In the past few years, Panerai has firmly established and expanded their eco-minded reputation. In an era where it is everyone's responsibility to be part of the solution in saving the planet, Panerai took their responsibility and the Eco Titanium was a first insight in where It should go. To focus at recycled materials and involve this in the watchmaking process. Both ecological and innovative at the same time.
This year Panerai takes further steps. First with the eye-catching Submersible eLAB-ID (PAM1225), a watch that comprises of 98,6% recycled materials. To be that pioneer comes at a price, as the PAM1225 will cost an approximate $60,000.
The Luminor Marina eSteel, which is presented at PAM1356, 1358 and 1157 extends the eco-philsophy to a larger scale and affordability. Panerai is introducing eSteel, a new recycled-based material that represents Panerai's commitment to reduce the need for virgin material extraction. And in what a way! 89 grams of the Luminor Marina eSteel are made of recycled-based materials, and compared to the total weight of 152,4 grams it means that 58,4% of the watch case is recycle-based. The new alloy is featured in both the case and the dial of the watch.
The eSteel features a brushed case and a polished bezel and comes in three dial colors: Blu Profondo, Grigio Roccia and Verde Smeraldo, with the latter available exclusively to Panerai boutiques and e-commerce. All three watches are powered by the Calibre P.9010 automatic movement with three day power reserve.
With the Luminor Marina eSteel Panerai has taken an effort that is technically advanced, teaming with several partners from within and outside the watch industry. It shows their intention that creating eco-friendly, recycled products is here to stay. And that raises the bar for other brands as well, to be prepared when future watch buyers will consider the footprint of their next luxury watch being part of the purchasing decision. Panerai is leading that way.