The company's founder and founder is Giovanni Panerai, who began his career in the field in Florence, Italy. The company's watches, designed and manufactured by the company Rolex SA, played a role in assisting divers during World War II. In fact, there was a collaboration between Rolex and Panerai, with Rolex entering the diving watch field in full cooperation with the company. At that time, the company Panerai supplied underwater equipment to the Italian Navy. When it was required to provide a diving watch for the soldiers, it did not have a suitable mechanism in its own production, and the latter turned to Rolex to provide watches equipped with the company's mechanisms. In fact, the collaboration between Rolex and Panerai gave Rolex extensive experience in diving watches, and propelled it forward. .

How it all started

Giovanni Panerai opened his first watch shop in Florence, Italy in 1860. Giovanni's grandson Guido Panerai expanded the watch shop, which was then called Orologeria Svizzera. , and in fact took over the entire business together with his wife's family. Later, Panerai became The official supplier to the Italian Royal Navy, supplying a variety of technical equipment and precision instruments. The workshop produced wrist-worn diving watches, and in fact between 1935 and 1970 delivered around 1,600 watches to the Royal Navy. The vast majority of these watches were made by Rolex, while Panerai only produced the hands. These hands were unique in that they glowed using a radium-based compound, and later, around 1965, the company began using a harmless compound powered by tritium. Over a long period, the company produced watches for the Marina Militara (Royal Italian Navy), and in 1970 was replaced by another company because its products were not economical and did not meet the required naval specifications. In 1993, Panerai began marketing products to the civilian market, rebranding itself as a luxury watch brand.

Turn lemons into lemonade

In 2009, Panerai released a special edition watch called the "Brooklyn Bridge" The edition consisted of only 150 units, with each unit having a unique engraving on the back. At that time, Panerai It did not manufacture movement mechanisms, and in fact used mechanisms manufactured by another company. Instead of using a quality mechanism, the company decided to use an ETA movement. , which was of the lowest grade, but these watches were priced at $5000. The company's official catalog announced that the watches used an OP mechanism. , which is based on ETA , but as mentioned, a lower-grade movement was actually installed. When the matter was eventually discovered, Panerai offered to replace the movement free of charge to anyone who wanted it. The company did not give up, and did not let the incident undermine its position. In fact, through a brilliant marketing trick, it must be said, the company produced two editions of the current model, an edition in the series for those who were interested in replacing the movement, and another edition for those who were not, which made the watch a unique collector's item.