case-study-01

Advisory / jura mountains

LUX x Deutsche Bank

As global content and marketing partner for Deutsche Bank, we create content, virtual and real life events, business, academic, institutional and individual introductions, and collaborate on ESG strategy.

andy-mann

Photo by Andy Mann

ben-thourad

Photo by Ben Thourad

Case Study

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Deutsche Bank x LUX ESG Strategy

The Mission

To help Deutsche Bank position themselves as the lead banking institution to be pioneering ocean conservation and the blue economy.

Execution

Sourcing and securing key leaders to participate in events and conferences around sustainability and in particular ocean conservation and the blue economy.


Thought leadership content streams created for Deutsche Bank over multiple channels.


16 page section in LUX magazine and online featuring leaders in the ocean economy, investors and philanthropists developed over several years with a special edition dedicated to the conference.


Introductions to partners who can enhance Deutsche Bank’s involvement in the ocean conservation space.


Direct Introductions to potential clients who are interested in investing in the blue economy or philanthropically towards the Deutsche Bank Ocean Resilience Philanthropy Fund.

Result

Created high engaging, original and successful events conference connecting ideas, entrepreneurs, thinkers and leaders.


Formed long term-partners and clients in the ocean conservation space.


Produced content for the intended audience showing Deutsche Bank’s commitment to ocean conservation.

Case Study

strip

Deutsche Bank x LUX ESG Strategy

The Mission

To help Deutsche Bank position themselves as the lead banking institution to be pioneering ocean conservation and the blue economy.

Execution

Sourcing and securing key leaders to participate in events and conferences around sustainability and in particular ocean conservation and the blue economy.


Thought leadership content streams created for Deutsche Bank over multiple channels.


16 page section in LUX magazine and online featuring leaders in the ocean economy, investors and philanthropists developed over several years with a special edition dedicated to the conference.


Introductions to partners who can enhance Deutsche Bank’s involvement in the ocean conservation space.


Direct Introductions to potential clients who are interested in investing in the blue economy or philanthropically towards the Deutsche Bank Ocean Resilience Philanthropy Fund.

Result

Created high engaging, original and successful events conference connecting ideas, entrepreneurs, thinkers and leaders.


Formed long term-partners and clients in the ocean conservation space.


Produced content for the intended audience showing Deutsche Bank’s commitment to ocean conservation.

ben-thourad-02b(1)

Photo by Ben Thourad

ben-thourad-02

Photo by Ben Thourad

ben-thourad-02a

Photo by Ben Thourad

Case Study

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Deutsche Bank x Frieze Art Fair x LUX

The Mission

Amplified Deutsche Bank’s leadership role as a bank in the art world, produced content for the intended audience showing Deutsche Bank’s commitment to art, and formed partnerships and client relationships.

Execution

Year round content creation and coverage in print, online, social media
and video.


Introductions to collectors and artists.


Exclusive events at Deutsche Bank, Frieze lounge and collectors’ homes.


Interviews and interactions with artists and collectors.


Special issues of LUX devoted to Deutsche Bank x Frieze.

Result

Amplified Deutsche Bank’s leadership role as a bank in the art world.


Produced content for the intended audience showing Deutsche Bank’s commitment to art.


Formed partnerships and client relationships.

Case Study

strip

Deutsche Bank x Frieze Art Fair x LUX

The Mission

Amplified Deutsche Bank’s leadership role as a bank in the art world, produced content for the intended audience showing Deutsche Bank’s commitment to art, and formed partnerships and client relationships.

Execution

Year round content creation and coverage in print, online, social media
and video.


Introductions to collectors and artists.


Exclusive events at Deutsche Bank, Frieze lounge and collectors’ homes.


Interviews and interactions with artists and collectors.


Special issues of LUX devoted to Deutsche Bank x Frieze.

Result

Amplified Deutsche Bank’s leadership role as a bank in the art world.


Produced content for the intended audience showing Deutsche Bank’s commitment to art.


Formed partnerships and client relationships.

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Read Deutsche Bank
special edition

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Read Deutsche Bank
special edition

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Contact us

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please contact
[email protected]

Follows us on Instagram

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Reading time: 19 min
A grey sports car outside a vineyard
A grey sports car outside a vineyard

The Aston takes in the Clos de la Roche vineyards in Burgundy, France

In the second part of our Great Drives series, Darius Sanai travels, in an Aston Martin DB11 V8 Coupe, from the Jura Mountains, Switzerland to London, UK via Burgundy and Champagne, France for a quick tasting of Amour de Deutz, 2008

In the Vallée de Joux in the Jura Mountains in Switzerland, signs for watch manufactures (factories) come as thick and fast as signposts for whisky distilleries on Speyside. Tempting though it was to make a stop (we at LUX know the watch manufactures well, but they require a little planning to visit), we dropped down a gear in our xenon-grey Aston Martin DB11 and zoomed out of the valley along snaking roads through deep forests. Every mile or so, the trees dropped away to reveal a lake or another valley. We opened the windows to hear the thrumming of the Aston’s V8 engine, a low, mellow but not over-loud rumble, bouncing off the slopes on either side of the road. This was a joyous drive.

