Does everyone know? The watch love affair between Zenith and “Lupine the Third” actually started in 1971! And this cooperation is not a simple joint name, but a perfect cultural collision. Zenith’s classic A384 watch not only left a deep mark on the watchmaking industry, but also became the “standard equipment” of the anime character Daisuke Jigen. Want to know how this watch sparked a craze among young people? Then read on!

Zenith’s relationship with “Lupine the Third” watches

The cooperation between Zenith and the anime “Lupine the Third” began in 1971. At that time, the character Daisuke Jigen in the animation wore a fictional watch based on the Zenith A384. This was the first time we saw the connection between the two. Although this watch does not exist in reality, its prototype is a Zenith watch called A384. In our opinion, this is simply the best example of the combination of brand and culture.

The Zenith A384 watch was officially launched in 1969. It was a masterpiece of watchmaking technology of that era. The 37 mm stainless steel case was equipped with an El Primero automatic chronograph movement, which was very advanced technology at the time. The black and white color scheme of the watch is highly recognizable, and it is also the first watch in the world with three chronograph dials.

Perhaps it is precisely because of the important position of this watch in the history of watchmaking that the cooperation between Zenith and “Lupine III” has been so smooth. Both parties know what the other represents, and both hope to take this opportunity to achieve their respective goals.

For Zenith, although the brand history is almost a hundred years old, it still gives people an impression of “old craftsmanship”. It seems that it has been trying to prove to the outside world that it is a watchmaking brand with a story and heritage, rather than a watch manufacturer blindly chasing market trends. The influence of animation works is self-evident. Using them as a carrier of brand promotion can effectively enhance the brand’s image in the minds of young consumers.

As for “Lupine III”, jointly launching a limited edition watch with Zenith can of course also increase the popularity of the work itself. It can be said that the two have what they need.

Since 2019, Zenith has successively launched a number of “Lupine III” co-branded watches. What was just released this year is the fifth Dimension Daisuke special edition limited to 200 pieces. We know that the A384 that appears in anime works has a typical “panda face”, with a black dial and a white dial. The new special edition uses black micro-sandblasted titanium as the case material, and changes the dial color to a slightly yellowed cream surface. This change almost perfectly restores the performance in the anime.

We can’t help but sigh that the joint branding between Zenith and animation is so successful. From the beginning, the trademark was downplayed, and now the word ZENITH is clearly visible. This change shows that the brand has begun to pay attention to the traffic from the two-dimensional world.

Although watch enthusiasts and Lupine fans may be familiar with this name, for the vast majority of young consumers, this is still a very new brand, which may be the most important significance of the new watch.

Watch culture continues to enrich

For “Lupine III”, jointly launching a watch with Zenith can of course also increase the popularity of the work itself. It can be said that the two get what they need. The influence of animation works is self-evident. Using them as a carrier for brand promotion can effectively enhance the brand’s image in the minds of young consumers, rather than watch manufacturers blindly chasing market trends.

Four years have passed since the release of the first joint watch in 2019. We are pleased to see that this cooperation is continuing and getting deeper and deeper. It is not limited to imitation of appearance design. Zenith has also begun to try to innovate in function. We believe that joint works launched in the future will be more attractive to consumers in terms of design and function.

Conclusion

This collaboration between Zenith and “Lupine the Third” is really exciting. It not only retains the brand’s classics, but also attracts the attention of young consumers. It can be said to be a win-win situation! What do you think of this kind of cross-border collaboration? Welcome to chat about your opinions in the comment area, and don’t forget to like and support!