SJX Watches
The Dior Chiffre Rouge Chronograph in High Contrast Red and Black
The latest iteration of Dior’s asymmetrical wristwatch builds on last year’s all-black release. The new Chiffre Rouge Chronograph retains the signature asymmetrical DLC-coated steel case, but adds a striking red-gradient dial adorned with Dior’s trademark geometric pattern. But this is not merely a “fashion watch”, as inside is the Zenith El Primero 400, another example of the group-level movement strategy at LVMH. Initial thoughts Dior has been producing watches since the 1970s, but struggles to resonate with watch enthusiasts, who often dismiss its offerings as “fashion watches” – a challenge faced by other fashion or leather goods makers. The brand has been making “serious” watches on and off over its history, and last year reintroduced a Chiffre Rouge Chronograph powered by the El Primero. While the stark, edgy design of the watch is not for everyone, it is mechanically credible, albeit steeply priced. At US$17,000, the price is definitely more Dior than Zenith. It’s also substantially pricier than last year’s model with the same movement. The value proposition is difficult to justify. A more advanced movement, like Zenith’s latest generation El Primero 3600, would make this more compelling. Red gradient dial The new Chiffre Rouge mirrors last year’s model, retaining the signature cannage-patterned crown and polished bumpers on the right flank. The chief update is the red gradient dial, which features Dior’s signature geometric motif. Powe...
