Earlier, I asked, “If I can, why shouldn’t I [wear a Panerai]?” Well, for me, it always boiled down to three things. One, as a big guy, I don’t need a watch that’s big to draw extra attention to myself. Secondly, I always felt like the watches were more cumbersome than I was used to. But both of those things are personal judgements and frankly were the selling point to Panerai in the early days of the commercial brand (and for some, continuing to today). But the new case feels more refined and wearable – a bit more comfortable on the wrist. It’s a watch I actually would consider owning. My only remaining critique would be the price, which seems a bit aggressive for the market.
The watches cost $8,900 in steel or $9,700 on a steel bracelet or titanium, which targets a potential gap in the market for general consumers looking for a dive watch below $10,000. Enthusiasts may cross-shop the market differently, but the name recognition and aesthetic alone will continue to draw in more general consumers at retail—something I see as a theme in Watches and Wonders. I might look to see where these fall on the secondary market in 6-9 months.
