Ginza High Brand Guide

ZENITH: Zenith

ZENITH：ゼニス

ZENITH is a luxury watch manufacturer with a history spanning approximately 160 years, founded in 1865 in Le Locle, Switzerland, by watchmaker Georges Favre-Jacot.

The brand name means “the highest point in the sky,” and true to its name, the company unveiled “El Primero,” the world’s first self-winding chronograph movement, in 1969. This high-precision movement, which oscillates 10 times per second, is known as a masterpiece—so much so that it was supplied to Rolex’s Daytona for many years.

Located along Ginza Namiki-dori, the “Zenith Boutique Ginza”—the brand’s global flagship store—offers a unique space where visitors can experience the brand’s identity firsthand.

ZENITH: Basic Information About the ZENITH Ginza Store

Ginza is home to “Zenith Boutique Ginza,” Zenith’s global flagship store. It relocated from Ginza Chuo-dori to Namiki-dori in July 2020 and was reborn as a modern, luxurious space featuring the brand’s signature colors of navy blue and cool gray.

  • address (e.g. of house): 6-7-16 Ginza, Chuo-ku, Tokyo 104-0061
  • Phone number: 03-3575-5861
  • Business Hours: Mon–Sat 11:30 a.m.–8:00 p.m. / Sun 10:30 a.m.–7:00 p.m.
  • regular closing day: The second Wednesday of every month
  • Access: A 2-minute walk from Ginza Station on the Tokyo Metro Ginza, Marunouchi, and Hibiya Lines; a 5-minute walk from Higashi-Ginza Station on the Tokyo Metro Hibiya Line
  • feature: The store, with a total area of approximately 78 square meters, consists of the “Story Bar Area,” which introduces the brand’s history and watchmaking, and the “Collection Space,” which showcases the full line of iconic “Chronomaster” models, contemporary “Defy” models, and the simple “Elite” and “Pilot” collections. A separate VIP room is located at the rear of the store, where you can relax and enjoy selecting a watch at your leisure, assisted by Zenith-trained specialists.

It's good because it's in Ginza.

The biggest advantage of buying a Zenith in Ginza is that,An unparalleled selection befitting a global flagship store, and an immersive shopping experience that fully embodies the brand’s vision as it is in its home countryYou’ll find everything here—from the latest collections to globally limited editions, rare gems like the “G.F.J.” model commemorating the brand’s 160th anniversary, and even special models available exclusively here, such as the “Chronomaster Revival Lupin the Third” collaboration with Lupin the Third.

The interior design, which embodies the brand’s concept of “the Zenith Star shining at the zenith and the sparkling night sky,” creates a special moment where you feel as if you’re conversing with a watch amidst the stars.

The VIP room is a luxurious space available by reservation where you can take your time to examine the watches up close and appreciate the intricate workings of the El Primero movement from a very close distance.

This is a rare place where you can experience the philosophy of a maison that has upheld the motto “TIME TO REACH YOUR STAR” for 160 years since its founding, all in the premier location of Ginza.

ZENITH: Who Wears Zenith?

People who wear Zenith watches,"Discerning watch connoisseurs" who appreciate the technical expertise behind the movement and the brand's historical value more than flashy brand appeal...is the focus. It is beloved by those seeking a step up from the norm—people who feel that “Rolex and Omega aren’t quite enough, but I don’t want something as flashy as a Patek Philippe—I want a watch known only to connoisseurs that combines technical excellence with a compelling story.”

It enjoys overwhelming support from business leaders, doctors, lawyers, cultural figures, artists, top athletes, and others who have established a solid track record in their respective fields. As a tribute to the prestigious watchmaker that created the “El Primero”—which has also been used in Rolex’s Daytona—this brand is strongly favored by “those who understand the essence of mechanical watches,” regardless of gender.

