Le Locle, February 26 2024: The worlds of cutting-edge watchmaking and extreme sports collide as ZENITH proudly welcomes freeride skiing sensation Richard Permin as its newest Friend of the Brand.

Known for his freeride and steep skiing, Richard Permin is recognized as one of the most talented of his generation of skiers. His talent and experience in the art of free skiing redefine the sensation of adventure sports.

After taking part in several freeride ski competitions around the world, he embraced his creative side and chose to participate in and create several films in different extreme environments, including Alaska. His latest film, Odysseus, is a symbol of the kind of creative art Richard wants to propose.

Known for his jaw-dropping feats and fearless approach to freeriding, Richard Permin perfectly embodies the ZENITH philosophy of Time To Reach Your Star — pushing one’s own boundaries to reach new heights and achieve the impossible. His passion for extreme sports aligns seamlessly with ZENITH’s commitment to craftsmanship, precision, and innovation.

Richard Permin states: “Precision in my movements and in my preparation when I want to take on new skiing challenges is a prerequisite for doing a good job and having fun at the same time. ZENITH’s meticulous approach to product design is a good match for the rigour I use in preparing my performance projects on skis. The creative and aesthetic side appeals to me enormously, so I felt perfectly at ease with the idea of becoming a Friend of the Brand at ZENITH.”

Never one to shy away from facing extreme challenges head-on, Richard is aiming to reach his next star and setting a new personal record. “I’m currently working on the next star I’d like to reach. A downhill line never done before with a breathtaking jump!”

ZENITH CEO Benoit de Clerck added, “ZENITH has always been about pushing the boundaries of what is possible. Richard Permin embodies the spirit of daringness and determination that also drives us, as well as the pursuit of performance and precision symbolized by his Chronomaster Sport Titanium. We are extremely thrilled to welcome him on board as one of our dear Friends of the Brand and look forward to his next adventures!”

For his most recent adrenaline-filled exploits, Richard Permin has chosen the Chronomaster Sport Titanium on a black rubber strap as his trusty companion. The latest iteration of the award-winning 1/10th of a second automatic high-frequency chronograph, the Chronomaster Sport in titanium retains the iconic design, now with a light yet durable case and bezel crafted in grade 5 titanium. Matching its muted tones is the tricolour dial, reimagined in shades of grey.

Press releases