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.
In its launching phase, the campaign has two themes. The first is the history of Officine Panerai, its links with the Florence of the second half of the nineteenth century – where the brand originated – and its role as supplier to the Italian Navy. The history of Panerai emerges in the campaign in a mythical dimension, like the military operations of the Navy raiding units which, in the ’30s and ’40s, carried out legendary feats wearing Panerai watches on their wrists. The sea provides the main setting, with all the visual elements expressing a message of strength, soundness and heroism.
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The other 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 Officine Panerai in its factory in Neuchâtel appear in the background, as if to conjure up the watches’ inner soul, extraordinarily important yet hidden from view.
The new advertising campaign has been created for the press (magazines and newspapers) and comes in quarter page, single page or – a new departure for the brand – double page ads. A digital media version is planned for a later stage.
