department.

Bamford, based in London, will also handle the customization and ship watches to their owners.


Bamford has offered the Zenith design service through its own app for a number of years, but the deal with the brand’s boutiques brings it closer to customers that can also try on a Pilot Type 20 Chronograph before they buy.

The initial arrangements is limited to 100 watches, but could be extended for longer and for more models.

How it works

Once the design has been finalized by the buyer, Bamford Watch Department begins producing the dial, markers and hands as well as the strap in an artisanal manner involving painting by hand.

These components are then sent to the Zenith Manufacture for assembly, where the same quality control processes and warranty terms as a regular production watch are applied.

Delivery takes approximately 12 weeks from the time the order is placed.

Zenith does not currently have any boutiques in the United States and it is unclear whether authorized dealers will also be invited to join the program.

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