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Officine Panerai launches new website

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December 2012


Officine Panerai announces the launch of its new corporate website, already online at the address www.panerai.com. This has been created to convey the unique world of Officine Panerai’s history, design and high technology watchmaking as well as to keep enthusiasts of the haute horlogerie brand well informed. The new site is the culmination of a strategy of revitalising the brand in the digital landscape, the most up-to-date means of spreading the strongly recognisable identity of the brand.

Through its the structure, graphic impact and content, the architecture of the new site reflects the brand’s pillars of communication which revolve around its long history, its immediately distinctive design, its manufacture watchmaking and its passion, which in the world of Panerai is always associated with the world of the sea. All these aspects are described in detail and illustrated by a rich archive of facts and illustrations, each of which is shared across various channels and digital networks. The high-resolution images, the videos and the associated apps make the site accessible when on the move and on different media. The website is available in three languages (English, Italian and Chinese) and more will be added in future, including French, Japanese, Russian, Spanish and German.

The new-look Officine Panerai website
The new-look Officine Panerai website

The heart of the site is the Collections section, which is extremely functional as a result of the site’s special search engine. By entering any details about the watch – the reference, calibre, functions, materials and so on – the range is filtered so that only models meeting the requirements are displayed in the context of the relevant Panerai Collections: Historic, Contemporary, Specialities and Special Editions. Each watch is then described with a wealth of detail, including its technical specification, materials, maintenance recommendations and relevant accessories. These are presented in words and pictures, using high quality audio-¬‐visual techniques with a strong emotional impact. On the occasion of the annual Salon International de la Haute Horlogerie in Geneva, a special detailed across-¬‐the-¬‐board survey will be created about the activities of the brand, including previews of the new collections presented there.

The site devotes a large area to the Officine Panerai manufacture in Neuchâtel, which brings together all the brand’s development activities, production of parts and assembly of movements. In the relevant section, navigation is by chapters, each one using words, pictures and films to describe the various production stages of the watch: the research, the design of the various components, their assembly, the meticulous hand-¬‐finishing and the rigorous quality control.

Directly related to the theme of the manufacture is the wide range of movements made in-house by Officine Panerai, devised by the research and development department, the ‘Workshop of Ideas’ also situated in Neuchâtel. These are presented using original video content as well as photographs and technical specifications, and they can all be easily linked to the Panerai models in which they are used.

The Network section enables the extensive international network of Panerai Boutiques and the prestigious selected distributors of the brand all over the world to be located easily on a map. The Boutiques page is interactive, that is, it enables requests to be sent and information to be received through the sales point’s e-¬‐mail address and the relevant telephone numbers, in the case of mobile devices.

News & Events is the section which reports the latest news of the brand, an area which will of course continuously grow and develop. As well as news associated with the world of classic yachting, epitomised by the Panerai Classic Yachts Challenge, the section will carry up-‐to-date topical information about the cultural activities which Officine Panerai is promoting. This section is complementary to the one devoted to the company’s social responsibility initiatives which are becoming increasingly important: initially, a detailed description is devoted to the new factory’s zero impact on the environment.

The site www.panerai.com is a platform filled with material devoted to the brand and its products. It will continually be expanded through the creation of dedicated areas, such as that devoted to Panerai’s historic original models which made the brand a cult for collectors. The launch of the site is being accompanied by a series of events aimed at achieving a high degree of visibility, a series of digital campaigns relating to the products and the creation of a destination for the many social media followers of the brand.

Source: Panerai