When two living legends like Zenith and The Rolling Stones get together, the result can’t be anything else but overwhelmingly amazing, and si is the El Primera Chronmaster 1969. Authenticity, Daring and Pleasure are Zenith’s values and what better way of re-asserting them than by partnering with a half a century old band famed for the same features and for still enflaming the hearts of tens of thousands of fans worldwide? The watch reunites the almost half a century old technology behind El Primero – the most precise series-made chronograph, capable of measuring short times to 1/10th of a second – with one of the all time best rock bands and their equally famous logo, the red tongue and lip.
The 250-piece limited edition elegantly blends the Swiss watchmaker’s mastery with the British band’s iconic symbols. The two chronograph counters, 30-minute at 3 o’clock and 12-hour at 6 o’clock, are adorned in the same colours as the original El Primero model of 1969: midnight blue for the former and slate grey for the latter. The 12-hour chronograph is also overlaid with the famed Rolling Stones logo. These historic colours are associated with the iconic aperture in the dial over the beating heart of the movement, a signature of the Zenith manufacture. On the case-back, a sapphire crystal engraved with this same red tongue inscribed with “The Rolling Stones Edition” reveals the El Primero 4061 movement – a mechanical calibre beating at a frequency of 10 vibrations per second.
Ever since 1969, the El Primero movement has been the world’s most accurate mass-produced mechanical caliber, just as The Rolling Stones has been one of the world’s best bands for decades. In 1962, just as Mick Jagger and Keith Richards were forming the group, the basics of El Primero movement were first taking shape on the drawing board. By the end of 1969, the British rockers were launching their 8th album, while at the beginning of the same year Zenith had released a chronograph that was to have a lasting impact on modern watchmaking. In June 2014, 45 years later, The Rolling Stones’ concert at Letzigrund Stadium, Zürich, was a special event for veteran fan Jean-Claude Biver, Director of the LVMH Group (LVMH Moët Hennessy • Louis Vuitton S.A.) Watch Division. The first series of watches in tribute to the band was launched. In Biver’s view, “Disruptive thinking gave birth in the 1960s to the first (El Primero) chronograph movement timing to one 10th of a second. The same «outside the box» thinking gave birth to the new Blues and rock n’roll music.”
On their turn, The Rolling Stones commented: ‘‘We are delighted to be teaming up with such a wonderful brand as Zenith for our ‘14 On Fire’ world tour.” Equally enthusiastic about the collaboration is Tom Bennett, Chief Executive Officer for Bravado, Universal Music Group’s global music merchandising division. “We’re thrilled to work with Zenith to launch the Rolling Stones limited edition watches. As we continue to support the Rolling Stones in reaching out to their fanbase, this timepiece will appeal to the die-hard Rolling Stones fan and as well as collectors of genuine manufactured watches,” Bennett said. Zenith’s slogan “Follow your own star” will accompany the band throughout their world tour “14 On Fire”, due to end on November 22nd, 2014.
