Accessible Timepieces, Priceless ExperiencesBy Andre Frois
The famous Duomo Clock in the Cathedral of Santa Maria del Fiore (aka the Florence Duomo) was in a state of disrepair until Panerai chimed in (get it?) to renovate it in 2014. Painted by artist Paolo Uccello and engineered by clockmaker Angelo di Niccolò around the mid-15th century, this unusual clock is divided into 24 sectors and displays ora italica (“Italian time”), also known as Bohemian time. Its 24th hour ends around seven in the evening, as ora italica was designed to inform farmers how much daylight they had left to complete their outdoor tasks. Then, the first hour of this counterclockwise clock begins.
The Duomo Clock’s generous benefactor also unveiled a perpetual calendar this year, which is an updated rendition of 2021’s Goldtech PAM 742 and Platinumtech PAM 715, this time with a translucent dial.
The new 33-piece limited edition Luminor Goldtech Calendario Perpetuo PAM 1269 arrives in a Goldtech case and with a tinted sapphire dial. This special dial allows the admirer to enjoy the concentric disks of its calendar complication.
Its classic, unmistakable Luminor case is water resistant to a depth of 50m and features a trapezoidal pin buckle also in Goldtech. What’s Goldtech? It’s an alloy of gold and platine that endows the case with a rich hue. Furthermore, this timepiece’s case, caseback and buckle are specially polished to realize a radiant shine. This case comprises a see-through sapphire crystal satiné caseback, satiné Goldtech Safety Lock crown protection device that is protected by trademark, and a sapphire crystal formed of corundum.
Each Luminor Goldtech Calendario Perpetuo timepiece also comes with a unique NFT that not only guarantees the watch’s authenticity, but also contains information about the specific watch and its complementary, complimentary experience. Soon, every Panerai watch will be issued with an NFT that protects and verifies its authenticity.
“I love the movement and construction of this watch. We made a perpetual calendar, but we made it the Panerai way,” divulges Alessandro Ficarelli, chief marketing officer of Panerai. “The Panerai Luminor Goldtech Calendario Perpetuo possesses Panerai aesthetic codes on its front and on its back. Information that you don’t need every day, like the month, leap year and power reserve are on the back, while information that you need frequently like the hours, minutes, small seconds, GMT — as our clients are mostly frequent flyers — day and date are displayed on the front.” The small seconds indicator at the nine o’clock position includes a day/night indicator.
Ficarelli shares that the idea of crafting a see-through dial out of dark sapphire was inspired by the perpetuity of time and to ensure the weaer enjoys a more engaging experience of this perpetual calendar.
“Setting this perpetual calendar forwards and backwards is also easy. Rotate the crown to move the hours and minutes, and the day and week follow. This is important to us as Panerai watches have to be functional instruments.”
A beautiful utilitarian tool inspired by the brand’s rich military history, the Luminor Goldtech Calendario Perpetuo requires no corrector or external tools. Its intuitive P.4100 movement allows one to adjust the day, date, month and year simply by rotating its crown in either direction. The 4Hz P.4100 is automatically wound by a 22K gold micro-rotor and its power is stored in twin barrels.
It is secured to the wrist by a black alligator strap with ecru stitching. The Luminor Goldtech Calendario Perpetuo comes with a dedicated screwdriver that you can use to swap the alligator strap out for the complimentary black rubber strap.
Exciting Adventures Ahead
Panerai currently concentrates on four lines: the Radiomir, Submersible, Luminor and Luminor Due. Ficarelli and his team also design immersive experiences that complement the special limited editions of these lines. Indeed, when it comes to the gratifying purchase of luxury watches, Panerai has upped the ante. Besides engrossing aesthetics and advanced complications, the brand wants its buyers to enjoy exclusivity — they are not just buying watches, but also unforgettable experiences.
“While talking with our clients, we had the idea of selling something more than a watch — the experience of the Panerai brand in a different way. We now create unique experiences for our customers that, by the way, are each associated with spectacular and exclusive watches.”
Previous Panerai experiences include a yachting experience off the Amalfi Coast aboard the restored Eilean yacht, which came with the Radiomir PAM 1244 Eilean Edition; and an authentic Italian Navy training session that was paired with the Submersible Forze Speciali Experience Edition PAM 1238 to put this robust dive watch’s durability to the test.
“The Eilean Experience in 2022 was the perfect experience for buyers of the Radiomir PAM 1244 Eilean Edition,” comments Ficarelli. The Eilean is a 1936 classic yacht that Panerai restored to preserve its historic seafaring legacy. Its namesake watch is a throwback model that sports bronze accents salvaged from the Eilean during its restoration.
“For the Italian Navy special edition of the Submersible [Submersible Forze Speciali Experience Edition], we said, ‘why don’t we create an adrenaline-filled experience?’ After all, this was our first Submersible with camouflage strap and military details.”
A Perpetual Calendar and a Timeless City
For the Panerai Luminor Goldtech Calendario Perpetuo, Ficarelli and his team tracked back to the hometown of Panerai to craft a bespoke, opulent experience.
“What is ‘perpetual’? Perpetual is forever. What better city to hold this experience than in the ancient city of Florence where Panerai was born?” shares Ficarelli, who points out that Panerai started as a humble Florentine workshop in 1860, and its Florentine boutique now sits right in front of the Duomo.
The 33 buyers of the Panerai Luminor Goldtech Calendario Perpetuo were treated to exclusive experiences, like receptions in family-owned palaces, rides in privately owned vintage cars, meals at famous Florentine restaurants, hot air balloon rides over the dreamy Tuscan countryside, visits to restricted areas of painstakingly conserved monuments, and spectacular, secret views of the Florentine skyline from historical buildings.
While this latest Panerai experience was lavish and luxurious, Ficarelli highlights that the next exclusive Panerai experience will be for buyers of the new U.S. Navy SEALs edition of the Panerai Submersible GMT. They will be in for an exclusive experience and it will be far from a cakewalk.
Next November, buyers of this limited edition will be invited to take part in authentic Navy SEALs training in the U.S.
“This was a watch developed in collaboration with the U.S. Navy SEALS and will come with a high-octane experience in the U.S.”
Ficarelli reveals that his team have already begun developing new and unique experiences for buyers of Panerai watches slated for 2023 and 2024. He discloses that the next experience lined up is themed on sustainability and will involve long-time Panerai ambassador Mike Horn and an expedition to the North Pole.
“I am enthusiastic about Panerai creating watches made from recycled materials and I often talk about sustainability. I love to talk about this because efforts in sustainability are our investment in the next generation,” he says.
“I enjoy and appreciate working as a team with my colleagues, and I love seeing the result of our work. The beauty is the clients this year already want to participate in next year’s experiences. The appreciation our clients show and the smiles on their faces are priceless. When we and our clients are all together on these trips, it doesn’t feel like work. We create many fantastic memories together and a sense of community. Our clients get to feel like a part of the brand.”
Panerai Luminor Goldtech Calendario Perpetuo, Ref: PAM 1269
Movement: Self-winding caliber P.4100; three-day power reserve
Functions: Hours, minutes, small seconds, GMT and perpetual calendar
Case: 44mm; polished Goldtech; water resistant to 50m
Dial: Smoked sapphire; Arabic numerals and hour markers with luminescent coating
Strap: Black alligator with ecru stitching; Goldtech pin buckle
Price: EUR 80,000
Availability: Limited edition of 33 pieces