Panerai

Panerai, the esteemed Italian luxury watch brand known for its innovative design and exceptional craftsmanship, entrusted us with a range of services. We managed media and public relations, cultivated relationships with networks and influencers, and curated exceptional events and experiences that showcased Panerai's heritage. Our efforts were aimed at enhancing the brand's image, expanding its reach and creating memorable moments for a discerning audience, tailored to meet the ever-evolving needs and expectations of the market.

Photography by: Raphaela Pichler, Louisa & Benjamin Beyer, Klarlund, Ramona Gschwend

Photography Art Direction: BYKARB

In collaboration with: The blank space studio

CLIENT

PANERAI

INDUSTRY

LUXURY

SERVICES

MEDIA & PUBLIC RELATIONS

NETWORK & INFLUENCER RELATIONS

EVENT & EXPERIENCE DESIGN

Where time stands still. Panerai — blending luxury and sophistication into meticulously crafted timepieces.

MEDIA & PUBLIC RELATIONS

OBJECTIVE

Development of a communication strategy to enhance brand recognition and customer loyalty. The strategy aims at targeting the annual brand presentation to the audience through various media channels such as online, social, traditional newspapers, magazines and periodicals. The goal was to provide stakeholders with consistent, relevant information aligned with the brand's mission and core values, while reinforcing Panerai's reputation.

SOLUTION

We maintained network relationships with the targeted audiences using all relevant public relation tools. Through strategic press appearances and active participation in events, we successfully expanded our reach to new audiences while elevating the brand's reputation. Our success was measured through monitoring of an extensive media coverage across both online and offline channels. Notably, we created a significant momentum around the Panerai brand on exclusive events like Watches & Wonders 2023 in Geneva.

Panerai has the habit of constantly reminding us of its instantly recognizable coolness.

— GQ

NETWORK & INFLUENCER RELATIONS

OBJECTIVE

Creating an influencer campaign and promotion of the latest Panerai watches around the theme 'It's about time!'. The social campaign combined the aspects of sustainability, change, progress and time. Selection of a wide range of small to large influencers or celebrities to represent Panerai as future brand ambassador, thus leading to an increase in brand awareness worldwide.

SOLUTION

Our goal was to align the hand-selected brand partners and representatives with the overarching campaign to ensure clear messaging and brand awareness. We covered everything from influencer selection, long-term collaboration management, and research and analysis of potential celebrities and digital talents to the final selection of a brand ambassador with the goal of creating the perfect brand fit. We also negotiated contracts, developed strategies, managed partnerships and coordinated communication between all parties.

I am extremely excited to embark on this journey with Panerai and share with my fans the story of these legendary watches that uniquely combine exceptional design with the highest craftsmanship.

— Tom Wlaschiha

EVENT & EXPERIENCE DESIGN

OBJECTIVE

Creating a captivating event and immersive experience for luxury clients, showcasing Panerai watches and embodying its brand story of water sports, in collaboration with Klarlund, the leading jewelry and watch retailer in Denmark. The aim was to transport participants to a realm of luxury, adventure and the beauty of the sea, leaving a lasting impression of Panerai's heritage and brand essence.

SOLUTION

We designed an extraordinary multi-sensory experience for Panerai in the unique Arne Aksel showroom in Copenhagen, Denmark. Starting with several creative concepts, we selected and implemented the final idea of a spatial design, followed by scouting for a location that best conveyed our idea. The scenographic realization immersed visitors in a compelling underwater world. A dramatic lighting installation showcased the watches in a mesmerizing atmosphere, while curated catering aligned with the brand's story. An additional out-of-home campaign extended the reach of the event experience.