In 2020, the brand launched its first full-fledged women’s collection, “Defy Midnight,” and with the expansion of its lineup of women’s models—such as the Defy Skyline 36mm—the number of sophisticated, active adult female fans has been growing worldwide.

ZENITH: Popular ZENITH Products

At Zenith, the following collections and models are particularly popular.

  • ChronoMaster Sport Ref. 03.3100.3600/69.M3100 A modern icon that carries on the legacy of the original ChronoMaster, launched in 1969. The “El Primero 3600,” capable of measuring time to 1/10 of a second, and the black ceramic bezel give it a bold, striking look. The 41mm case is the perfect size for today’s trends. Prices start at approximately 1,650,000 yen.
  • Defy Skyline Ref. 03.9300.3620/78.I001 A 41mm sports line that offers a modern reinterpretation of the original Defy’s octagonal case and faceted bezel. It is powered by the “El Primero 3620,” and features a star engraving that embodies the brand’s identity. Prices start at approximately 1,400,000 yen.
  • Defy Skyline Skeleton A futuristic timepiece that lets you admire the “El Primero 3600” movement through its unique skeletonized dial. Prices start at approximately 1,650,000 yen.
  • ChronoMaster Original A classic line that carries on the design of the original 1969 “A386.” Its appeal lies in its three-color sub-dials and elegant 37mm case size. Prices start at approximately 1,200,000 yen.
  • Elite Classic Ref. 03.3100.670/01.C922 A slim dress watch powered by Zenith’s in-house “Cal. 670” movement. Its simple, elegant 40mm case truly shines in formal settings. Prices start at approximately 800,000 yen.
  • Defy Midnight (Women's) Launched in 2020, this is Zenith’s first full-fledged ladies’ collection. It features a 36mm case, a dial studded with star motifs, and a strap/bracelet exchange system. Prices start at approximately 1,300,000 yen.

ZENITH: Celebrities Who Wear ZENITH

Zenith is beloved by many celebrities and cultural figures both in Japan and abroad. Here are a few examples.

  • Ryoma Takeuchi (actor): He is a fan of the Defy El Primero 21 and the Chronmaster Sport. He has served as an official Zenith brand ambassador since 2021 and is the face of the brand, also wearing the “G.F.J.” model commemorating the company’s 160th anniversary. “It’s been my dream ever since I visited a Zenith boutique with my father when I was in high school,” he says, a true Zenith fan.
  • Kei Tanaka (actor): Wearing the El Primero ChronoMaster Grand Date. A striking choice to adorn his wrist during his TV drama appearances.
  • Shohei Miura (Actor): Wearing the El Primero Chronmaster Open Ref. 03.2040.4061/21.M2040. This striking model caught the eye on his left wrist in the 2021 Nippon TV drama *Hakozume: Fighting! Police Box Girls*.
  • Tetsuya Utsumi (former professional baseball player): He is a devoted Zenith fan who has been wearing his El Primero Chronmaster Grand Date since around 2008 and was appointed a Zenith Ambassador in November 2013.
  • Aaron Rodgers (NFL player): A fan of the Defy El Primero 21 and other models. A Zenith official ambassador chosen by a living legend of the NFL, symbolizing innovation and technical excellence.
  • Carl Cox (DJ): He is a fan of the Defy Extreme Karl Cox. He is a world-renowned DJ known as the “Godfather of Techno” and an official Zenith ambassador who also has his own signature model featuring a second hand shaped like a turntable.
  • Song Jia (Chinese actress): She is a fan of the Defy Midnight. She is a leading actress in the Chinese film industry and serves as an ambassador for Zenith’s global women’s campaign, “DreamHers.”

ZENITH: Zenith Price Range (Price Estimate)

The market price of Zenith watches varies depending on the collection and model.

