Louis Vuitton 2003 Annual Report Download - page 58

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56 LVMH ANNUAL
REPORT 2003
lection of sports watches and chronographs
designed for young, very active customers, in
line with the brand’s values. Kimi Räikkönen,
the young Formula One racing driver with the
McLaren Mercedes team, who contributed his
expertise to the creation of the Fo rmula 1, is its
ambassador.
In addition to the projects in the racing world
(F1 time-keeping, partnership with McLaren
Mercedes), TAG Heuer successfully invested in
the golfing world by teaming up with Tiger
Woods, the world’s top player, who will now be
working with the company to develop certain
watch models.
In 2004, TAG Heuer will continue to focus on
highly targeted growth and, reflecting its leading-
edge positioning, will unveil major new watch
innovations at the Basel Trade Show.
ZENI TH
Since it joined LVMH, Manufacture Zenith has
been reinventing itself.
Moving from its position as maker and supplier
of legendary mechanical movements, Zenith is
gradually developing its new image as a manu-
facturing brand, specializing in high-end mecha-
nical watches and chronographs.
AN AUTHENTIC CONTEMPORARY
AESTHETIC
Faithful to its origins, the Zenith style reflects
a truly modern aesthetic, illustrated in 2003 by
the introduction of highly valued models: the
Chronomaster Open that reveals, in a tremen-
dous technical feat, the inner workings of the
El Primero movement, and the Chronomaster
Star, created for women customers. These two
designs have been praised by the press and spe-
cialized retailers.
The Zenith watch staff was strengthened to
develop the design of more complex timepieces,
such as the Quantième Perpétuel models, intro-
duced in 2003. At the same time, Zenith Manu-
facture continued to develop special timepieces,
primarily for the brands of the LVMH Group.
While in the traditional markets of continental
Europe, the company’s transformation resulted
in a temporary decline in net sales, Zenith
reported strong growth in Asia and the United
States, markets it has only recently entered.
En 2004, Zenith is expected to boost net sales
significantly with the success of its new collec-
tions and continued reliance on a strong inno-
vation policy. In particular, new highly awaited
movements, including a Tourbillon, will be pre-
sented at the 2004 Basel Trade Show, along with
a new women’s automatic watch that should
prolong the success of the Chronomaster Star
introduced in 2003.
WJ
EWELRY
ATCHES
&