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The DB11 Coupe is a piece of automotive architecture, sculpted, so it seems, from a block of granite. It feels satisfying to drive, even if you are not moving. It is very satisfying, and not a little fun, to drive when you are. The empty French roads allowed us to accelerate a little faster and farther than perhaps we would have done in Switzerland, where we had started that morning, or back in England, our final destination. It’s not overly challenging, but it is nicely weighted to give you a sense of Aston Martins of old, which were slightly macho and brutish as well as beautiful, like Sean Connery as James Bond, or perhaps a young Marlon Brando. Fortunately, too, it does not succumb to the latest trend of making extremely fast cars too easy to drive.

the black leather interior of a car

A peek inside the Aston Martin DB11

You would not buy the DB11 if you just wanted a very fast car, we mused, as the road, having descended down through the north side of the mountains, straightened out along a plain lined with wheat fields. These days, almost any electric car – and there seems to be a new one every day – can be programmed to go as fast as a moon rocket, but where’s the fun in that? This Aston, with its masterpiece of an exterior and equally chiselled interior, and lovely waffles of leather all around inside, is an event to be in and to arrive in. The hotel we were staying at that night in Burgundy, Hostellerie Cèdre & Spa Beaune, gave it pride of place in its car park.

A car behind an arched gate

The Aston Martin DB11 V8 Coupe in the courtyard of the Deutz champagne house, France

The Cèdre is exactly the kind of place you want to arrive at when touring France. A little palace or big mansion (take your pick), on the edge of the old walled town of Beaune in the centre of Burgundy’s wine country, it has a driveway lined with very smart cars that show the measure of its clientele, who travel from all over the world to stay and taste wines here. There is a maze of a garden with ornamental ponds and seating dotted around the foliage. We sat there that evening and enjoyed a glass of poignant 2019 Château de Meursault, salty and nutty and balanced, from a small producer just a couple of miles away. The air smelled like the wine. Inside, the Cèdre is traditional and rich, like the home of a wealthy merchant. By the bar, an Enomatic machine, which preserves open bottles of wine, serves a selection of the great vintages of Burgundy – no need to visit a wine estate, just stay here and taste.

the outside of a white hotel with tables and parasols in a garden

Garden dining by night at the Hostellerie Cèdre & Spa Beaune, Burgundy

Our room was characterful and split-level, with bedroom and bathroom on one floor and a living area in a gallery above, big enough for a group of four to stretch out on the sofa and chairs, fine wines in front of them, and chat into the night. The room didn’t have a big view but it had an interesting one, across the outskirts of Beaune to the vineyard slopes creating its eponymous, and delicious, red wine. One of the world’s most ancient vineyard sites, its history can be traced back 1,000 years. This is a soulful hotel.

A massage chair with a brown towel on it surrounded by stone and glass walls

The stylish Nuxe Spa in the vaults of the Cèdre

Our focus the next day was a drive across the countryside of central France, from one of its great winegrowing regions, Burgundy, to another, Champagne. These are connected by an autoroute, and getting there can take fewer than three hours. But that would not do justice to a car like this, so we took the back roads instead. First, we wound our way up the low, but very definite ridge of the Côte-d’Or, where we saw the same Burgundy vineyards we had seen from our hotel room, and then through forests, glades and ancient villages on the Plateau de Langres. This is Charlemagne territory, one of the most historic but unexplored parts of France. In each village there were at least a few grand houses, hundreds of years old, that wanted to tell a story.

A lounge with a fireplace and leather brown chairs

A cosy ambience at the Cèdre Lounge Bar,

The Aston ambled happily through them, like a big dog strolling with its mistress, then roared down the empty byways when the countryside emptied out a little. After a couple of hours, wanting to make it to Champagne for our next meeting, we headed back towards the autoroute, joining it near Charles de Gaulle’s home village of Colombey-les-Deux-Églises. On the smooth French highway, the Aston reverted to its alter ego of relaxed grand touring car, purring quietly.

