Panerai Case Study


February, 2024

Panerai Case Study

Luxury watch brands acknowledged India as an emerging market in the early 2000s, and that led to their exuberant entry to the country. 

PR Pundit has shouldered the communications mandate for Panerai since 2011 to foster familiarity to gain favorability for the luxury sports watch brand, spotlight its legacy with the Italian Navy, bolster product storytelling for its horology innovations and working closely to recommend partnerships, events & engagements to enlarge its circle of influence.

PR Pundit has underscored the brand’s commitment to India from the launch of Panerai’s first boutique in Mumbai in 2012, celebrated with two limited edition novelties that paid an ode to the city, to subsequent openings of two more Panerai boutiques in Delhi & Mumbai timed with the visit of the Global CEO Jean-Marc Pontroué to India in 2018.

In 2018, Panerai announced its first ever India Brand Ambassador – Mahendra Singh Dhoni. PR Pundit planned a special fundraiser football match with participation from media & influencers with the cricketing icon himself. Thereafter in 2019, unveiled two special editions dedicated to MS Dhoni at a press meet. 

In 2023, the brand continued its expansion, adding a new boutique at Mumbai’s Jio World Plaza, which was celebrated with an Italian soiree held under the stars at the iconic Fountain of Joy at the NMACC.

Over the past 2 years, PR Pundit has secured 5 editorial covers, 25+ global spokesperson interactions and 60+ full page features underscoring Panerai’s rich legacy, Italian flair and commitment to craftsmanship. 

Over the last 13+ years PR Pundit has been instrumental in helping Panerai gain top of mind recall. We have pursued a 360-degree integrated PR approach from recommending meritorious partnerships with prominent platforms like GQ Men of the Year, India Art Fair & Ajio Luxe Wkend, building a community of Paneristis in India, amplification of CEO visits and consistently garnering impactful editorial features. Our proactive PR outreach programme has contributed to enhancing its widespread appeal, secured a leading share of voice for the brand and made it the most widely reviewed brand in the Indian luxury watch segment, across the media and influencer universe.