Panerai unveils its secrets
The newly renovated Officine Panerai Bottega in Florence, Italy

June 14 2002 saw the inauguration of the exhibition 'Io, commandante del tempo'(Me, Commander of Time) at the Palazzo Antinori in Florence, Italy.
It is the first public presentation of the historical archives of Officine Panerai and it includes precision instruments, timepieces, documents and diving equipment including a two man submarine that are as much a part of the company's history as the original watches. Until recently, much of what is on show was unobtainable since they were classified as military secrets, but it clearly highlights the fact that Panerai played an important role in the development of Italian naval technology until about 1980.

The Panerai Bottega
The Officine Panerai Bottega d'Arte, which was founded in 1900 as Orologeria Svizzera, has now been renovated respecting its original architecture and design. Over the years, the Bottega has been a shop, a repair workshop and a watchmaking training school, but today, with its characteristic pietra columbina and traditional Florentine imprunetta terracotta floor, it is proving to be the meeting point for enthusiasts and collectors of the Panerai brand.
On the ground floor of the Bottega there is an elegant display of the current collection of Panerai watches, whilst on the first floor, one can see the brand's archives, measuring instruments, patents, calculating machines, depth gauges, compasses and original divers' watches.

From myth to niche brand
Panerai has managed in just five years to create not only a series of superb timepieces, but also to establish itself as a brand in the luxury sports watch sector. As Franco Cologni, the company's 'spiritual leader' as he calls himself, and Angelo Bonati, the Chief Executive Officer, were careful to point out, Panerai has attained a sort of cult status in the watch world - and all this with only 80 people working in the organization.
As to the future, Panerai will be opening a manufacture in Neuchâtel, Switzerland next year and over the next five years will expand internationally to 400 points-of-sale. The company is also going to help promote the image of the brand by opening 3 or 4 Panerai shops in Hong Kong, Portofino, Japan and the USA.

Some of the original Panerai nderwater creations

Malcolm Lakin

June 2002