Future Panerai experiences will be held in Florence and Brindisi this year and in Svalbard, Norway, in early 2023
When money is no object and you can buy anything in the world, how do you up the ante? That’s the question some luxury brands are asking themselves, as they venture into creating out-of-this-world experiences to include with their premium purchases.
The idea is that when clients invest in their high-end creations, they not only receive a physical commodity, but valuable memories, too. One such brand is Panerai, the historic Florentine watchmaker, which is creating limited-edition timepieces tied inextricably to experiences, and inviting patrons from around the world to take part in it.
As Alessandro Ficarelli, the brand’s chief marketing officer, explains, “When you talk to our, the 22-metre ketch owned by the company and the namesake of the Radiomir Eilean Experience timepiece.
