The Luminor Tre Giorni, a new model for 2025, features a large 47mm case and a design reminiscent of military watches of the past. This represents a change of direction for Panerai, which has been working to attract new customers in recent years through the 38mm Luminor Due and other models.
Text by Masayuki Hirota (Chronos-Japan)
Edited by Yukiya Suzuki (Chronos-Japan)
[Article published in the July 2025 issue of Kronos Japan]
An interview with Panerai Chief Managing Officer Alessandro Ficarelli
Panerai Chief Managing Officer. After graduating from Lewis University in 2000, he became a product manager at Bulgari. He joined Panerai in 05, became product director in 11, and has held his current position since 21. He currently oversees marketing, communications, heritage, and product strategy. Having supported Panerai since the time of Angelo Bonati, he can be said to be a key person in bringing consistency to the company's products.
"Our strategy is one of evolution, not change," says Alessandro Ficarelli, the company's CMO. "Watches like the Luminor Due are aimed at emerging markets and new fans, including women, but we have also focused on Panerai's DNA: boldness, functionality, and high legibility." The Tre Giorni is not so much a return to the brand's roots as it is a move to reaffirm its core.
So what about the movements? "We develop complicated mechanisms such as minute repeaters, perpetual calendars, and annual calendars in-house," he emphasized, but added, "Each model is equipped with the movement that best suits its purpose, and we don't insist on dividing it into in-house and externally sourced movements." It's an undeniable fact that the slim P.900 has broadened Panerai's customer base.
Instead, Panerai seems to be focusing on a series of "Experience Editions."
"This is more than just a sale; it's an opportunity to create a deeper connection with the brand. Through experiences like an adventure with Mike Horn or a voyage on the historic Eileen, owners can immerse themselves in the brand's universe."
It's a very unique attempt, but the fact that these models sold out in such a short time proves the effectiveness of the strategy.
The new PAM03312, unveiled at the 2025 Watches & Wonders Geneva, is an evolution of the classic PAM01312. It features the new Caliber P.980 movement, based on the Caliber P.900. The sapphire crystal caseback returns, and water resistance has been improved to 500m. The case is also slightly thinner and lighter. Perhaps this evolution of this popular classic model signals a new direction for Panerai. Automatic (Caliber P.980). 23 jewels. 28,800 vph. Power reserve of approximately 3 days. Stainless steel case (44mm diameter, 13.7mm thick). 500m water resistance. Price: 132 million yen (tax included).
In terms of material strategy, new materials such as Carbotech, BMG Tech, and Ti-Ceramitech are continually being introduced. "Each material has a clearly defined function, and we select the optimal material for each purpose." Regarding case size, he explained, "The core is 44mm. While continuing with the classic 47mm model, we are also responding to demand for 38-40mm sizes."
So, where does he see Panerai's place in the luxury sports watch market? His answer was a bit surprising.
"We prioritize practicality over status. All our products are designed for extreme environments and we value the reliability of tool watches."
The pride of the brand as a supplier to the Italian Navy remains at the heart of Panerai: "We remain a unique entity that combines Italian design with Swiss engineering."
If that's the case, then surely we can have high hopes for Panerai in the future?
【お 詫 び と 訂正】
This article was originally published on page 31 of the May issue (No. 118) of Chronos Japan, released on April 4, 2025. There was an error on the page in this magazine. The correct version is as follows. We apologize to our readers and all those involved and have made the correction.
P.31 Photo caption (description) Model name
Incorrect: Luminor Tre Marina
Correct: Luminor Marina
