We’ve recently been noting the growing trend among extravagance watchmakers to get their brand ambassadors to be more engaged with the timepieces they’re supposed to represent. At the same time, some of the top watch brands are also finding new and interactive ways for the watch-buying public to partake in their legacy and be exposed to their first in class pieces in a seriously entertaining setting.
It’s also an integral part of the shift away from industry-focused events for engaging with consumers straightforwardly. And Officine Panerai , the celebrated Swiss-Italian watchmaker that is important for the Richemont portfolio, has come up with one of the coolest ways to check all these boxes that we’ve seen so far.
Survival Instruments for Modern Heroes
We’re talking about the “Survival Instruments for Modern Heroes” event the brand just staged at the Minsheng Art Wharf in Shanghai, epicenter of one of the most important markets for top of the line watches these days. For the impressive happening, Panerai reproduced an underwater labyrinth complete with oceanic creatures and remote ocean caverns to feature its amazingly able diving watches and chronographs, such as the Submersible .
With a smart combination of interactive and animated installations covering in excess of 8,000 square feet, the brand has simulated a 360° underwater experience that included sharks, shipwrecks, and different hazards and wonders of the profound.
Understanding Modern Heroes
“Once you have an unmistakable understanding of the modern legend, thanks to [Panerai] brand ambassadors like wayfarer Mike Horn and free diving champion Guillame Néry, our mission is to assemble a customized universe around the concept,” noted Alvaro Maggini, who turned into Panerai’s first-historically speaking Creative Director in February.
“I also want our guests, accustomed as they are to extravagance and comforts, to experience something genuinely uncommon in the modern world: the epic. They’ll need to use our survival instruments on the off chance that they want to overcome the challenges we’ve set for them.” Luckily, there was also a bar incorporated into a rough hole so that the assembled VIPs wouldn’t get too thirsty on their perilous quest.
“Along with the United States, China is our most important market,” said Jean-Marc Pontroué, who turned into Panerai’s CEO one year prior. “That is the reason we have chosen to bring the brand’s new picture to life interestingly at the Shanghai Hub. Be that as it may, the essence of the company has remained unchanged over its over 150-year history – the sea has always been our natural territory.”