  • New (regular price): Prices start at about 800,000 yen for the entry-level “Elite Classic,” about 1,200,000 yen for the popular “Chronomaster Original,” the “Defy Skyline” at approximately 1,400,000 yen, and the flagship “Chronomaster Sport” at approximately 1,650,000 yen. The rare 160th-anniversary commemorative model “G.F.J.” (limited to 160 pieces worldwide) is priced at 6,952,000 yen.
  • second-hand market: The popular “Chronomaster Sport Ref. 03.3100.3600/69.M3100” ranges from about 1.1 million to 1.5 million yen; the “Defy Skyline” ranges from about 800,000 to 1 million yen; and the “Chronomaster Open” ranges from about 500,000 to 700,000 yen. Prices for sports models have been trending upward since 2021.
  • Price Trends: Price adjustments were implemented as early as July 2025, and prices for popular models have risen by approximately 30–40% over the past five years. Due in part to the surge in the Swiss franc, prices are expected to continue rising.
  • property (asset) value: Supported by the brand equity of “El Primero” and its historical significance—as evidenced by its use in Rolex’s Daytona—resale values remain strong. In particular, it’s not uncommon for limited-edition models, such as the “Chronomaster Sport” and the Lupin III collaboration, to see their prices rise immediately upon purchase.

ZENITH: Zenith—Its Appeal and Top Picks

For Men: Perfect for men who are enthusiasts and want to revel in the beauty of machinery

"ChronoMaster Sport"or"Defy Skyline"These are the classics. The former, equipped with the El Primero 3600—capable of measuring to 1/10 of a second—is the watch that most vividly embodies the brand’s identity. The latter features a modern, octagonal case design, making it perfect for adults who appreciate sporty luxury. For those with a preference for classic styles, the “Elite Classic” and “Chronomaster Original” are also recommended.

For Women: For intelligent, active adult women

Launched in 2020,"Defy Midnight"and ... and"Defy Skyline 36mm"We recommend this watch. Its star-motif dial and one-push strap-change system allow you to create a variety of looks to suit any occasion. The collection also includes models with diamond bezels and glamorous pastel colors like pink and green, all designed to enhance the intellectual, sophisticated, and feminine charm of mature women.

ZENITH: Age Groups

mainly30's to 60'sIt enjoys support across a wide range of age groups. Its core customer base consists of adults with a deep understanding of mechanical watches, and it enjoys overwhelming support, particularly from business executives and watch connoisseurs in their late 30s through 50s who “want to choose a prestigious brand that isn’t common among others.” In recent years, with Ryoma Takeuchi’s appointment as brand ambassador and the launch of the Defy Skyline, the brand’s fan base has expanded to include younger generations in their late 20s to 30s.

ZENITH: If I were buying one for myself?

"ChronoMaster Sport"or"Defy Skyline"I recommend both. The former is a timepiece that best embodies the essence of the “El Primero” brand, while the latter is ideal for everyday wear as a modern sports luxury watch. These are exceptional pieces you’ll want to treat yourself to as a “high-quality reward” to celebrate business success, a promotion, or a milestone in life.

ZENITH: What if you're giving a Zenith as a gift?

For men"ChronoMaster Original"or"Elite Classic"is a classic choice. Its timeless, classic design makes it the perfect gift for businesspeople. For women,"Defy Midnight"and ... and"Defy Skyline 36mm"We recommend this item because it features a strap-changing system, making it a special gift that the recipient will cherish for years to come. It’s perfect for anniversaries, promotions, or as a gift to celebrate someone taking their first steps toward independence.

Summary

Zenith truly shines in the special setting of Ginza. Its technical prowess is embodied by a consistent manufacturing system dating back to 1865 and the “El Primero,” which took the world by storm in 1969. And the brand’s philosophy, “TIME TO REACH YOUR STAR,” resonates with those who continue to pursue their dreams—

Zenith is a masterpiece suited for true watch connoisseurs—those moved not by flashy brand image, but by the intrinsic value of the movement and the story of its challenges. To make your shopping experience in Ginza even more special, why not visit our global flagship store, the “Zenith Boutique Ginza”?