PURSUIT OF EXCELLENCE

The venerable Florentine watchmaker Officine Panerai has launched a new social media project that highlights four distinctive characteristics of the brand—light, Design, Sea, and Innovation. Described by Panerai’s then CEO, Angelo Bonati, as “a contemporary exploration of the identity of the brand,” Panerai Traits is presented in four consecutive chapters, each of which features a unique personality—american photographer Jason M Peterson, yatzer.com founder Costas Voyatzis, world free-diving champion Guillaume Néry, and restaurateur Massimo Bottura, the chef patron of three-michelin-starred Osteria Francescana. Centred on a short film and enriched by digital content, each chapter is showcased on the Panerai Traits website, as well as on the brand’s official social media channels and the talents’ Instagram accounts