zai?

There were two logos on the letterhead of the invitation. One was the familiar Bentley logo, and the other was inscribed with 'zai' in a stylish font.

It seemed to be a Swiss ski manufacturer, but I had never heard of it or seen it before. Of course, I am not a ski expert, and it has been a long time since I frequented the slopes every winter. It might be natural not to know about newly emerging brands, but the sound of 'zai' is what intrigues me. Intuitively, it doesn't sound like an English word. On the other hand, Switzerland has German and French speaking regions, so I assumed it must be one of them as I headed from Narita Airport, bustling with year-end travelers, towards Zurich, Switzerland's largest city.

Bentley Skis

This was the first I had heard that Bentley had partnered with a ski manufacturer and was releasing skis bearing its name.

The story goes that about four years ago, Franz Josef Pefgen, then CEO of Bentley, visited the ski resort of Disentis in Switzerland.



zai had 8 employees when it was founded in 2003, and even after about 10 years, the number has only grown to 12. After all, they are a high-end, handcrafted ski manufacturer that meticulously produces about 1,000 pairs of skis by hand each year.

Skis This Beautiful Exist?

'Mr. Pefgen was intently examining the materials used in our skis,' says Jacomet.

zai offers several models with topsheets made from materials like walnut and Himalayan cedar. Their beautiful wood grain is reminiscent of the leather and wood interiors that are a major attraction of Bentley.

It's no wonder Pefgen was astonished upon encountering zai skis, exclaiming, 'Skis this beautiful exist in the world...'

The materials zai uses are not limited to conventional ones like wood. They also utilize carbon fiber, the latest synthetic fibers, natural rubber, stainless steel, and even a type of stone (!).

'We use these not only for their aesthetic appeal but also for their excellent properties as ski materials,' he explains.

Jacomet's words were filled with confidence.

We Don't Just Want Skis with 'Bentley' Written on Them

Some time after Pefgen's visit, he received an invitation. It was to invite Jacomet to Crewe, Bentley's headquarters in the UK. During this visit, he made numerous discoveries at the Bentley factory.

'For example, I learned that Himalayan cedar has excellent shape stability. They had tested an enormous number of materials and possessed detailed data on them. A small manufacturer like ours could never replicate that.'

During this visit, Pefgen proposed to Jacomet, 'We would like to form a partnership with you.'

'However,' he continued, 'it's not simply about adding skis with the Bentley name to our collection.'

Let's Try zai!

In other words, Pefgen sought a connection with zai that went beyond mere branding, aiming for something deeper.

Jacomet responded earnestly to this proposal. 'We started development from scratch and created a completely new product.' Thus, 'zai for BENTLEY' was born.

Furthermore, even the most affordable model in zai's lineup costs around 400,000 yen, while 'zai for BENTLEY' is the most expensive, priced at approximately 800,000 yen (!).

The Reason for Bentley x zai

However, I quickly understood. Even a clumsy skier like myself could ski easily and safely without falling. This is the greatest characteristic of zai skis. Among them, the 'zai for BENTLEY,' made with carefully selected materials, boasts exceptional vibration absorption, allowing for a completely stable ride even at high speeds.

When you think about it, this is very similar to Bentley's approach to car manufacturing.

For example, the Continental series boasts racing-car-level high power of 507-625ps, yet ensures safety through a sophisticated full-time 4WD system and numerous electronic devices. You can enjoy high-speed driving with peace of mind, without needing special driving techniques. In essence, Bentley and zai share common ground not only in their pursuit of high quality and craftsmanship but also in their philosophy of 'providing hardware that allows for safe and enjoyable high-speed performance.'



This time, we visited Disentis driving theContinental Flying Spur Speedand theContinental GT V8, and enjoyed comfortable and relaxed driving not only on highways in near-freezing temperatures but also on narrow, snow-covered roads. As a means of transport for a ski trip, the Bentley Continental series is an unparalleled luxurious choice.

What is zai?

Let's return to the beginning and discuss the origin of the company name, zai. Switzerland actually has four official languages: German, French, Italian, and Romansh. However, Romansh, which is said to be close to ancient Latin, is only spoken in a small part of southeastern Switzerland, with only about 35,000 people using it daily. In essence, Romansh is a language on the verge of extinction.

By now, you've likely guessed: zai is a word from Romansh. Founder Jacomet comes from a family that has spoken Romansh for generations. In fact, all employees at zai, besides Jacomet, speak Romansh. Thus, the company name 'zai' embodies the deep pride of Jacomet and his team.



Incidentally, 'zai' means 'tough' in Romansh.