IT IS ALL KNOWN THAT THE CLOCK IS NOT ONLY A MECHANISM FOR DETERMINING TIME, BUT AND THE VISUAL PERSONALIZATION OF THIS EPOCH, WHICH ARE PART OF THEM. ANGELO BONATI, EXECUTIVE DIRECTOR OF THE COMPANY, ARRIVED IN DUBAI TO PRESENTATION OF A NEW COLLECTION, ABOUT THE MOST INTERESTING MILESTONES OF THE PANERAI HOUR MANUFACTURE.
Hello, Angelo, we are pleased to welcome you to the UAE. Officine Panerai was founded in 1860 and has specialized in diving watches, right?
Yes. The family atelier Giovanni Panerai existed in Florence from the middle of the XIX century, however, the true history and glory of the brand began with the reign of Mussolini in Italy.
To break the naval blockade of the British in the 1930s, the Duce organized a detachment of underwater saboteurs, called the Gamma Force. His fighters were equipped with scuba gear, small but very powerful magnetic mines, underwater scissors and manually controlled transport torpedoes. One thing was missing - a waterproof self-luminous (so as not to attract the attention of observers by the light of an underwater flashlight) instrument for determining the time. Since the air supply in the scuba gears was enough for a maximum of 20 minutes, operations were calculated literally in seconds. So the watch also required precision. It was then that the leadership of the Navy turned for help to Guido Panerai & Figlio, which became famous for its luminescent mechanical timers for torpedoes and mines, as well as self-illuminated control panels for torpedo tubes, sights, depth gauges, compasses and underwater detonators even before the First World War.
In order for the markings and scales of these devices to glow in the dark, Guido Panerai & Figlio specialists developed and patented Radiomir powder - a mixture of zinc sulfide, radium bromide and mesotorium. This has become the hallmark of Panerai.
Please tell me how the coating and the Luminor collection of the same name differ from the Radiomir watch line?
After World War II, collectors staged a real hunt for the heroic Panerai watches. They were not even stopped by the fact that by that time people had recognized that radium, which was widely used in luminescent paint for watches, to put it mildly, was not healthy. That is why most of the surviving watches with Radiomir coating were assembled, walled up in a concrete container and drowned in the Mediterranean Sea. In the late 1950s, instead of the radioactive powder Radiomir, the company created a new luminescent composition based on tritium - Luminor. As soon as it began to be used in devices and watches, all collections immediately changed their name to Panerai Luminor. In principle, it was the same heroic watch, but even more advanced.
Naturally, today in Luminor and Radiomir only safe luminescent elements are used, and the lines themselves differ only in historical design.
Angelo, tell our readers about the latest achievements of the company. How did you overcome the financial crisis?
We have opened about 10 boutiques around the world and continue to expand our disruption, offering our fans all-new watch collections. In November last year, when everyone marked the lowest point of the global recession, we opened a boutique in New York. Then, one of my friends said that we are crazy. But how else? You need to be a little crazy to keep moving forward no matter what.
This year you presented interesting material on the watch market. Many well-known manufactories use steel, gold, platinum in their products, and you suggested bronze, why?
Because we always want to be different from others. Bronze is a soft material, it is pleasant to work with it. Watches from bronze are collectible, we produce them only 1000 copies a year.
Which Officine Panerai watch model is an international bestseller?
Basically, 80 percent of our watches have approximately the same sales structure around the world. There are probably no obvious favorites. Each customer chooses the model that suits him the most.
What does the word Officine mean in the brand name?
In 1936, the company was renamed Officine Panerai. The word “officine” comes from the Latin expression “create opus”. Our modern watches are an almost complete copy of the second, smaller version of the Radiomir model, which appeared in 1938. It had a 47-mm pillow-shaped case, a screw-down crown, a massive bezel, a plexiglass protective glass, a black dial with four large Arabic numerals 12, 3, 6 and 9 and the Panerai Radiomir logo.
Are you planning a further expansion of the Officine Panerai brand in the Middle East?
Yes, we plan to strengthen the distribution of our products in the UAE and open several branded boutiques in neighboring Gulf countries.
Do you need one flagship store in Dubai, and are there any plans to open an Officine Panerai boutique in Abu Dhabi?
In Dubai, we have only one boutique so far, but if we find a suitable place, we will open another one, and, of course, in our long-term plans is to open a store in the UAE capital.
What is your favorite Officine Panerai watch model?
It all depends on the time. At different times in my life I wear different models, but Italian time is always set on them.
Which famous person wears your watch?
Actors Pierce Brosnan, Jason Statham, Sylvester Stallone, DJ Tiesto, former US President Bill Clinton and many others.
Which Officine Panerai watch model are you particularly proud of?
I am proud of the Officine Panerai brand itself. He is not like the others!
How many watchmakers work in the company?
More than 500 people.
What markets do you consider key for brand development?
The main market is the USA, then China.
Is Panerai still a collector's brand?
Even when the Panerai watch was impossible to find in stores, the brand had its own club of fans who called themselves “paneristi”. Since then, the brand has carefully maintained the image of the watch "not for everyone." The company basically does not make more than 18 thousand hours a year. In addition, every year we present a limited series of complex collection models that are no longer repeated.
Since the revival of the brand, the main emphasis has been placed on us to achieve the optimal combination of traditions of production quality and modern technology. Today, under this brand, like over a hundred years ago, watches are sold that are designed for a certain circle of people.
Angelo, we wish you success in further promoting the Officine Panerai brand, and thanks for the interview.
