Will Panerai's New Watch Prove the Win for Italy?

Introducing the bright white Luminor Luna Rossa.

Panerai, the heavyweight name in diving watches, has announced a new version of its Luminor Luna Rossa model.

The brand has partnered with Luna Rosa, the sailing team owned by Prada CEO Patrizio Baterelli, since 2017.

The minimalist white Luminor has been announced ahead of the 37th America's Cup, to be held in Barcelona in September and October 2024. Team Luna Rossa is the current holder of the Prada Cup, a companion race to the America's Cup.

The 44mm watch is produced in a limited run of 1,500 and features a polished stainless steel case, a matt white dial, and numerals coated in grey Super-LumiNova that glow green in the dark. Other features include a red small seconds hand at 9 o'clock and the text 'Luna Rossa' at 6 o'clock.

It is sold with two straps, one in dark grey fabric with a red stripe, the other made of black rubber.

Panerai's involvement with the competition makes sense. Not only is sailing part of its DNA, but it is a Swiss brand with Italian origins. Together with Prada and Pirelli—and other Italian sponsors including the Parmeggiano Reggiano cheese conglomerate—the goal has been to bring the America's Cup home to Italy.


Since the 1980s the country has proved a serious contender, with Italian teams winning the Challenger Selection Series three times. The Louis Vuitton Cup in 1992 and 2000, first with Il Moro, then with Luna Rossa. And the Prada Cup in 2021, once again with Luna Rossa.

Despite taking on the official role of Challenger in the race, the country was defeated on all three occasions. In one race the difference between Team New Zealand, the eventual victors, and Luna Rossa was just 30 seconds.

Still, nothing says sailing quite like a sharp white design. Could this be the lucky charm to put the wind in Italy's sails for 2024?

FromEsquire UK

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