A strong relationship with the sea leads to a desire to push beyond the boundaries – which also applies to the world of Panerai. (Here all our posts about Panerai)
Panerai, the sea as inspiration
One brand especially has drawn on the sixth continent as a source of inspiration. The story began in the 20th century, when it became the supplier for the Italian Navy, and almost a century later the sea still plays a central role in its activities. From high-precision instruments designed to respond to strict military specifications to timepieces that have become cult objects, Panerai has retained its commitment to innovation and adopting increasingly advanced solutions.
Partnerships and collaborations also look to the sea
This approach involves materials, movements and complications, but also includes collaborations and partnerships that drive research beyond the boundaries of watchmaking.
The presence of Panerai at the side of Luna Rossa Prada Pirelli, the Italian America’s Cup challenger, and the partnership between the Florence-based brand and Brabus Marine are two examples of this. From sail to motor yacht, with the same commitment and spirit, inspiring a unique project whose impact is reflected in unconventional watch collections.
“When we talk about partnerships we don’t just mean a logo – the concept is applied from the highest levels to the smallest details. Both parties provide complementary skills and synergies in product, sales and key markets. Our brand’s ideas, materials and technologies help develop disruptive, spectacular concepts. These elements all come together to produce results and added value that benefit our clients in terms of services, sales channels and calibres”, says Panerai CEO Jean-Marc Pontroué.
Panerai and Brabus Marine
Brabus Marine was founded in 2016 with the aim of transferring the quality and success achieved by the Brabus brand in the automobile sector to the yacht building world, developing a new style of mobility emphasising a desire to stand out. Constantin Buschmann, CEO and owner of Brabus, likes to describe the company as a luxury mobility brand.
Almost immediately the collaboration was faced with a huge challenge – the pandemic. As Pontroué says, “We were already prepared. It took almost three years to develop the first model, then the pandemic struck. Everything ground to a halt. The entire world came to a standstill because of Covid”.
Panerai Submersible S Brabus Black Ops Edition, an unexpected success
Then something unexpected happened. “Only a few people at Panerai and Brabus were in the loop about this project. I had almost no idea beforehand of the type of welcome it would receive. It was only at the Monaco Yacht Show in 2021 that I realised how successful it would be.
A few minutes after the announcement of the partnership and the presentation of the first Panerai Submersible S Brabus Black Ops Edition model we received hundreds of enquiries, especially from our boutiques in the USA. The 100 examples of the limited edition were sold in a very short time”, Pontroué concludes.
This explosive debut confirmed the effectiveness of a collaboration – unique, because there are no other examples of such an enduring collaboration between a watchmaking company and a yacht-building brand.
It’s Black Ops, Blue and Military Green Edition time
While in 2021 the Black Ops range inspired the Panerai Submersible S Brabus Black Ops Edition, the following year the curtain was raised on the Panerai Submersible S Brabus Blue Edition. Produced in a limited run of 200 examples, this timepiece featured the stylistic features and codes of another hugely successful line from the Brabus Marine stable, the Blue Signature Edition.
Finally, this year it was the turn of the Panerai Submersible S Brabus Verde Militare Edition, a model produced in a limited edition of 200, accompanying the appearance at the Düsseldorf Boat Show of the German brand’s latest launch, the Brabus Shadow 900 Stealth Green. Three models that have achieved unprecedented success.
Panerai and Brabus, a winning combination
But none of this happened by chance. “Before understanding what direction we should take in the development of these models it was crucial for us to get know one another well”, says Pontroué.
“That’s why we invited the Brabus team to the Neuchatel production centre. It wasn’t just a courtesy visit – during two days of intense work we shared ideas and thoughts on various subjects, from more technical aspects to those relating to customer relationships and events. We did the same when a Panerai team went to the Brabus base in Bottrop, near Düsseldorf. It was a chance for us to learn more about the company and watch how they operate in the yacht-building and automobile worlds. After this first stage we went on to design a movement specially created for this partnership”.
The heart of the of what can be described as the Submersible S Brabus collection is the calibre P.4001/s. This is the first Panerai watch with a skeletonised automatic movement – it’s the hallmark of this limited-edition collection, which has already become a cult object among collectors and luxury watchmaking enthusiasts.
The watch is given even greater impact by making the 47mm case out of Carbotech, a composite material developed by Panerai, lighter and tougher than steel and titanium. Another distinctive element is the polarised date indicator – the date can only be read through the aperture at 3 o’clock, so the mechanics of the skeleton movement are not concealed.
Matteo Zaccagnino
