Was Zenith looting the (newly rediscovered) warehouse for 281 movements and putting a gaudy case and dial around them?
Cases and dials are usually outsourced to specialist maisons, so Zenith likely wasn't making those under the old roof. And if the movement was essentially their own stale production ebauche, they were doing what everyone else in the industry was doing (ie, becoming a "Branding" company rather than a watchmaking company) while constructing the illusion of a rehabilitated atelier.
How far off base am I?