Founded in Florence in 1860, Panerai’s expansion started in 1935 when it was given a contract to supply absolutely watertight watches with brilliantly luminous hands to the Italian Navy divers.
These watches developed by Panerai at that time, including the Luminor and Radiomir, were not made for civilians.
They were covered by the Military Secrets Act and were launched on the international market only after the brand was acquired by the Richemont Group in 1997. Today Panerai develops its movements and watches at its Neuchâtel Manufacture including the Laboratorio di Idee, and has garnered a coterie of obsessive fans who call themselves Paneristi, who are well-versed in the brand’s somewhat intriguing history.
Panerai is embracing eco-friendly practices across all aspects of the business – including the use of their new material eSteel™ a recycled-based steel alloy and using recycled packaging to help reduce the environmental footprint.
Our partnership with Panerai continues to go from strength to strength; working in collaboration, we focused on the core collections of Panerai to drive a multichannel return for maximum performance through our online watch campaign, consistently driving footfall to the showrooms and optimising online sales. We supported the launch of the Panerai Luminor and Submersible Quaranta Quattro through a targeted paid social media campaign as well as our Calibre podcasts and YouTube videos. We were proud to interview Alessandro Ficarelli, the CMO of Panerai at this year’s Watches and Wonders, broadcasting on our social channels; providing insight into the Panerai Radiomir – where we were the first to market. We also supported the first to market through co-op print advertising in key national titles.