Zenith has just announced its first on-line watch exclusive to the USA – the Defy Classic Swizz Beatz Edition.

Limited to 50 pieces, this new timepiece is available only in the US at swizz.zenith-watches.com. Featuring quotes from the Grammy Award winner and Friend of the Brand Swizz Beatz, this limited edition comes in a box that doubles as a functioning turntable for 10” vinyl records.

The Defy Classic Swizz Beatz Edition comes in a black ceramic case with a blackened skeleton dial, with an orange flange ring and matching central seconds hand and two straps – an orange textured rubber strap and a rubber-backed alligator strap with orange stitching.

In an exclusive interview with Revolution.Watch, Zenith CEO Julien Tornare explains why the brand decided to do an online exclusive for this timepiece: “In contrast to the view that was commonly held in recent years that monobrand boutiques were the way to go, it has become abundantly clear that Zenith and the watchmaking industry as a whole need to up their game with regard to online marketing and sales. At Zenith we are naturally still interested in both options and there are certainly still many customers out there who prefer the brick-and-mortar experience. However, those that survive will be those with a good understanding of the digital world and e-commerce in particular. Our partnerships with Mr Porter and Farfetch are examples of how we are exploring the potential of strengthening our online presence. One of the advantages of online is that the reduction in intermediaries enables us to offer consumers a more attractively priced product. We are well-known and proud of our spirit of innovation and this is a truly 21st century example of exploring new territory. The Defy Classic Swizz Beatz is our first online-only product in the USA and together with our Friend of the Brand, Swizz Beatz himself, who is well-integrated in this part of the world, affords us an excellent opportunity to consolidate our presence in the American market with an affordable limited edition Defy timepiece in a brand-new material – black ceramic.”

Swizz Beatz is proud of his collaboration with Zenith. “Zenith is the brand of confidence,” he says. “It’s also the brand that has mastered the art of time and quality. Zenith is the brand of the future and I’m happy to be a part of it with Julien. Sky’s not the limit, it’s just the view.”

For Zenith, the USA was the perfect market for this online-only piece. “Choosing the USA for our online launch and the simultaneous launch of a new limited edition timepiece represents a new adventure of the kind we thrive on,” Tornare elaborates. “And perhaps no-one quite embodies the ‘land of the free’ like Swizz Beatz – the quintessential free spirit! We’re going to be selling the Defy Classic Swizz Beatz through a dedicated online portal where experiential meets e-commerce and is the epitome of our innovative spirit and the creative freedom that characterizes Swizz Beatz. The US market is one of the most mature in terms of online consumer habits and experiences. It was thus a natural first choice of location on which to launch this type of operation which we expect to extend to a more global level in the future.”