The publicity shots look like stills from a Mr and Mrs James Bond movie. He cuts a dash on a speed boat, walking away from his sports car, carrying his scuba gear, or just standing by the pool. In every shot he is, of course, wearing a large watch that looks manly, chunky, capable. For this, after all, is a Zenith watch campaign.

But wait. He’s not alone. Beside him – or draped around him – is a woman. And she’s wearing the very same watch. Well, give or take a spot of rose coloured gold here, or perhaps the most marginal of millimetres in diameter there. But really, we’re talking pretty much identical – and large. Welcome to the new Zenith Class, Defy and Chronomaster ranges with the tagline “His Watch...For Her” – the new watch world order where the motto is share and share alike.