Champagne bottles lined up

The sublime tasting at the Deutz champagne house, France

Deutz is not a champagne house that is familiar to so many international wine collectors. It doesn’t market itself like the region’s more famous names. Perhaps it doesn’t need to, we reflected, as our taxi dropped us at the maison’s cobbled courtyard (the Aston having been parked safely at our hotel for the night). After a tour of the massive underground cellars, we were shown into a beautiful historical house, its decor preserved as the Deutz family created it in the late 19th century. The tasting room was really a garden room, looking out onto lawns and intricately planted borders.

A window with flowers behind it

Window views from the garden room at the Deutz champagne house

Deutz is about quality more than marketing – more than anything, we thought, as we were guided through a selection of the maison’s champagnes. The vintage rosé, 2013, was delicate, balanced, floral and beautiful. They only got better. The prestige cuvée, Cuvée William Deutz, had a power, a richness and a kind of nobility to it – the sort of champagne you would serve at the coronation of a king (a shame the French got rid of theirs), or perhaps at a dinner to mark the 200th anniversary of your watch manufacture. But it was another one of their champagnes that really got into our souls.

three wine glasses on a table

Tasting of Cuvée William Deutz and Amour de Deutz

Amour de Deutz is made from 100 per cent Chardonnay, the best picks of the white grape that the maison gets its hands on every vintage. We tasted the 2013, 2009 and 2008. They were sublime: complex nutty creaminess, a savoury edge, richness yet ethereal lightness and a kind of golden flavour. Each was more powerful than the last, yet as gentle as a butterfly. Featherlight yet eternal.

Read more: Great Drive: Santa Monica to Napa Valley, Califonia

The next day, powered by memories of the Amour de Deutz, we cruised back to the UK in the beautiful, purring Aston, a case of golden champagne treasure in its (small but adequate) luggage compartment. The perfect little grand tour in the perfect grand tourer.

Find out more:

astonmartin.com

cedrebeaune.com

champagne-deutz.com

This article was first published in the Spring/Summer 2023 issue of LUX

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Reading time: 7 min
Luxury timepiece assembled by hand with tweezers
Luxury timepiece assembled by hand with tweezers

The Zenith El Primero Elite

With its revolutionary new mechanism, Zenith has challenged a 300-year-old watchmaking standard. Rachael Taylor meets the innovator behind the brand

In the Jura mountains, a high-altitude stretch of Switzerland deeply embedded in watchmaking heritage, Julien Tornare is operating a start-up. A 153-year-old start-up. Or at least that’s the way the Zenith chief executive views his leadership of this watch brand in flux.

The past couple of years have been stacked with innovation for Zenith. At global watch fair Baselworld in 2017, the maison delivered a reboot of the quite aptly named Defy collection that has shaken up not only its own offering, but the watchmaking status quo. The star of that first new wave was the Defy El Primero 21, a high-beat chronograph that can offer timing accuracy to 1/100th of a second, should you need to be absolutely sure which of your colleagues can complete the morning coffee run the swiftest.

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Defy Classic luxury watch by Zenith

The Defy Classic with a blue alligator leather strap

Six months later came the really big news. Defy Lab, an experimental line of watches powered by silicone oscillators, not metal, had the watch community ready to self-combust. This was the first time that someone – Guy Sémon, a physicist and former French navy pilot, who is now the general director of Zenith’s sister brand TAG Heuer, to be exact – had successfully challenged the 300-year-old balance spring method developed by Dutch horologist Christiaan Huygens, the man responsible for the satisfying swing of an oscillating weight on your wrist.

What in traditional mechanical watchmaking once required 30 individual metal components, can now be done with just one silicon part. As well as reducing possible mechanical complications by having only one component to maintain, and making the watch lighter, this alternative silicon-driven mechanism also uses less power, and so increases the power reserve of the watch.

Luxury watchmaking laboratory in Switzerland

Zenith watches are still made in its atelier in Le Locle, Switzerland

Classic style watch by luxury brand Corum

The Defy Classic

When the Defy Lab watches were launched, just 10 were made, and these experimental timepieces were very much sold as experiences. For an entry fee of CHF29,900, a small group of connoisseurs was inducted into the Defy Lab. Each was flown first class to Switzerland to collect their watch, and have dinner and a wine tasting session with Tornare and his boss Jean-Claude Biver, the charismatic president of Zenith parent company LVMH’s watch division. Between jovial sips and nibbles, the two pressed upon these early adopters that by supporting this launch, they are now part of watchmaking lore, and also that their watches might be less than flawless.

“There might be some corrections,” admits Tornare. “I told them, you’re buying the research so your watches may not be perfect. They understand that they are part of the turning point, not only for Zenith but for the whole [watchmaking] industry.” Rather than be put off, this collusive, pioneering spirit has the collectors rapt – and connected. “On their own initiative, they have created their own WhatsApp group,” says Tonare.

