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Zenith, Watches Of Switzerland Showcase Pilot Legacy Pop-Up Store

Zenith 1997 Rainbow Flyback Pilot watchThe Hudson Yards in New York City is currently home to a one-of-a-kind experience that merges the past and present of horology in an unprecedented way. Zenith, the renowned Swiss luxury watch manufacturer, has teamed up with Watches of Switzerland to bring to life the immersive exhibit “Pilot” that showcases Zenith’s rich heritage in aviation watches.

Earlier this year, Zenith introduced its much-anticipated all-new “Pilot” collection at the Watches and Wonders watch fair in Geneva. This collection is a tribute to the iconic Pilot legacy, celebrating the history of chronograph movements in the watchmaking industry. To mark the commercial launch of this series. Zenith partners with Watches of Switzerland for a pop-up at the Watches of Switzerland Hudson Yards location in New York City.

Zenith Pilot Chronograph

Zenith Pilot Chronograph

From August 8 to September 10, 2023, the “Pilot” pop-up exhibit offers a unique opportunity for visitors to traverse the evolution of Zenith’s iconic line and embark on a captivating journey through time. Watches of Switzerland Hudson Yards will showcase six historical Zenith Pilot heritage pieces alongside the brand-new Pilot collection. This range includes stainless steel and ceramic 3-hand automatics and flyback chronographs that boast new El Primero movements.

The exhibit’s highlight lies in the juxtaposition of the historic Pilot pieces with the contemporary collection. The historic selection includes pieces like the Dashboard Altimeter from the 1910s and the El Primero Rainbow Fly-Back from 1997. These pieces not only reflect ZENITH’s exceptional craftsmanship but also the brand’s longstanding relationship with aviation, a theme that dates back to the late 19th century.


Zenith has a rich history in aviation and the pop-up store at Watches of Switzerland showcases much of it.

Zenith is in the unique position of being the only watch to be able to use the word “pilot” on its dial in Switzerland and America. The brand  officially registered the “Pilote” trademark in 1888, followed by the English version “Pilot” in 1904. These milestones marked Zenith’s dedication to producing specialized timepieces and dashboard instruments for aviators. Notably, one of ZENITH’s patrons, Louis Blériot, made history in 1909 by accomplishing the first flight across the English Channel. This exhibit not only celebrates this history but also showcases how ZENITH continues to carry this legacy forward.

In recent years, ZENITH has seen remarkable growth in the North American market, driven by its strategic approach to watchmaking and the introduction of iconic chronograph pieces like the Pilot, Defy, and Chronomaster Sport collections. New York City, a hub of innovation and aspiration, is the ideal location to launch the international tour of this exhibit, further solidifying the brand’s presence. The exhibit is  open to the public from August 8 until September 10, 2023, from 10 am to 8 pm in New York City.

 Zenith pop-up Pilot exhibition at Watches of Switzerland in Hudson Yards

The Zenith pop-up Pilot exhibition at Watches of Switzerland in Hudson Yards is upon until September 10.

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