Jean-Marc Pontroué has been a fervent flag-bearer of Paneraiâs âLaboratorio di Ideeâ (Italian for âlaboratory of ideasâ) credo since he took over as the brandâs CEO in April 2018. Though the motto isnât new â the companyâs website states that it has been around since Paneraiâs âdebut on the international marketâ â the phase has taken a more expansive meaning under Pontrouéâs leadership.
Besides being an actual research and development lab that focuses on creating new technical innovations, âLaboratorio di Ideeâ is also a rallying cry for the company to be resourceful and inventive in all areas of the horological space.
An example Pontroué gives is the âexperiential campaignâ that he introduced, where limited-edition Luminor Submersibles are sold as a package with exclusive client experiences. This year, deep-pocketed Paneristis can journey the Arctic with explorer and brand ambassador Mike Horn with the purchase of the Submersible EcoPangaea Tourbillon GMT 50mm Mike Horn Edition, which is limited to five pieces. In an earlier interview with the Financial Times, Pontroué floated the idea of someday making a watch with 100 per cent recycled materials.
While a zero-waste watch might take some time coming, Paneraiâs new creations introduced at Watches & Wonders 2020 show that the brand is putting its money where its mouth is with material experimentation.
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