Panerai: Earth Time

by Pressroom

Italian luxury brand Panerai is utterly committed to doing its part to save the environment through sustainable watchmaking practices.

In 2021, Panerai introduced the eLAB-ID, a concept watch that was constructed from 98.6% recycled material, certainly leading the industry in terms of intelligently reusing base resources. In fact, the Italian luxury watchmaker has set a personal target for 30% of the collection to be designed and produced using recycled materials by 2025.

A member of the RJC since 2012 and COP (code of practices) certified since 2014, Panerai is at the forefront of forging ingenious materials and processes. eSteel™ is a next-generation metal obtained from pre-consumer recycled steel scraps (up to 95%) coming from different industries, preferably from the Swiss watchmaking industry. Its production significantly reduces CO2 emissions.

 “As a company, we have the responsibility to be active and support the urgent need for change and help protecting our Planet, empowering everyone to take direct action to take care of it. The more we can work together, the better,” states CEO Jean-Marc Pontroué.

Panerai has also joined the Watches & Jewellery Initiative 2030, a project launched by Cartier and Kering in cooperation with the Responsible Jewellery Council to develop shared sustainability objectives for global watch and jewellery brands.

Members of the initiative commit to decreasing greenhouse gas emissions, keeping their reductions consistent with the 1.5°C pathway by 2030 and achieving Net Zero by 2050. In addition, participating brands are expected to implement 100% renewable energy across operations by 2025.

Images courtesy of Panerai, artwork by Curatedition. All rights reserved.

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