Panerai event report featuring the new Submersible

Panerai returns to the sea

　In late May, Panerai held an event in Shanghai, China called "Survival Instruments for Modern Heroes," featuring the new Submersible. Journalists and VIPs from China, as well as from Asian countries such as Japan and Singapore, were invited to the event, which took them into the world of Panerai, a world that stimulates the sense of adventure, featuring the underwater world and sunken ships lying on the seabed.

Panerai, shaped like the sea, shares the "ocean experience" with its users

　Alessandro Ficarelli, head of product development at Panerai, said, "At this year's SIHH, we presented the Submersible as an independent collection and rebranded Panerai's products into four pillars." Creative Director Alvaro Maggini also explained the purpose of the event, saying, "No other brand has a closer connection to the sea than Panerai. We want to convey that Panerai DNA with the new Submersible."

　Indeed, the event venue was lit up with navy lighting that evoked the image of the ocean floor, and projectors were used to project various marine life, including sharks, onto the four walls. However, when you look down at the ocean floor, you are greeted by extraordinary scenes such as shipwrecks and sunken submarines. Among them, this year's new works, centered around Submersible, were exhibited alongside displays with ocean motifs such as large shells, and the originality of the exhibit was thrilling.

　In addition, a booth modeled after a submarine was set up in one corner of the venue, where visitors could experience a deep-sea adventure using VR. Rather than just getting a feel for the atmosphere at the venue, there were also attractions on offer that allowed visitors to have a more realistic "experience."

　Yes, there's no doubt that "experience" is Panerai's keyword this year, alongside the Submersible. At SIHH in January, three limited edition models were announced that featured experiences, attracting a lot of attention. The "Submersible Chrono Guillaume Néry Edition" includes a diving experience with Guillaume Néry, who was also invited as a guest at the event. The "Submersible Mike Horn Edition" allows you to explore Norway with adventurer Mike Horn. And the "Submersible Marina Militare Carbotech™" allows you to train with the Italian Navy's special forces. Each model offers a sea-related experience, and with this event and other events, it's clear that Panerai has begun to seriously emphasize "experience" this year.

Guillaume Néry, a free diver and Panerai ambassador, was a special guest at the event "Survival Instruments for Modern Heroes." I was impressed by his stoic approach to the sport.

　CEO Jean-Marc Pontroué describes Panerai as a "technical lifestyle brand." "Nowadays, it's not enough for a watch to be functional alone. People want a watch that tells an emotional story, not just a functional one. A story that can become a legacy evokes emotions and eventually becomes a companion that walks with you through life."

　When such emotions emerge, the watch goes beyond being a tool and creates new value. Some luxury watch brands are now aiming to provide hospitality, which is evidence that a shift from things to experiences is occurring in the world of watches as well. This is none other than the "experience" that Pontroué has promoted. When his definition of a "technical lifestyle brand" is viewed in light of this trend, it can be seen as a testament to his first-rate insight.

Jean-Marc Pontroué, CEO of Panerai, has been at the helm for almost a year since taking over from his predecessor, Angelo Bonati, at the time of this interview. He sees the presence of such a great predecessor as an opportunity and is actively planning new developments.

Product Director Alessandro Ficarelli emphasized that this year, the Submersible, which was previously a category within the Luminor line, was elevated to an independent collection and expanded, and that Panerai's product line has been rebranded into four pillars.

　Whatever the reason, Panerai has a deep connection with the sea, and it is no exaggeration to say that its shape was born from the sea, so its return to the sea is good news for those who have known Panerai for a long time.