Spotlight: LVMH unit debuts watch in the U.S.

Executives: Francois Manfredini, president; Michael Fankhauser, general manager; Sabine Roux, international marketing director.

Tagline: Swiss Watchmakers Since 1865

A prestigious watch brand with a rich history in Europe launches this month in the U.S., and aims to end its "cult" brand status.

LVMH Moet Hennessy Louis Vuitton last year bought Zenith International. Long-banned from the U.S. because of a trademark pact with TV maker Zenith Radio Corp., LVMH, which also owns Tag Heuer watches, resolved the issue.

The effort from ad agency Air, Paris, aims to introduce the watches to Americans as the makers of its flagship, the Chronomaster. Print ads, appearing in May issues of Vanity Fair, as well as regional titles, showcase the flagship's El Primero automatic chronograph movement. "We wanted to showcase ... the technical part that sets us apart-but do it in a beautiful way" Sabine Roux, international marketing director said. Retailers in New York and Boston began to sell the watches last week. A national rollout is planned for September. Prices range from $2,100 to $25,000.