Zenith Unveils New Collaboration With the Rolling Stones

Zenith’s renowned El Primero is getting a rock ‘n’ roll makeover! This week the manufacture unveiled the new El Primero Chronomaster 1969 Tribute to the Rolling Stones as part of Zenith’s new partnership with the iconic band.

News of the partnership was revealed on Sunday, June 1 by Jean-Claude Biver, Head of the Watches Division of the LVMH Group and Tom Bennett, CEO of Bravado, Universal Music Group’s global music merchandising division.

According to the manufacture, the El Primero Chronomaster 1969 Tribute to the Rolling Stones will be the first in a series of limited edition pieces in honor of the partnership.

Mick Jagger, Keith Richards, and the rest of the Stones were on hand in Switzerland for the announcement. The band also performed at the Letzigrund Stadium in Zurich as part of their 14 on Fire Tour, where huge crowds gathered to see these living legends.

Housed in a 42mm steel case, the El Primero Chronomaster 1969 Tribute to the Rolling Stones features the same color scheme as the original El Primero (which was launched in 1969): midnight blue and slate gray. However, the silver-toned dial features one very new touch; the Rolling Stones’ iconic tongue logo on the 12-hour counter at 6 o’clock. In addition to the 12-hour counter, this piece also features hours and minutes, a central chronograph hand, a tachymeter scale, a 30-minute counter at 3 o’clock and small seconds at 9 o’clock.

The color of the Stones’ famous red tongue is also featured on the El Primero 4061 movement, as can be glimpsed through an aperture on the dial. The automatic movement, which boasts a 50-hour power reserve, is also visible through the sapphire crystal caseback. And, finally, the Stones’ tongue logo makes one last appearance on the caseback, alongside a “The Rolling Stones Edition” inscription. It is completed by a black alligator leather strap with a rubber lining and a steel triple-folding clasp.

Only 250 pieces of the El Primero Chronomaster 1969 Tribute to the Rolling Stones will be produced.

Photos courtesy Zenith. Additional photo courtesy the Rolling Stones.

Adrienne Faurote

Editor in Chief · Knockoff Watches Wholesale

As a former New Yorker, now a “Miamian,” Adrienne Faurote joined Haute Living in August of 2021. She currently serves as the Haute Media Group Editor-in-Chief, overseeing all editorial platforms within the Haute Media Group while also maintaining her role as Fashion, Jewelry Watch Director. Prior to her position at Haute Living, Faurote was the Market Editor at Marie Claire Magazine US, amassing over ten years in the industry, becoming an authoritative voice in all things fashion, jewelry, and watches.