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Watches & Wonders 2021: Sustainability Has Become A Part of Panerai’s DNA


There Is No Planet B: Panerai Steers Its Manufacture To Be A Part Of The Solution Rather Than The Problem

Over the years we have seen many watch companies make small efforts to bolster sustainability in the luxury industry and several manufactures also have partnerships with organisations that are trying to conserve or clean our environment. This year however Panerai seems to have gone all-in on the sustainability cause, offering new watches made with recycled materials the likes of which has never really been seen in the industry.

To prove that they are doing this as a genuine concern for the planet and not just a publicity stunt they even published the entire list of suppliers they have worked with for these recycled materials. And the CEO Jean-Marc Pontroué invites all the sister companies under the Richemont brand and also their competitors to work with these suppliers. In Panerai’s own words, “there is no Planet B” so it’s great to see that they are trying to be a part of the solution rather than the problem.

Panerai Submersible eLAB-ID

Panerai’s concept watches have constantly pushed the boundaries of watchmaking by introducing new innovations or materials that elevate the watchmaking tradition. This year however the latest concept watch to come out of the LAB-ID is still pushing the envelope, but this time specifically in the use of recycled materials.

The Panerai Submersible eLAB-ID is the first of its kind, a watch that can proclaim that 98.6 per cent of its weight comes from materials integrating a high rate of recycled elements. The case, sandwich dial and bridges are made from EcoTitanium a titanium alloy that can boast the same aerospace-grade lightweight construction but also have 80 per cent of it come from recycled content.

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The Panerai Submersible eLAB-ID is one that is a world’s first with close to 100 per cent of its weight coming from materials with high recycled content.

The watch is also the first watch to use 100 per cent recycled Super-Luminova and for the movement’s escapement, 100 per cent recycled silicon. Both these materials come from dedicated, small-scale recycling processes that reuse raw material waste. Everything from the sapphire crystal to the gold hands, all contain some form of recycled based material.

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When asked why he would want other companies using the innovations presented here on this watch, “We don’t want to be the only one doing this,” said Mr Pontroué. “Acting alone won’t save the world.”

Panerai Luminor Marina eSteel

Going from a concept model to a production model, the Luminor Marina eSteel is one of the first production watches from Panerai to feature the ideas derived from the eLAB-ID. And this comes in the form of the eSteel case. In this watch, almost 60 per cent of the material came from recycled sources, this, in turn, reduces the need for virgin material which then also reduces the amount of carbon dioxide needed to produce them.

Esteel Is The First Material Used In Luxury Watchmaking To Offer Close To 60 Per Cent Of Its Weight From Recycled Materials 3

eSteel is the first material used in luxury watchmaking to offer close to 60 per cent of its weight from recycled materials.

Being a production model, one of the challenges that Panerai faced was to not only think about its impact on the environment but also meet the rigorous standards demanded of the steel that preceded it. The watch, after all, is still a luxury product. Thankfully, eSteel exhibits identical chemical behaviour, physical structure and resistance to corrosion as a non-recycled alloy.

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The new Luminor Marina eSteel will come in three colour variations Blu Profondo, Grigio Roccia and Verde Smeraldo and will be paired with a textile strap that, you guessed it, will also be made from recycled material. 

Keep up with all the Watches and Wonders 2021 launches here!

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