The important thing to understand about P-Day is that while it has everything to do with Panerai, the watch, it has quite little to do with Panerai, the brand. P-Day is the annual celebration and gathering of the Paneristi, an organisation of Panerai enthusiasts—but it is an unofficial fan club, with no direct connection to Panerai, the brand. In the past, this separation was much more pronounced but, today, Panerai the brand has come to embrace the Paneristi. When the Paneristi hold their annual global gathering, as was the case last month in Kuala Lumpur, Panerai hosts them for one evening—an evening of friendship, celebration, and, most intriguingly, insider information. More than 200 Paneristi from some 20 countries were in attendance.
Panerai CEO Jean-Marc Pontroué defines a Paneristi as “people who know Panerai better than anybody in the company”, comparing them to the famously devoted tifosi of Scuderia Ferrari in Formula One. “It’s people who know Panerai better than we do. They can have one Panerai or 10 or 20. They are not collectors—collectors are different,” he says. They do not have to be particularly big spenders, but they are very active in buying, trading and selling, and may even have more books about Panerai than watches.
View more of the P-Day celebration in Kuala Lumpur
Pontroué recalls that the first P-Day he attended was somewhat by accident. It was in Hong Kong in 2018 and, new to the brand at the time, just happened to be on a market visit at the same time. Impressed by the passion and camaraderie, he elected to take the relationship further. “We decided to make [our involvement] in the future much bigger. To associate ourselves with their feedback, keeping them updated about what we do and so on,” he says.
P-Day travels all around the world; past locations include Frankfurt, New York, Singapore and Paris. The Kuala Lumpur event was the first time it has been held in Southeast Asia in nine years, and the first for Malaysia. The Paneristi gather for several days, during which it is not all about watches—there are many hangouts, meals and local excursions planned—but Panerai’s official involvement was just the one night at the EQ hotel. It opens in the ballroom, where Pontroué addresses the gathering. After a recap of what the brand has been up to in recent months, he delivers a rare privilege afforded exclusively to the Paneristi—a sneak preview of what’s to come from the brand in the next year. Not everything is revealed, but most of the key upcoming launches are—along with a preview of the booth concept for Watches & Wonders 2025. This is something that Pontroué enjoys very much.
“You know, I’ve worked for the brand for six years now, and I find it to be an incredibly emotional moment,” he says. “I find it fascinating that people across the world come here and celebrate our brand for three days. They are here to support us, and I find that absolutely fascinating.” Presenting the still-under-NDA information is the best giveback the brand can offer for this unwavering support—and being updated before anyone else is something that the Paneristi greatly appreciate.
There is a candour to the applause in the hall, as Pontroué puts up slides of upcoming products. The Paneristi are purists at heart; things like high-tech materials, tourbillons and minute repeaters, as well as the petite Luminor Due collection typically garner only a polite smattering of claps. The kind of watch that gets raucous cheers and whoops is a Luminor or Radiomir, 44 or 47mm in diameter, and preferably with no date or small seconds—simple, traditional and one that pays homage to Panerai’s early days as a supplier to the Italian navy.
View more of the limited edition PAM02025 Luminor Venticinque
Indeed, the watch that received the most applause of the night caters specifically to this taste. The PAM02025 Luminor Venticinque is due for launch next year to mark the 25th anniversary of the Paneristi community. Its burnished steel case is 44mm in diameter, and it features a blue gradient sandwich dial that is devoid of anything but the essentials—no date, no small seconds. Water resistant to 300m, the display caseback is inscribed with the paneristi.com logo, including its description as “the unofficial resource for Officine Panerai”. It is limited to 1,000 pieces, with an initial ordering period reserved only for Paneristi members. The watch was designed with input from key Paneristi members, including Padraig ‘Paddy’ Conway, one of the group’s founders.
After the presentation, Pontroué awards one member with the Paner-Eye, a prize for the most successful Panerai-related social media post of the year. It is a highly coveted award, not just because of its meaning but also because it is shaped like a giant Luminor crown guard and is something any enthusiast would love to have on display. The party then retreats to EQ’s Sky51 rooftop bar, where food and music await. Pontroué sets up at a desk in one corner, where members bring him their Panerai ‘passport’—a collector’s book for receiving stamps that mark boutique visits and special events. The stamp for P-Day 2024 will be destroyed at the conclusion of the evening, making it a unique souvenir for those who were lucky enough to attend.
