Panerai Goes Deep With the ‘Survival Instruments for Modern Heroes’ Event

Panerai Goes Deep With the ‘Survival Instruments for Modern Heroes’ Event

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.

Officine Panera presents the ‘Survival Instruments for Modern Heroes’ event in Shanghai. (Picture: Panerai)

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.

The 8,000 square foot space simulates a 360° underwater experience. (Picture: Panerai)

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.

The event aims to give customers an unmistakable understanding of the modern saint. (Picture: Panerai)

“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.”

The Submersible is Panerai’s collection of plunge watches. (Picture: Panerai)