Panerai and Ferrari

Panerai and Ferrari
Europa Star WorldWatchWeb, 27 March 2006    Español Pусский 繁體中文
Keith W. Strandberg

Panerai unveiled its newest product, the Ferrari Engineered by Panerai watch collection, at the Ferrari test track in Maranello, Italy. Designed in collaboration with Ferrari, the new watches are an attempt to distill the unique DNA from both iconic Italian brands and the result is an interesting blend of both companies. Even the casual watch person can recognize that the new collection is from Panerai and the watches have design cues taken from Ferrari cars, including the prancing horse and the instantly recognizable Ferrari logo.
When the agreement between Ferrari and Girard-Perregaux expired, there was an opportunity for Panerai to step in and cement a relationship that certainly makes sense; two Italian brands that share many common values — long standing Italian tradition, technical excellence, exceptional quality and unique design identities.
"We took inspiration for these watches from the Ferrari cars and we took inspiration from Panerai," details Angelo Bonati, CEO, Panerai. "You can recognize the shape and designs from Panerai, but it is a totally new case expressly made for Ferrari. Every time, step by step, we showed our work to Jean Todt and the Ferrari team, and they approved it or they asked us to go back and look at the cars, to provide us with inspiration. They were very kind to us, because they allowed us freedom to work; they allowed us to adapt the DNA of Ferrari and Panerai. We cannot forget Panerai, because it comes from our heart, but on the other side we need to show the face of Ferrari. You have to recognize that this is Ferrari. When you see the watch, you can tell it is a Panerai watch, but you also have to recognize that it's Ferrari."




Ferrari is solidly behind the partnership with Panerai. "Made in Italy is very important to us," says Jean Todt, chairman of Ferrari. "I have followed the development of the watches very carefully. I want Ferrari people and Ferrari drivers to be wearing these beautiful watches."
There have long been rumors about how Panerai was going to be doing the Ferrari watches, from just slapping a Ferrari logo on existing watches to wild, multi-colored straps, and all of them turned out to be very, very wrong. The new watches have been designed from scratch and are not part of the Panerai collection, and never will be.
"We had to take experience and knowledge from Panerai in watchmaking, of course, but we created a Ferrari watch engineered by Officine Panerai," Bonati clarifies. "These new collections are Ferrari watches, with the Ferrari name and logo on the dial by itself, but on the back it is signed 'Engineered by Officine Panerai.' We are trying to establish a Ferrari brand."
The Ferrari collection will consist of two lines, one that is sport/elegant, the Grantourismo, and another that is more aggressively sports, the Scuderia line. The watches will be distributed through Panerai's existing retailers, but there is a chance that some Ferrari dealers will carry the watches as well. "In Italian, we have a phrase, 'Baker, do your job!'" Bonati details. "If you sell cars, you don't sell watches. Maybe somewhere in the world, there might be a Ferrari dealer that will sell the watch, but in most cases, not."
In addition to the two Ferrari lines, which will retail between US$5,000 - US$30,000, with the core of the assortment between US$5,000 and US$15,000, there will also be limited edition watches, the first one being a GMT featuring Panerai's in-house movement, the P2002/02 with eight day power reserve. "The limited edition is part of the philosophy of Panerai and we will continue to do some things that are exceptional for Ferrari," Bonati details. "It all depends on how things happen in the future. If Ferrari invents a new car or wins a championship, we have to celebrate it."
Panerai turned these first two lines of Ferrari Engineered by Officine Panerai around quite quickly, in eight months, which is quite a feat. Getting it right wasn't easy, but Bonati is satisfied with the products which will be unveiled to retailers at the upcoming SIHH. "We suffered for many months because I wasn't happy with the designs, but finally we found the right solutions," he said. "It wasn't technical, because we have the technical know-how, but it was the design I wasn't happy with it."
Panerai has signed a long term agreement with Ferrari and based on their close and reciprocal relationship, Panerai will continue to offer interesting and innovative Ferrari for many years to come.

For more information, please visit


Officine Panerai
Marketing & Comunicazione
Casella Postale 17030
viale Monza, 259
20126 Milan
Tel. +39 02 363138
Fax. +39 02 36313297

More Info
Officine Panerai's new Radiomir 1940 Minute Repeater Carillon Tourbillon GMT is made to impress
27 May 2016

News - Officine Panerai’s new Radiomir 1940 Minute Repeater Carillon Tourbillon GMT is made to impress

History repeats itself. The Swiss watchmaker has drawn on it’s utilitarian marine tradition and produced a highly complicated new model.
Officine Panerai presents two new calibres at SIHH
22 January 2016

News - Officine Panerai presents two new calibres at SIHH

The brand has expanded its Radiomir 1940 collection with the introduction of two new automatic in-house movements – the P.4001 and P.4002 – which add technical features like date function, GMT, and (...)
Panerai Presents the Radiomir 3 Days GMT Oro Rosso (47mm)
8 October 2014

News - Panerai Presents the Radiomir 3 Days GMT Oro Rosso (47mm)

A simple, linear design, faithful to that of 1936, and sophisticated technical content which can be truly perceived only through the closest inspection: the new Radiomir 3 Days GMT Oro Rosso (...)
A Rare Luminor Panerai Model Auctioned at Sotheby's for CHF425,000
22 May 2014

News - A Rare Luminor Panerai Model Auctioned at Sotheby’s for CHF425,000

At Sotheby’s auction of “Important Watches”, held in Geneva on 14th May 2014, the alltime record for sale of a Panerai watch was set. An extremely rare example of a stainless steel Luminor from 1955 (...)
SIHH 2014 - Panerai Radiomir 1940 Chronograph Platino 45MM video
22 January 2014

News - SIHH 2014 - Panerai Radiomir 1940 Chronograph Platino 45MM

Officine Panerai presents a new chronograph of the highest quality, incorporating a fascinating combination of design, technology and history: the Radiomir 1940 Chronograph, available in platinum (...)
SIHH 2014 - PANERAI - Radiomir in the spotlight
6 January 2014

Features - SIHH 2014 - PANERAI - Radiomir in the spotlight

Officine Panerai is one of relatively few watch brands to offer timepieces whose power reserve is measured in days rather than hours. This is the legacy from the brand’s historical links with the (...)

Spotlights - Panerai

Giovanni Panerai (1825-1897) opened a small watch shop in Florence, Italy and thanks to his close ties with a few famous Swiss manufacturers, started to specialise in the art and technique of (...)
Panerai's Régates Royales in Cannes - The Grand Finale
25 September 2013

News - Panerai’s Régates Royales in Cannes - The Grand Finale

Between September 24th and 28th, approximately 90 yachts will do battle in the course of the 35th Régates Royales de Cannes, the final round of the Panerai Classic Yachts Challenge (...)

Europa Star, the World’s Most influential Watch Magazine, is the premier provider of international watch industry news and information. For 89 years, we have supplied watch retailers, watch distributors, watch designers, watch agents and watch manufacturers with news from the international watch industry. Our web and print publications are of interest to the specialized watch trade and the world’s most knowledgeable aficionados, watch collectors and consumers. Our magazines and websites are available in several different languages, making them accessible to all international markets and an essential tool for anyone working in the watch business and all those passionate about watches.

© 2017 Europa Star - All rights reserved.