Officine Panerai presents a new official advertising campaign that sees the Panerai watch, now more than ever before, as the absolute star of the advert: an iconic luxury sports watch capable of relating its own unique design, its history, its technical content and authenticity.
This new campaign has two themes: The first is the history of the brand, its links with Florence in the second half of the nineteenth century – where the brand originated – and its role as supplier to the Italian Navy. The second theme is the perfect fusion between design and technology embodied by Panerai watches. The element of design emerges thanks to emblematic images of Panerai watches, whose iconic simplicity, harmony and refined details can be appreciated all at once. The sophisticated mechanisms of the movements, made by its factory in Neuchâtel, appear in the background, as if to conjure up the watches’ inner soul.
Both themes are interpreted with different creative ideas, subject to and expressed through an array of different watch models. The same themes will be further developed over time, so as to gradually explore the advertising strengths of the brand, particularly its Florentine origins, its associations with science and with the world of classic yachting.
The numerous campaign claims, to remain in English the world over («Strength and Honour», «Design and Uniqueness», «Art and Science», «History and Heroes») are modular and can be adapted to preselected themes and subjects, playing on associations with concepts and values, underlining that the Panerai brand identity is the perfect combination of opposite, complementary or contiguous elements: Italian style and Swiss technology, tradition and innovation, simplicity and exclusivity.
November 21, 2011