<div style="page-break-before:always; page-break-after:always">Though we reserved this news for our Fall issue, we opted to wait for the Singapore angle to become official. Local model-actress Sheila Sim has joined Zenith on its new DreamHers campaign, which is something of an important milestone in brand associations. We have high hopes here because of Zenith&rsquo;s, well, patrimony. Known primarily for amazing chronographs and a passion for breaking speed limits in mechanical timekeeping, Zenith does not have a strong track record in creating watches for women. That said, we did like some of the form watches that debuted in the 2000s as well as the Open Heart series; Zenith CEO Julien Tornare candidly says these were winners but he did not want to simply replicate this approach. The Defy Midnight deserves a better spot than this, and it will have it, but this story is really about that new DreamHers campaign.<img src="https://magarticles.magzter.com/articles/6288/598554/601a544f4588a/1612338167189.jpg" owidth=504 oheight=302" width="300" />While brands typically recruit celebrities to tout their wares, Zenith went another way by working with a diverse field of high profile but relatable women. This is more newsworthy at Zenith because the star is the motif of the brand, but when it comes to the slogan, Reach for Your Star, Tornare thinks people should reach for their own success, not that of others. That is a fairly radical proposition from a luxury watchmaking brand belonging to the LVMH Group - no shrinking violets there. Besides Sim, Zenith is also working with other notable women, including ballerina Precious Adams, chef Amandine Chaignot, and former gymnast and TV personality Airi Hatakeyama. They are a diverse bunch, woh have interesting stories that are not thoroughly played out in the media. Like Sim, the DreamHers (we could not resist) are all accomplished but they are still reaching for the stars. We salute Zenith on this clever move and are keen to see where this story takes us in 2021.<div style="page-break-before:always; page-break-after:always"><img src="https://magarticles.magzter.com/articles/6288/598554/601a544f4588a/1612338167036.jpg" owidth=470 oheight=705" width="300" />

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