Just a few traits are enough to convey the unique personality of Officine Panerai: the historic link with world of the sea (MARE), the extraordinarily distinctive DESIGN, the passion for innovation (INNOVAZIONE), and finally light (LUCE), interpreted by the remarkable visibility of Panerai watches even in the dark. The new project Panerai Traits, online from 5 February 2018 and beginning with the first chapter on light, outlines the identity of the brand through the portrait of four personalities who perfectly embody the passion and talent in each of these areas.

Star of the first chapter in the series will be the United States photographer Jason M. Peterson, internationally known for his black and white photographs which have made him a star of Instagram, where he has over a million followers. “Composition is important, light is everything”: this phrase ends the fascinating short film Chasing Light with Panerai in which Jason M. Peterson describes his search for the perfect shot, wearing the Luminor Due 3 Days Automatic (PAM674) on his wrist. This film, as well as all the subsequent chapters, will be posted on his Instagram account, on the brand’s official social media channels and at www.paneraitraits.com. This website will contain all the digital content which will make up this project, gradually defining the traits of the Panerai identity under the hashtag #paneraitraits.

In the words of Angelo Bonati, CEO of Officine Panerai: “Panerai Traits is a contemporary exploration of the identity of the brand, a tale which uses images and videos to compose the personality of Panerai, conveying it to those who already know it, through our digital communication channels, and to those who are not yet aware of us, through the exceptional personalities with whom we have the pleasure to collaborate”.

In the course of the next few months, the four talents chosen will be unveiled one after the other, with an interval of two weeks between one chapter and the next. After the chapter on light, it will be the turn of a great star from the world of design, followed by one of the world’s great ambassadors of the passion for the sea, and finally by an exceptional representative of the talent for innovation. On their wrist, each of these will be wearing a Panerai watch which reflects the traits of their personality.

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