CEO Middle East

PANERAI 2021

Grail watches for horologica­l connoisseu­rs

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With its heritage intertwine­d with the oceans – the brand has its roots making tool watches and marine instrument­s for the Italian Navy, it’s fitting that in recent years Panerai has asserted a commitment to protecting the oceans. This year, the brand announced a partnershi­p with the Intergover­nmental Oceanograp­hic Commission of UNESCO (IOC-UNESCO) to develop programmes and actions that contribute to safeguardi­ng the oceans and its marine life.

“Panerai has always been known for its pioneering role and in this case, we want to set new boundaries in terms of environmen­tal responsibi­lity, being one of the first in the watch industry to raise awareness towards such an important topic. As a company, we have the responsibi­lity to be active and support the urgent need for change and protecting our planet” says CEO Jean-Marc Pontroué. “The next ten years will be crucial to reverse the decline of ocean health worldwide.”

In addition to the partnershi­p, the company has establishe­d a groundbrea­king supply chain that allows the watch industry access to recycled materials for the very first time. The Submersibl­e eLab-ID is made mostly of recycled materials – its case, sandwich dial and bridges are made of recycled titanium and even the blue Superlumin­ova on the hour markers and hands is recycled. The brand has published the list of its suppliers – a first in the secretive world of watchmakin­g – and is urging other brands to follow suits.

This year the brand also unveils the Luminor Marina eSteel, which is made from recycled steel. The eSteel was created by Panerai in conjunctio­n with manufactur­ers outside the watch industry, many of whom are used to dealing with tonnes of material, rather than the few kilogramme­s requested by the watch brand.

“We will be very happy if all our peers in Switzerlan­d and around the world get in touch with the same suppliers to use the same materials,” says Pontroué.

“The looming environmen­tal crisis will have a global impact, and it will require a global effort to combat it. Panerai is prepared to lead the effort in the watch sector. With Submersibl­e eLAB-ID™, the brand has created a model that will serve as a blueprint for others to follow and build upon.

“We don’t want to be the only one doing this,” adds Pontroué. “Acting alone won’t save the world.”

 ??  ?? $72,000
The starting price of the Panerai Submersibl­e eLab-ID
$72,000 The starting price of the Panerai Submersibl­e eLab-ID
 ??  ?? Built for the sea The Panerai Submersibl­e eLab-ID is made mostly of recycled materials
Built for the sea The Panerai Submersibl­e eLab-ID is made mostly of recycled materials

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