From SwissWatchExpo…
Spotlight on: Panerai watches. How did this Italian brand become the action hero’s watch
of choice?
A tough guy who needs to take on the world, needs a watch as tough as he is.
Even if you’re not an action movie fan, you’ve probably noticed that along with
the high-octane cars and blazing guns, a true action hero has a robust timepiece in his
arsenal.
And Panerai, the oversized, utilitarian brand of Italian watches with a squarish case, happens
to be their top choice.
Seen on the wrists of Stallone, Schwarzenegger, Statham and more, it didn’t mean to become
a Hollywood staple, but it sure is today!
What led to this once obscure Italian brand of watches, originally created for the navy,
to make it big in Hollywood?
Here’s how Panerai became the action hero’s watch of choice.
Officine Panerai was founded in 1860 by Giovanni Panerai.
First established as a watchmaking school and showroom, the company’s business eventually
expanded to developing and supplying luminescent equipment to the Regia Marina, or the Royal
Italian Navy, in the 1930’s.
In 1934, the company was tasked by the Italian Navy to create a robust diving watch that
was readable in low light situations.
These were to be used at night by submarine operators, so they had to be brighter than
watches used on land, and thick enough to resist the depths of the sea.
It wasn’t until 1993 that Officine Panerai decided to make the watches available to the
civilian market.
They launched three limited edition styles: the Luminor, Luminor Marina, and the Mareh
Nostrum. They became sought after pieces among collectors.
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So how did the Hollywood connection start?
Enter actor and filmmaker Sylvester Stallone. In 1995, the actor was visiting Florence,
Italy to look for a watch that would help him build his character for the film Daylight.
While browsing a jeweller’s shop in Rome, he chanced upon the Panerai Luminor, a watch
that, according to him, immediately showed star power.
Talk about serendipity!
So taken was he by the brand that he took home several pieces of the Mareh Nostrum and
Submersible.
He even had them engraved with the word “Slytech”, and with his signature on the case back, and
gave them as gifts to friends.
The relationship between Stallone and Panerai has gone from strength to strength. There
have been Panerai watches inspired by the star, such as the limited edition Luminor
Chrono Slytech -- a watch water resistant to 1000 meters, and created only in 500 pieces.
Panerai has made no public announcements of its appearances in movies, but who needs that
when they’ve got the best endorsement?
The most powerful wrists in action movies have worn Panerai, both on and off the screen.
Arnold Schwarzenegger wears Panerai watches in real life, and his relationship with the
brand is intertwined with his friendship with Sly Stallone.
He wore a Pre-Vendome Panerai in the movie Eraser, and not only that – he gave Panerai what
is likely its first close up shot in a film, and in the opening scene, no less!
Dwayne Johnson, or The Rock, one of today’s highest-paid actors, has also worn Panerai
in many of his films.
He gave the brand screen time by wearing Luminor Submersible models in 2011’s Fast Five and 2015’s
San Andreas. He also wore a Luminor Marina in The Expendables 2, where he starred with
Sylvester Stallone.
Jason Statham, Hollywood’s favorite anti-hero, also wears Panerai to build his antagonist
characters.
He donned a Panerai Chronograph in the opening scene of The Transporter, and a Luminor Submersible
in The Expendables 3.
In 2010, Sylvester had the entire cast of the first The Expendables movie to each
wear a Panerai. They have also worn the brand in the succeeding Expendables films.
So… have you spotted a Panerai watch in an action movie?
Look a little closer – it’s bound to be on your favorite action hero’s wrist, helping
him as he saves the day.
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