“Survival instruments for modern heroes”

[Cru Jones]

Panerai’s new marketing slogan....

So much to ridicule/lament.

“Survival instruments....”

“......modern heroes”.

Seriously, who comes up with this sort of thing? Who are they targeting? And do they give any thought to long-term customers/fans?

[polaris72]

Possibly trying to position themselves to compete with Sub and/or Explorers? I must say that Submersible is on my list. One of the top watches I like.

[The OG Beef]

No big deal, it’s marketing. Been in the PAM game for 14 years and it doesn’t bother me a bit.


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[nick c]

They are trying to hard.

[erik asher]

I am glad you called them out in this as I have been laughing about this ridiculous campaign for months, and I have been wearing Panerai for 16 years...a bit of critical thinking is a sign of intelligence, after all...

Who is a “modern hero” because they wear Panerai? What a joke? And who relies on their Panerai for survival? Come on really?! I know I know people dive with the watch and Mike Horn goes in arctic treks, but what about the rest of us?!

Here is a few ideas for slogans that won’t cost Panerai millions in marketing fees...

Panerai—passion on your wrist

Panerai—the courage to be unique

Make a statement, wear a Panerai

Panerai—history and innovation combined into passion

[Mystro]

Perhaps it sounds better in Italian cause it sounds like a generic knife add for keyboard commandos that never leave their parents basement.

[ajas]

Well. I am neither hero or modern survivor. I better stick to 000 and 232

[thsiao]

I agree... a little bit too much. Submersibles are great PAMs, but definitely not surviving instruments for modern heroes only.

[mobster600]

More like fashion instruments for anyone who wants one. Lol

I guess you could call Sly and Arnold hero’s. LOL

[LigerBelair]

The new slogan is painful. Hopefully they realize their error soon.

[KBM]

The biggest proof of our love for the brand is that we stick with pam despite pam.

[CanPam]

LOL

I prefer this slogan to "Born to dare!"...

[Ravager135]

Their CEO is a moron. These sorts of slogans, playing soldier or adventurer with a watch purchase; it's all ridiculous. Brands will always hype the small truths in their histories, but let's be honest Panerai built cases for pocket watch movements for the Italians during WWII, they had a resurgence courtesy of Stallone, and here we are today. Can't they be appreciated for their movements, their masculine style, their reliability?

This sort of silly slogan alone isn't the problem. It is a symptom of a larger one.

[nick c]

Originally Posted by Ravager135

Their CEO is a moron. These sorts of slogans, playing soldier or adventurer with a watch purchase; it's all ridiculous. Brands will always hype the small truths in their histories, but let's be honest Panerai built cases for pocket watch movements for the Italians during WWII, they had a resurgence courtesy of Stallone, and here we are today. Can't they be appreciated for their movements, their masculine style, their reliability?

This sort of silly slogan alone isn't the problem. It is a symptom of a larger one.

I agree too bad the other CEO retired.

[911NBK]

I don't get Panerai. Not just their marketing campaigns, the watches as well.

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[nick c]

Originally Posted by 911NBK

I don't get Panerai. Not just their marketing campaigns, the watches as well.

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Just stick around and by Christmas you’re going to have a Panerai in your collection.

[rootbeer7]

We are the converted. We don’t need ridiculous slogans. It’s big world out there and they need to out-idiot the other brands!!!

[brandrea]

Originally Posted by nick c

They are trying to hard.

Originally Posted by kauebm

The biggest proof of our love for the brand is that we stick with pam despite pam.

Agreed

I wish they’d send their marketing department to the same school as the Rolex graduates

[1William]

Panerai has a lot of problems other than this marketing slogan. I really like the brand despite all of the difficulties they put on customers. I own a 1389 and may get another but I will never go back to owning 5-8 again.

[erik asher]

Originally Posted by Ravager135

Their CEO is a moron. These sorts of slogans, playing soldier or adventurer with a watch purchase; it's all ridiculous. Brands will always hype the small truths in their histories, but let's be honest Panerai built cases for pocket watch movements for the Italians during WWII, they had a resurgence courtesy of Stallone, and here we are today. Can't they be appreciated for their movements, their masculine style, their reliability?

This sort of silly slogan alone isn't the problem. It is a symptom of a larger one.

I get your point but they did more than what you give Panerai credit for...it also designed the Radiomir wire lug case and onion crown, patented the crown guard, developed wore lugs tonessily change straps, invented the sandwhich dial, and radioactive/lume material for diving visibility.

[Ravager135]

Originally Posted by erik asher

I get your point but they did more than what you give Panerai credit for...it also designed the Radiomir wire lug case and onion crown, patented the crown guard, developed wore lugs tonessily change straps, invented the sandwhich dial, and radioactive/lume material for diving visibility.

And those are all great things. They should talk more about them. Those sorts of points would emphasize characteristics that would draw someone to the brand.

What do they do instead? "Buy this dive watch (which isn't even their most iconic line) and you'll be a badass. Spend even more and you can play frogman." What should they do? Tighten up those Luminors and Radiomirs, offer gold hands and domed crystals on standard models, cut out the redundancy, throw those snap-on casebacks in the garbage.

[inadeje]

The advertising has really appealed to my closet special forces side

[911NBK]

Originally Posted by nick c

Just stick around and by Christmas you’re going to have a Panerai in your collection.

Nick I'm still here and I still dont get it....

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[nick c]

Originally Posted by 911NBK

Nick I'm still here and I still dont get it....

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Maybe give Yorkdale a visit. See which one will sing to you?


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[erik asher]

Originally Posted by Ravager135

And those are all great things. They should talk more about them. Those sorts of points would emphasize characteristics that would draw someone to the brand.

What do they do instead? "Buy this dive watch (which isn't even their most iconic line) and you'll be a badass. Spend even more and you can play frogman." What should they do? Tighten up those Luminors and Radiomirs, offer gold hands and domed crystals on standard models, cut out the redundancy, throw those snap-on casebacks in the garbage.

I totally agree with you—except quite frankly, I like to keep the domed crystals and gold hands for SEs, as it keeps them special and unique...

But putting that point aside, I don’t like the “experience” marketing campaign or experience PAMs, the futuristic etching in the crystal dial design, 38mm due, integrates bezel and snap on caseback, or the absolutely ridiculous marketing campaign of “survival instruments for modern hero’s.” Stick whithbwhat you dinwell and continue to do that even better. Pretty much we are saying the same thing!