Read more: Why you need to see the Rodin “Draw, Cut” exhibition at Musée Rodin, Paris

While the Defy Lab launched to much fanfare – with watches delivered by drone to a packed-out preview as Biver shouted, “We are the future of watchmaking!” – the use of silicone has had its detractors, who are worried that this game-changing engineering could destroy traditional horology. “Every time we change something you have two different reactions,” muses Tornare. “Purists are often against change, but when you get to the wider population of clients and millennials, that’s what they want. They want to buy something that brings something new and creative. We have to work between these worlds.”

Though he refers to the purists as friends, it is the more adventurous crowd that Tornare is really pursuing with the new direction in which he has been pushing Zenith since his arrival at the brand 18 months ago. “I worked a lot with Mr Biver [when I first joined], we exchanged a lot on the DNA of the brand,” he says. “In 153 years of history, there has always been a very strong spirit of innovation. Now the big question is, how do we keep millennials interested in mechanical watches? If we don’t want to become a museum brand, we have to keep bringing new things.”

When speaking of Zenith’s innovation, Tornare refers to the El Primero, which, when it launched in the 1960s was the first Swiss-made, fully integrated automatic chronograph, making it revolutionary at the time. And the line remains one of the most respected automatic chronographs in its price range today. Yet, like the rest of the Swiss watch industry, Zenith got complacent in the boom times. “The whole industry became a little bit static, especially in the past 12 to 15 years when all the brands did so well with the first generation of Chinese [wealthy consumers] buying anything at any price. Maybe the industry became a little bit lazy. Global brands tended to look to the past, including Zenith. It’s very important to wake up. We need to build from our heritage, but also create for the future.”

Zenith branded building with white facade and orange writing

The Zenith building’s facade bears the initials of founder Georges Favre-Jacot

Zenith watchmaking workshops in Switzerland

Zenith’s manufacturing facility was renovated in 2012

Tornare is applying this methodology not only to the products that Zenith produces, but to the entire company ethos. And with freshly installed ping-pong tables and cosy weekly breakfast chats with the entire team, he is consciously creating a start-up culture within a heritage luxury business. The concept is so alien that the highly respected IMD business school in Lausanne, at which Tornare himself studied, is currently working on a case study about Zenith and the challenges of being a retrospective start-up.

Luxury timepiece by Swiss brand Zenith

The Defy Classic with a titanium bracelet

Yet, for Tornare, who has spent much of his 25-year career in watches outside of his Swiss homeland, taking jobs in Hong Kong and the US, it makes perfect sense. “We have to think differently,” he says. “Swiss watch companies, and those located in the mountains, such as Zenith, are turned to the past. When I came on board, I started talking about a start-up spirit. I want to be innovative and dynamic.”

Read more: We ask Corum’s CEO Jérôme Biard 6 Questions

With a large staff deeply ingrained in Swiss watch culture, spread over 18 buildings, it was a hard sell at first. “The first [breakfast] sessions were difficult as it was a bit of a one-way speech and people were not interacting, but by the fourth session they got the exercise and one watchmaker stood up and asked, ‘Why don’t we have big celebrities like other brands?’,” says Tornare, who deftly responded that the lack of star power comes down to budgetary issues. “For me, though, it’s not about ideas to implement, it’s about the exchange and to make them feel part of the adventure.”

Stacked watch plates during the manufacture process

Stacked watch plates during manufacturing

The next step in that adventure is to commercialise the Defy Lab watches. “From the very beginning, we didn’t want to have 10 prototypes and then stop there,” says Tornare. “I still remember as a kid at the Geneva car show, you could see so many great cars looking like space ships, but they would never get on the market.” This isn’t what he wants for his brand.

Moving Defy Lab beyond science experiment status to full-blown innovator requires scale, and Tornare is “95 percent sure” that just after Baselworld 2019 at the end of March next year, Zenith should release a more commercial offering of these watches. Production levels will depend on keeping to a strict testing schedule, but Tornare is hopeful of producing between 400 and 600 watches, which he expects to be offered at a more accessible sub-€15,000 price tag.

The margin of error is so high for the silicone oscillators, that should the shape be out by a micron (the silicone is cut by laser and hand corrected), it will not keep time accurately, and as such, each watch needs to be individually tested. Tornare should know more at the end of the summer, when his team return from their holidays and bring back the Defy Lab watches they have been testing in different environments. Not quite the strict lab conditions we expect from Switzerland, but this crowd-funded research most definitely fits in with the all-new modern attitude of this evolving watchmaking legend.

View Zenith’s collections: zenith-watches.com

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Reading time: 7 min