Kicking off the rollout of its new retail concept in Europe, Zenith watchmaker has started with Le Bon Marché Rive Gauche. The sales environment is fresher, lighted and has a clear line of communications. There are four different sections, each carrying a different theme, corresponding to watch styles and families — the pilot section, indicated by a small globe of the world; the Defy, which represents the label’s technical prowess; the chronomaster, which has a close link to the manufacturing facilities and the El Primero movement, and the classics. The new retail concept was first introduced into a store in Tokyo’s Ginza district, followed by one in Singapore, and then Shanghai. The space in Paris also includes a ‘history bar,’ where clients can have a seat and order a drink. Internet sales are playing a role for the brand and having risen to account for 5% of sales; the brand launched e-commerce sites in Europe and the U.S., followed by Japan and a WeChat space in China.