Panerai keeps raising the bar when it comes to delivering innovative premium services, as exemplified so far with introducing the so-called “XPerience”. The brand’s strategy puts the customer in the front seat, even more so when approaching an Experience Edition watch, which has brought customers into extraordinary new territories. Moving forward, Panerai enters Web3, thus outperforming the competition regarding the customer-and-brand relationship.
What does Web3 stand for, and what is Panerai going to offer?
After Web1‘s introduction during the nineties, allowing us to grab news and info via the World Wide Web, the early 2000s’ Web 2.0 turned global users into an increasingly active community via blogs or social media (e.g., Facebook, Instagram, Twitter). Web3 is, according to the web’s gurus, a revolution and aims at democratizing the web, thus giving users the chance to grab centre stage once again. The new process will extensively adopt blockchain technology, which is fast spreading across the industry of luxury.
With the upcoming launch of the exclusive 50-piece Radiomir Eilean Experience Edition PAM 1244 – and the next Eilean XPerience – the brand will debut the NFT technology engineered by Arianee, an industry leader in providing such technology. While we’re all aware of the PAM 1244‘s specifications, including one-of-a-kind specs like bezel, crown and back made of bronze (coming from Eilean’s restoration process), the blockchain technology opens new scenarios to customers either while enjoying the watch or in empowering the one-to-one relationship between brand and owner.
Each of the fifty specimens will come equipped with a digital passport containing an NFT code uniquely associated with the watch. Not only does NFT uniquely identify the owner of the watch, but it will allow the owner to activate brand-promoted exclusive services. Here is a quick example; the PAM 1244 owners will receive, upon purchase, a signed artwork. Pretty curious to find out what the future holds.
Panerai will soon extend the NFT technology to its whole product offering; therefore, each owner will collect their personally-associated digital passport by buying any new Panerai watch. The Radiomir Eilean Experience Edition PAM 1244‘s launch project, which will kick off 2022‘s first experience – aboard Eilean and alongside the Amalfi coast – opens a new chapter for the brand and the industry and proves how Panerai fosters the development of an enduring connection with the Paneristi, via long-term customized services providing added value.
(Photo credit: courtesy Panerai)
Gaetano C @Horbiter®
