Believe it or not, a manufacturer of fine wristwatches, currently one of the most popular (and expensive) brands on the market today, was essentially rescued from obscurity by Sylvester Stallone. The action film star, most famous for his roles in the “Rocky” and “Rambo” films, was in Italy in 1995 filming a movie called “Daylight” when he came across a unique looking timepiece in a Rome jewelry store. It was a Panerai.
Today, Panerai watches are so popular you can find replica Panerai watches all over the internet, but less than twenty years ago that level of popularity would have seemed like an impossible dream for the brand. The Panerai watch company was begun all the way back in 1860 by the eponymous Giovanni Panerai in Florence, Italy. Eventually the brand became the gold standard of Italian chronometers and was used by the Royal Italian Navy to outfit their commandos during the Second World War. After the war, Italy was in chaos and the brand seemingly lowered manufacturing standards to become more affordable to the general consumer. Whatever may have happened, the light had faded and Panerai had become a shadow of its former self.
…until the day Sly Stallone picked one up.
Mr. Stallone said as soon as he saw the watch he knew it had “Star Power” and decided to wear it in his upcoming film. Afterwards, he had them custom-make a special edition with his signature on the back and gave them to friends, including another then-action-film-star and current Governor of California, Arnold Schwarzenegger. The exposure breathed new life into the Panerai brand and inadvertently created a market for replica Panerai timepieces in addition to the real thing.
Today, Panerai has a contract to make branded Ferrari wristwatches and is considered one of the best and most stylish chronometers on the market. Their look is unique and distinctly Italian, although they are now largely manufactured in Switzerland.