Having been one of the first brands to work with watch customiser Bamford Watch Department, Zenith has one gone one further with the Chronomaster El Primero Radar. Featuring a striking aesthetic reminiscent of the 1970s, it was designed by Bamford for Zenith, and will only be available at the watchmaker’s boutiques. In short, it is an official boutique edition designed by a former aftermarket customiser.
Bamford Watch Department was founded by George Bamford, an entrepreneur who made a name for himself selling customised watches and clothing, but who also happens to be the son of a construction equipment tycoon. His watch division made its name customising Rolex watches, but has now become the official customiser for Zenith, TAG Heuer, and Bulgari, all companies of luxury conglomerate LVMH.
According to Zenith, the red and brown livery of Chronomaster El Primero Radar was inspired by a 1916 pocket watch Mr Bamford spotted during a visit to Zenith’s factory in Le Locle. Mr Bamford used that to create the “retro-futuristic aesthetic” of the El Primero Radar.
The dial is a graduated brown, while the sub-dial at three has five hashmarks that are the “negative of the [Zenith logo of a] star”, according to Mr Bamford.
Dial aside the watch is identical to the standard Chronomaster El Primero, with a 42mm steel case that contains the El Primero 400 B movement.
Key facts and price
Chronomaster El Primero Radar (ref. 03.2082.400/02.R830)
Material: Stainless steel
Water resistance: 100m
Movement: El Primero 400 B
Functions: Hours, minutes seconds; date; chronograph
Frequency: 36,000bph (5Hz)
Power reserve: 50 hours
Strap: Black rubber with folding clasp
Availability: November onwards, only at Zenith boutiques
Price: 7,900 Swiss francs, or 12,000 Singapore dollars
The price of the watch includes a complimentary first service. For more, visit Zenith-watches.com.
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