The Future Of Panerai Is Sustainble

Panerai has made it very clear this edition of Watches & Wonders, where its future lies. With the Submersible eLad-ID they have introduced a watch that sets the new standard for recycled products within the watch industry, as by weight, 98.6 percent of the Submersible eLab-ID had a previous life in a different product. The brand was also very clear that reusing such a high percentage of materials was not easy to achieve. Panerai accomplished this by teaming up with its suppliers, tackling the challenges as a joint effort. To ensure that other watch brands don’t have to go through these same hoops and invent the wheel once more, Panerai even disclosed its partners and invited the rest of the industry to approach them and start using (more) recycled products in their own collections. This is an unprecedented step in which Panerai sends a clear signal to the rest of the industry that becoming more sustainable is a joint effort that surpasses the individual interests of the luxury groups and independent brands.

When looking at the Submersible eLab-ID one wouldn’t know that the watch is so innovative in terms of sustainability, as it looks like a true Panerai. The brand also made no concessions to quality, which makes the percentage of recycled materials used even more mind-boggling. The Submersible eLab-ID is fitted with a 44mm large case made from EcoTitanium and equipped with a sandwich dial of the same material. The watch is powered by automatic caliber P.900e and water-resistant up to 30 bar. As (some of) the recycling processes are still rather complex, Panerai will only make a limited number of 30 watches, which will become available next year.

This doesn’t mean that Panerai isn’t also making steps in its mainstream collection in regards to sustainability. With the new Luminor Marina eSteel  58.4% of its weight comes from recycled products, mainly the case and the strap. With this watch, Panerai proves that significant steps towards sustainability can be made even within the regular collection. The Luminor Marina eSteel is available in three different versions. They share the same automatic movement and recycled case but differ in color dial and strap, which is available in blue, green, and grey, each making a dashing impression of their own.