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Do you know what Panerai just lost?

It didn’t just lose popularity, it lost its soul and it gets worse. At its peak, collectors weren’t just buying Panerai, they were building their identity around it. They tattooed the crown guard, flew across continents to meet strangers, and created one of the first true watch communities long before social media made that normal. But now, the brand is on a decline and it has become a cautionary tale.

To understand how Panerai got here and how their situation is, we have to start from where it all began