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Panerai: Elevating luxury watch ownership with digital product passports

Panerai introduces digital product passports for every timepiece - a continuation of their exploration into innovative and valuable experiences for their clients.

Panerai Digital Product Passport

Brand description

Founded in Florence in 1860, Panerai has a rich history supplying the Italian Navy with precision instruments. The designs developed by Panerai during that era were covered by the Military Secrets Act for many years and were launched on the international market after the acquisition by the Richemont Group in 1997. Today, Panerai develops and crafts its timepieces at its Neuchâtel manufacture, melding Italian design and history with Swiss horological expertise. Panerai watches are sold across the world through an exclusive network of distributors and Panerai boutiques.

Brand goals

Panerai watches inspire their owners to embrace audacity and exploration. True to this spirit, Panerai is always on the lookout for novel technologies that offer compelling opportunities to its clients. The introduction of a digital product passport for every timepiece is a testament to this commitment. This initiative not only safeguards the unique identity of Panerai watches but also maintains an open communication between the brand and its clients, taking the client experience to unparalleled heights. 



Panerai Digital Passport

Panerai began its journey into web3 in partnership with Arianee with the launch of the Radiomir Eilean Experience, a limited-edition watch accompanied by an NFT. Propelled by their commitment to innovation, Panerai recently introduced another initiative - digital product passports for all watches purchased from 3rd October 2023. This digital product passport, powered by Arianee technology, represents a significant step forward in elevating the client experience. 

The digital product passport, acting as proof of ownership, contains specific and comprehensive information about each watch, including technical details and product history. Notably, it allows for a safer second-hand market by being transferable to the next holder, enhancing the watch’s provenance and history documentation. This approach is in line with Panerai’s mission to combat counterfeiting and promote digital documentation within the industry. 

In partnership with Arianee, Panerai is spearheading the industrialization of digital passports. This collaboration represents a critical milestone in Panerai’s journey towards an enhanced and trusted customer experience. 

Clients can seamlessly obtain their digital product passports at Panerai boutiques or by scanning the warranty card’s QR Code. Once registered, users gain access to Pam.Guard, a digital platform for the Panerai community. This platform enables clients to access certified information about their watch, check its history, transfer the digital passport to a new owner, avail future services, and extend the international limited warranty for up to eight years. The digital passport can also be conveniently transferred to the next owner in the form of a gift, inheritance, or resale through Pam.Guard. 

Customer Benefit(s)

  • Protection: Safeguard your watch’s unique identity. 
  • Direct Communication: Stay connected with Panerai. 
  • Certified Information: Access detailed history, repairs, transfers, and more. 
  • Exclusive services: Enjoy a range of services tailored for Panerai owners. 
  • Easy Ownership Transfer: Pass on your watch’s legacy effortlessly.