Pontroué reinvigorates Panerai

The star of the show would be the Luminor, carrying on from the Submersible which is now the brand's second pillar Then COVID-19 reared its head, putting a halt to festivities and confining the brand's Italian staff in their homes until better days With Jean-Marc Pontroué at the helm, the brand has been making regular additions to its ranges and has put itself in the spotlight by coupling special editions with once-in-a-lifetime experiences.

The brand's partnership with America's Cup Challenger Luna Rossa also provides technologies from outside watchmaking that can become innovative solutions to technical difficulties The brand is also in the process of upgrading its collections, though at a measured pace Nor will there be a slew of limited editions, an effective means of focusing attention on the brand but which generate no more than 10% of sales.

As part of its move upmarket, the brand also has plans to review its distribution and make it more selective by reducing the number of multibrand retailers, currently 400 out of a total 550 points of sale worldwide, and creating more Panerai stores. . Source