Panerai is glad to introduce you a new series of articles aiming at improving your understanding and knowledge of the watch industry. Each week, we will have the pleasure to present in detail a brand and its collections, and in order for you to pick the watch of your dream, we will also provide a selection of our 10 favorite watches. This week, we cover the most famous Italian watchmaking company – Panerai.

Panerai in a Nutshell

Founded: 1860 – in Florence, by Giovanni Panerai

Corporate: Member of Richemont

CEO: Jean-Marc Pontroué (Since 2018)

Revenue: CHF 410`000`000

Price Range: CHF 4`700 – 150`000

Units: 65`000 per year

Employees: + 450

Presence: Worldwide

Collection: Men’s and ladies’

What does the Brand stand for?

Panerai was founded in Florence in 1860. In the late 80s, watch collectors started to show interest in these vintage watches and it is at this precise moment that the story really started.

Richemont took over the manufacture and transformed it into a consumer brand –Panerai was born again. The design of the brand’s timepieces is truly unique and small details such as the numerals on the dial make these models stand out from the crowd. If you go through the whole collection, you can see how much Panerai is attached to its DNA and stick to it, independently of the industry’s trends. This is a proof of its power, being successful and itself at the same time.

If you want to be yourself and to follow your heart, then Panerai is the perfect match for you.

About the Models


The Radiomir is the first timepiece ever created by the brand and is today a truly legendary watch. These models show you how small details can change the overall appearance of a timepiece and are proof of the Italian mastery of design. The 3, 6, 9, and 12 indicators are iconic and make the Radiomir instantly recognizable. Today, these watches take a central part in Panerai’s collection: massive, bold, and reliable companions.


In 1993, Panerai decided to launch a new collection, the Luminor. It is a year to remember for the brand as it marks its introduction to the production of watches for the general public. Indeed, before 1993, Panerai only created and supplied private customers such as military forces for instance. The Luminor was an instant hit and quickly became an icon for the brand as well. The main difference between this collection and its older sister, the Radiomir, is the use of a large crown guard, to increase the watch’s waterproofness.

Luminor Due

The Luminor Due is one of the latest additions to Panerai’s collection. The case is inspired by the classic Luminor of the 1950s but is subtly redesigned to give a much classier look. Equipped with an automatic in-house movement, the Luminor Due is not as bold as it used to be and compared to other models, this collection has a more wise, tamed, and peaceful look.


Presented at SIHH in 2019, the Submersible is the state-of-the-art collection of the brand. Panerai preserves its DNA and creates again a genuine professional watch for divers and sailors. The Submersible honors the root of the brand and pays tribute to heroes with forgotten names. Characterized by a robust case and a reliable caliber, this collection is the modern archetype of diving watches.

WatchAdvisor’s 10 Favorites

Radiomir Base Logo 45mm (Ref. PAM00753)

CHF 4’000 (recommended retail price)

CHF 7’600 (recommended retail price)

Luminor Marina 44mm (Ref. PAM00723)

CHF 8’100 (recommended retail price)

Luminor Due 38mm (Ref. PAM00903)

CHF 6’000 (recommended retail price)

Luminor Due 42mm (Ref. PAM00728)

CHF 8’600 (recommended retail price)

CHF 7’000 (recommended retail price)

Luminor GMT Power Reserve 42mm (Ref. PAM01088)

CHF 8’800 (recommended retail price)

Radiomir GMT Power Reserve 45mm (Ref. PAM00628)

CHF 11’800 (recommended retail price)

CHF 7’600 (recommended retail price)

Radiomir Ceramica 48mm (Ref. PAM00577)

CHF 11’000 (recommended retail price)