Omega has just claimed, ad aeternam, the record for the deepest ever dive. A few weeks ago, Vacheron Constantin climbed to the roof of the world. After Panerai with its commandos or Richard Mille and Rambo, "extreme watches" have it tough.
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While brand ambassadors, sportsmen and women in particular, appeal to our inner athlete, what's to be said of influencers, champions of nothing at all. A case of here today, gone tomorrow?
Having evolved during almost a decade since its launch in 2010, the 400th anniversary year of Galileo's telescope observations, the Luminor Tourbillon GMT – Lo Scienziato is back centre-stage.
As the most digital-oriented luxury market in the world, China is a whole other story for fine watch brands. Young consumers get most of their information from social platforms such as Weibo or WeChat, making it hard for brands to reach them directly. This has produced the so-called “fan economy”.
Even without sun, you can still be bronzed. Simply wear a watch in the latest must-have metal. Choosing a bronze watch is to choose the unpredictable (oxidation) over the conventional (gold), to prefer Danny Wilde over Brett Sinclair, and to rally behind climate activist Greta Thunberg and her message to Make Green Great Again.
Brands imagine their watches as objects of desire, intended to appeal to our emotions. When adding method to these emotions, they have two means at their disposal: the addition of complications and words that sell.
Panerai is releasing a Luminor Marina with stainless steel case and bracelet. Solid and robust, this new version is equipped with the in-house P.9010 automatic movement.
Panerai broke new ground in 2010 with a dive watch in bronze, a metal appreciated for the patina it acquires over time. It returns this year as part of the Submersible collection, with the introduction of a ceramic disc on the bezel.