SJX Watches
Dior Revives the Chiffre Rouge Chronograph
In the midst of a resurgence that makes it both one of the biggest and fastest growing luxury brands, Dior nonetheless has a barely-there presence in the watch segment – particularly in mechanical watches – despite having offered watches since 1975. This contrasts with its peers like Chanel, Hermes, and Louis Vuitton, all of which have invested significant resources into making serious watches, particularly compilations and métiers d’art offerings. Now Dior is embarking on an overhaul of its mechanical watch offerings by returning to the Chiffre Rouge, a model first unveiled in 2004 that was distinguished by an asymmetrical case accentuated by a red crown or pusher at four. More streamlined and almost monochromatic, the Chiffre Rouge Black Ultra-Matte Chronograph has a black-coated, 41 mm case containing the Zenith El Primero movement. Initial thoughts The Chiffre Rouge stood out as a memorable design model from the 2000s, although its mechanics were rarely serious. The earlier chronograph models, for instance, relied on either ETA or quartz movements. Dior also never made a real effort to upgrade the model, so it was mostly perceived as a “fashion” watch. The redesign gives the Chiffre Rouge more appeal, as it retains the original, distinctive styling but with a definitely superior movement. That said, I would have done away with the date window at four for a clean geometric-patterned dial. The key feature of the new chronograph is the Zenith El Primero, which ...
