Officine Panerai presented its latest model in October 2011 at the inauguration of a special exhibition entitled “O’Clock. time design, design time” organised in partnership with La Triennale di Milano Design Museum. For the inauguration of the exhibition, artist Patricia Urquiola created the installation “I mondi di Officine Panerai” (The worlds of Officine Panerai), which highlighted the unique design of Panerai watches with eight historic and contemporary models.

Panerai watches were also featured in two of the most eagerly anticipated new works among those on display: the world premieres by British artist Damien Hirst, who used Panerai dials to create “Beautiful Sunflower Panerai Painting” and “Beautiful Fractional Sunflower Panerai Painting”, two works created using the spin painting technique.

“Beautiful Sunflower Panerai Painting”, © 2011 Damien Hirst and Science Ltd. All rights reserved DACS. Photography by Prudence Cuming Associates

The new Luminor Marina 1950 3 Days model presented at the inauguration of this exhibition uses a new movement based on Panerai’s in-house P.3000 calibre launched in 2011. Baptised the P.3001, the manually-wound movement with a 72-hour power reserve differs from the “parent” calibre in that it has a power reserve indicator with 3-day scale on the back of the movement, which is visible through a sapphire crystal case back.

The 47 mm polished stainless-steel case of this new model is, of course, classic Panerai, with the trademark crown protector and minimal markings—oversize 12, 3 and 6 plus hour markers and small seconds at 9 o’clock—on the dial, which is housed behind 3 mm-thick Plexiglas®. The Luminor Marina 1950 3 Days is water resistant to 10 bar (approximately 100 metres).

LUMINOR MARINA 1950 3 DAYS

At the same time, Panerai has also revamped its entire advertising, placing its products at the centre but with subtle references that reflect the brand’s Florentine heritage whilst at the same time alluding to its Swiss Made manufacture movements, which can be seen in the background of the advertisements.

The exhibition “O’Clock. time design, design time” runs from 11 October 2011 until 8 January 2012 at the Triennale Design Museum, viale Alemagna 6, Milan. www.triennaledesignmuseum.org

Source: Europa Star December - January 2012 Magazine Issue