While super fan bases may not be the primary consumers of most companies, brands are eager to pay close attention and reward those who are loyal to them. In the watch industry there are brands with their own healthy group of fans. Rolex of course is a big one, but many other brands have their share of very active regular buyers.
One such brand is Panerai, a Swiss brand under the Richemont group based on a historic Italian watch maker who produced timepieces for the Italian Navy. Panerai endures today strictly on the preservation of its history offering recreations of iconic models. Panerai also has a very loyal following, and super fans even have their own name, “Paneristi.”
Panerai is a fantastic business because it focuses on design people love, with enough exclusivity to keep people engaged. One thing Panerai has done – unlike any other brand its size – is to produce limited edition watches exclusively in honor of its fans. The newest such piece rewards those who want to boldly claim they are a “Paneristi Forever.”
This precise term is engraved on the back of the watch. The message is a bold one, and is clearly meant to appeal to existing Panerai fans. While it isn’t difficult to gleam that “Paneristi” refers to Panerai, only brand “insiders” will truly appreciate the message on the rear of the limited edition watch. While not exactly cheap, Panerai did opt to go with a more simple timepiece for this model. The watch itself is based on the Radiomir style case and is the Panerai Radiomir 1940 3 Days “Paneristi Forever” ref. PAM00532 (PAM 532) watch.
- Read the full article at: http://www.forbes.com/sites/arieladams/2013/10/14/panerai-makes-another-watch-strictly-for-cult-fans/