Wednesday, June 4, 2014

Jumping the Shark with Zenith

~ “Stupid, yes. Also dumb. But it is something I’ve gotta do.”
…after Richie tells The Fonz that trying to jump over a shark is stupid

Jumping the Shark - essentially doing something that essentially calls into question your sanity or at least your ability to make rational decisions.
Courtesy of Zenith
Not since the later, gin-fueled, hazy days of the reign of Thierry Nataf have I had to question whether 
the person at the helm of Zenith Watches needed to put down the crack pipe.  Well ZENITH - PUT DOWN THE CRACK PIPE!  

Because when I'm looking for precision time keeping, I ABSOLUTELY need to know the count-down from the left side of Mick Jagger's tongue to the right!


Jumping the shark is something that every watch brand seems compelled to do.  Those of us in the press often feel that it can be attributed to too much hard drinking at the holiday party - maybe a wild evening fueled by absinthe… that sounds a bit harsh.  But truth be told, folly is folly.  The watch industry LOVES celebrities.  Loves to be "courted" by them.  But call it what it is.  Maybe not a masterstroke of marking brio - but it is a stroke of sorts.

Feel free to draw your own conclusions.

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