Panerai Traits

Panerai Traits is the latest campaign by Officine Panerai that identifies and celebrates the four unique traits that lie at the core of the brand – Light, Design, the Sea and Innovation.

Presented in four chapters and centered on a beautifully crafted short film, each segment was helmed by an international personality whose passion for and interest in the specific area is unsurpassed.

Titled “Revealing Design Purity” and filmed in some of my favorite places in Milan, my role as the segment’s protagonist was to talk about my quest to find the perfectly designed object, place or experience, and therefore link my pursuit for design excellence to Panerai’s philosophy, as well as showcase the brand’s classic Radiomir 1940 on my wrist.