Julien Tornare is a young CEO of a major brand who could easily be described as a CEO 2.0. He is a man of his time, a connected man, a man who has embraced management methods that some of his more conservative, older peers might find downright crazy. Yet Jean-Claude Biver knew exactly what kind of man he was recruiting from Vacheron Constantin, the magnificent Geneva brand where Julien Tornare spent 17 years building his career. And Tornare, for his part, knew that with Jean-Claude Biver, always one step ahead of the competition, he would have room to express himself. The man we met at the launch of the Zenith Defy Lab in Le Locle, Switzerland, was enthusiastic, driven and brimming with infectious energy. Julien Tornare is the sixth personality in our “Watchmaking Who’s Who”, but the first to answer our questions on camera. Action!
On this page
- Which watch are you wearing for this interview?
- What is your greatest achievement in watchmaking?
- What is your favourite watch complication?
- What passions do you have besides watchmaking?
- What would be your dream watch?
- How would you define luxury?
- Which brand (watchmaking or otherwise) best embodies luxury in your view?
- Who inspires you?
- Which quality do you value most in others, and which of your own flaws do you regret?
- Is there a quote you particularly like?
- What time is it?
| Last name | Tornare |
|---|---|
| First name | Julien |
| Year and place of birth | 1972 in Geneva |
| Number of children | 3 |
| Current position | CEO of Zenith (LVMH group) |
| Last three positions held in watchmaking | Manager Switzerland, then Manager North America, Vacheron Constantin (2000, 2009) International Sales, Vacheron Constantin (2009, 2011) Managing Director Asia-Pacific for Vacheron Constantin (2011, 2017) |
| Highest degree | IMB Business School Lausanne |
Which watch are you wearing for this interview?
I am wearing the famous Zenith Defy Lab , which we made in just 10 pieces sold to collectors, plus two pieces kept for our museum, here in Le Locle.
What is your greatest achievement in watchmaking?
I have been in watchmaking for about twenty years, and I genuinely feel that I am working on my greatest achievement right now. When Mr Biver presented the Zenith project to me, a relaunch driven by innovation, which is one of the brand’s defining traits, I did not hesitate for a second. Today I have arrived at a fantastic moment: we are launching the Defy 21, which is already a commercial success, the Defy Lab we have just unveiled, plus everything we are going to build on these projects. I really feel that I am writing the finest chapter of my watchmaking career.
What is your favourite watch complication?
The perpetual calendar. It is an impressive complication, difficult to make and difficult to adjust.
What passions do you have besides watchmaking?
My passion grew while working in watchmaking, surrounded by enthusiasts. Beyond that, I love sport, which builds discipline, rigour and energy. I am also passionate about wine, which I collect. With each vintage, I try to remember what I was doing at that time. It is very emotional. Wine, like watchmaking, stirs passion.
What would be your dream watch?
It would be a watch that looks to the future while also being timeless. That is exactly the exercise I want to carry out with Zenith.
How would you define luxury?
It is something precious, something you cherish, and something that conveys passion. That passion must be timeless. I have bottles of wine and watches that stir that kind of emotion every time I look at them.
Which brand (watchmaking or otherwise) best embodies luxury in your view?
There are quite a few. The clothing industry is very fashion-driven, so it keeps changing. In watchmaking, we think long term, about durability. But in clothing, I discovered Loro Piana, which represents something truly exclusive.
Who inspires you?
I should say Mr Biver. That goes without saying! Long before he became my boss, I considered him one of the two or three key figures in watchmaking over the past 30 years. In the Zenith project, one of the decisive factors in my coming on board was the chance to work with Mr Biver. For me, working alongside him, for as long as possible I hope, is a tremendous opportunity!
Which quality do you value most in others, and which of your own flaws do you regret?
One essential quality, which I want to instil in the Zenith mindset, is the start-up spirit. We have to be flexible, energetic and agile.
Is there a quote you particularly like?
There is a quote I like from Richard Branson: “Want to make your customers happy? Make your staff happy!” Management by fear does not work. In Silicon Valley they talk about a “Chief Happiness Officer”, people whose job is to think about how to make their staff happy.
What time is it?
If I read my watch correctly, it is 2:25 (2:25 pm, editor’s note). We are in the dark, it is not that I cannot see my watch (smiles).
Discover the Zenith collections on the brand’s website.
Leave a Reply