Welcome to an insight into my experience of visiting Officine Panerai Neuchâtel. With Panerai, timekeeping is more than a mere functionality. When we enter to the Panerai’s world, we enter into a world consisting of not only high precision, but also beautiful and sturdy craftsmanship, and a brand with a heritage that goes back to the beginning of 1900s. Even though the story begins in Italy, the brand have always been a fusion of Italian taste and Swiss reliability. If you are curious for more, shall we dive in together?

What waits you in this blog post:

Origins: The Italian Royal Navy and Radiomir

Panerai’s story begins in service to the Italian Royal Navy. In 1916, to meet the navy’s demand for highly legible underwater instruments, Panerai developed Radiomir: a luminescent powder derived from radium.

This innovative material gave rise to the Radiomir watch, named for its “high visibility of the substance and the excellent adhesive qualities of the paint under water” according to Panerai’s original patent, the first of many filed by the brand throughout its history.*

Left: The original Orologeria Panerai shopfront in Florence, Italy
Right: Radiomir – the model that marked Panerai’s entry into military watchmaking

*Photo 1*: A close-up of the iconic Luminor dial with “Marina Militare” inscription – a nod to Panerai’s origins as a military supplier.

The Historical Boutique: Firenze, Italy

Florence, the birthplace of Panerai, is home to the brand’s original boutique: a space where craftsmanship, heritage, and innovation meet. Located steps away from the Arno River, this historical site reflects Panerai’s enduring roots in Italian design and horological excellence.

Boutique Exterior: The historic Orologeria Panerai boutique in Florence — where tradition meets modern luxury.

DNA of Panerai: The Iconic Crown Protection

Half-crescent crown.

This innovative feature was developed in the 1950s to enhance the water resistance of Panerai watches, particularly for military divers.

The Essence of Panerai

Naval military heritage
A fusion of Italian aesthetics and Swiss precision
Masculinity and bold design
Exceptional performance and durability
A unique blend of watches and experiences
Laboratorio di Idee – the in-house innovation lab
Innovation: Cutting-edge technology and materials
A passionate global community of collectors — the Paneristi

Panerai Today

Four Main Collections

Panerai’s current collection honors its military origins while embracing modern lifestyle and design. Each family tells a distinct story, from underwater missions to contemporary elegance.

Radiomir: The original design from the 1930s, characterized by its cushion-shaped case and minimalist dial.
Luminor: Known for its patented crown-protecting bridge and bold presence.
Submersible: A professional diving instrument built for extreme performance and water resistance.
Luminor Due: A more elegant, refined interpretation of the Luminor. Slightly slimmer, and the brand’s most feminine line.

Panerai’s Position in the Luxury Watch Universe

Where does Panerai position itself in the Richemont group?

Where is Panerai in the luxury watches pyramid?

Combining Timepieces with Experiences

Since 2019, Panerai has elevated its watch sales by offering exclusive adventure experiences, such as deep-sea diving and arctic explorations, blending its nautical heritage with unique, immersive storytelling.

My Personal Highlight: L’astronomo

Panerai L’Astronomo Luminor 1950, Tourbillon Moon Phases Equation of Time

A Few Photos from Officine Panerai, Neuchâtel

A Fun & Innovative Work Calendar from Legos at Officine Panerai

Display of iconic watches and calibers at Labarotorio di idee, Officine Panerai, Neuchâtel

Women wearing Luminor Due, brand’s only slightly feminine collection, Officine Panerai, Neuchâtel

Final Reflections

Visiting Officine Panerai deepened my understanding for how heritage and innovation can coexist in a luxury brand. As someone passionate about storytelling, design, and customer experience, this visit sparked ideas I can carry with me into my professional work.