PANERAI

EVENT MANAGEMENT/ MARKETING/

Officine Panerai, a part of the Richemont Group, is an exclusive Italian watchmaker with a long lasting heritage with the Italian Navy and the sea. Panerai has established
a reputable name for itself in the most prestigious and important classic yacht regatta events in Europe.

Project

Caribbean and North American expansion
of the “Panerai Classic Yachts Challenge”; the major communication project of the company.

Issues and Challenges

Because there wasn’t an organized circuit
of classic yacht regattas in the US and the Caribbean, SM needed to develop strategies, determine and gain title sponsorship roles with the most prestigious regattas that could be included in the Panerai Classic Yachts Challenge.

Our Involvement

Starting from just an idea, SM has developed, planned and implemented the North American & Caribbean dates of the PCYC. SM secured the title sponsorship of the Classic Yacht Regatta in Antigua, West Indies; the Robert H.Tiedemann Classic Yacht Weekend in Newport R.I., the Opera House Cup in Nantucket, MA and the MoY Classic Yacht Regatta in Newport, R.I.

The classic yacht sponsorships are renowned for their great magnitude, attention to detail, and elegance. Within the yearly sponsorship calendar SM manages the program implementation and all sponsorship activations, including a high-end hospitality service for 700 people per day. As part of the initiative, SM created the Panerai Event Diary, an important instrument that links the history, heritage and core values of Panerai to yachting and targets sailors, trade, media and final consumer.

Results

In its fifth year of operation, SM has helped Panerai to establish the PCYC as the world’s premiere series for classic yacht regattas. This program is fundamental for the company to prolong its work of positioning itself as the leading brand in the Haute Horlogerie sports sector with lasting values.