LUMINOR MARINA 1950 AMERICA’S CUP
3 DAYS AUTOMATIC ACCIAIO – 44MM
(PAM00727)
today. The Neuchatel-based manufacture
now creates and entirely develops eighty
percent of its collection in-house.
“Panerai is a brand which is evolving
towards an ever more innovative technology,
while still respecting its identity since its
foundation in 1860,” says brand CEO Angelo
Bonati. “The America’s Cup is a highly tech-
nical and innovative world and at the same
time it has always maintained that tradition
since 1851.”
So goes the logic for the new partnership
between the Swiss maker with Italian fl air
rooted in maritime history and the America’s
Cup. But how did the surprise partner-
ship arise? The unexpected transition from
Br emont to Panerai as watch partner of the
Cup and Panerai’s additional sponsorship of
Oracle Team USA and Team Softbank Japan
has resulted in speculation.
Panerai has recent history as a supporter
of sailing with the Panerai Classic Yachts
Challenge (since 2004) and that sponsor-
ship continues. Bonati is also known to be a
sailing enthusiast and a fan of the America’s
Cup. But as he relates, Panerai didn’t
approach the America’s Cup. It was the
other way around.
“Frankly speaking, it was an initia-
tive made by Oracle. I had the opportu-
nity of meeting Russell Coutts, CEO of
the America’s Cup and Oracle Team USA.
Following this meeting and exchanging
ideas and experiences in the world of sailing,
he came up with the idea of bringing high
quality watchmaking to the America’s Cup.
I thought it was an opportunity for Panerai.
We immediately joined an agreement and
that’s it. We’re evolving and in this way con-
solidating the image of Panerai in the world
of technical innovation.”
Panerai’s CEO adds that the maker had
to move with “enormous speed” to be ready
with the limited-edition models well before
the Cup was sailed in June. All of the fi ve
pieces are adaptations of existing models.
We saw two in person and the color accents
added to the dials and straps of the new
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