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For the first time in its history, the Italian luxury watchmaker Panerai is collaborating with the famous Prada Cup, as official timekeeper of the challenger’s selections. This elimination series will lead its winner to the door of the final of the 36th America’s Cup, which will be held from 15 January to 24 February 2021 in Auckland, New Zealand.
This elimination series, organised by Challenger of Record 36 (COR 36), is historic and has now been in existence for 50 years.
Presented this year by its new sponsor PRADA, its objective will be to elect the future challenger that will compete in the final of the 36th America’s Cup in March 2021, with the defender this year being Emirates Team New Zealand.
This will be the last stage before the Grand Final, which will offer its winner the oldest sporting trophy in the world.
The luxury brand Panerai is this year offering itself the exclusive partnership for this new edition: “We are very proud to have been appointed official timekeeper of the PRADA Cup. The challenge ahead of us is great, but Panerai is fully committed to living this new chapter in its history. Between the exchanges on technologies and the precision of the equipment of the hydrofoil monohulls, every moment of this partnership perfectly reflects our pioneering spirit” declared Jean-Marc Pontroué, Panerai’s Managing Director.
The House of Panerai is taking advantage of this prestigious partnership to increase its visibility among the general public and the media present at the event, and thus strengthen its image in the luxury and high-level sports segment.
In addition to obtaining the title of Official Timekeeper, the luxury watchmaker will also sponsor the editions of the PRADA America’s Cup World Series Auckland, to be held from 17 to 19 December 2020, and the PRADA Christmas Race on 20 December 2020, both of which will showcase the visual identity of the Florentine watchmaker through television graphics, particularly on the race committee’s yacht and the official support vessels.
Based in Florence, the luxury watchmaker Panerai has been in existence since 1860 and has long been a supplier to the Italian Military Navy, particularly to the commandos for its various luxury products made in its workshops, such as the Luminor and Radiomir watches.
These projects remained hidden for a very long time by the military forces until 1997, when the French group Richemont bought the House of Panerai in order to extend the brand internationally via various mono-brand sales outlets or via authorised retailers.
“The link between Panerai and the sea was born in the first decade of the last century, when the brand was the supplier of advanced and sophisticated instruments for the ships of the Italian Navy. The first underwater watches date back to the 1930s and have been at the heart of legendary adventures. Since then, Panerai’s innovations and passion for the sea have never failed. It is therefore with great satisfaction that I welcome Panerai as Official Timekeeper of the PRADA Cup and the preliminary regattas of the 36th America’s Cup presented by PRADA.” said Lorenzo Bertelli, PRADA’s Marketing and Communications Director.
And on the occasion of this great event for the House, Panerai has decided to put on sale the Luminor Luna Rossa, an exclusive edition of 20 pieces at the unit price of 11,500 euros, available on 3 December on its website, for just 24 hours worldwide.
Read also > TOM FORD: LUXURY WATCHES MADE ONLY FROM OCEAN WASTE
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For the first time in its history, the Italian luxury watchmaker Panerai is collaborating with the famous Prada Cup, as official timekeeper of the challenger’s selections. This elimination series will lead its winner to the door of the final of the 36th America’s Cup, which will be held from 15 January to 24 February 2021 in Auckland, New Zealand.
This elimination series, organised by Challenger of Record 36 (COR 36), is historic and has now been in existence for 50 years.
Presented this year by its new sponsor PRADA, its objective will be to elect the future challenger that will compete in the final of the 36th America’s Cup in March 2021, with the defender this year being Emirates Team New Zealand.
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For the first time in its history, the Italian luxury watchmaker Panerai is collaborating with the famous Prada Cup, as official timekeeper of the challenger’s selections. This elimination series will lead its winner to the door of the final of the 36th America’s Cup, which will be held from 15 January to 24 February 2021 in Auckland, New Zealand.
This elimination series, organised by Challenger of Record 36 (COR 36), is historic and has now been in existence for 50 years.
Presented this year by its new sponsor PRADA, its objective will be to elect the future challenger that will compete in the final of the 36th America’s Cup in March 2021, with the defender this year being Emirates Team New Zealand.
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