In October 2011, Panerai launched a new official promotional image. In this image advertisement, the brand watch will emit a more dazzling light than before, and become the focus of attention. The Panerai premium sports watch brand image, unique design, historical origin, technical connotation and tradition, one by one. The new promotion was conceived and designed by Milanese advertising agency Hi! Comunicazione, and the promotional video was shot by Raffaello Benedetti Bra. In the advertisement, Panerai watches will play an important role, under different themes, the interpretation of Panerai’s elegant features, showing the core value of the brand. The new image is full of epic style and atmosphere, and it is unforgettable. Coupled with short promotional statements, the classic charm that transcends time and space is vividly presented.
The first stage of the campaign was centered around two themes. The first theme is the history of Panerai. The advertisement reflects the brand’s relationship with Florence, its birthplace, in the second half of the nineteenth century, and its history as a supplier to the Italian navy. The ad uses a fictional scene to tell Panerai’s legendary past: Navy commandos in the 1930s and 1940s, wearing Panerai watches to perform tasks. The image background is dominated by the sea. Through all the visual elements, it fully expresses the courage, perseverance, and heroism of the brand.
Another theme is the perfect combination of design and technology embodied in Panerai watches. The design elements of Panerai watches have always advocated the unique image of simplicity, harmony and precision. Panerai’s self-developed movement in the Neuchatel plant in Switzerland has a complex and advanced structure and appears in the background of advertising. It is like showing the inner soul of a watch. Although it is hidden in the case, it is extremely important.
The two themes are expressed in innovative ways through different models of watches. The same theme will continue to advance over time, gradually exerting the influence of brand advertising, especially the birth of the brand in Florence, and its close connection with scientific and international classical sailing events. The new publicity image is launched in an independent form. For this brand with a unique style, a solid position in the main international market, and a specific positioning, it can easily be adjusted according to the different needs of the brand.
Panerai’s global advertising will use English slogans (‘Strength and Honour’, ‘Design and Uniqueness’, ‘Art and Science’, ‘History and Heroes’, etc.). Each pre-selected theme connects the concepts and values to be expressed, highlighting Panerai’s brand identity-a perfect combination of independent, complementary and connected elements: such as Italian style and Swiss watchmaking, traditional and Creative, simple and unique.