Watch: Chapter One of Panerai Traits, featuring photographer Jason M. Peterson


Text: Angelyn Kwek

In their constant pursuit for excellence, Officine Panerai has launched a new digital project that explores its brand identity with four international personalities. First up, the theme of light as told by photographer Jason M. Peterson

What do light, design, innovation and the sea have in common? If your guess lands somewhere in a Venn diagram intersection shaded as 'characteristics of Panerai', you deserve a cookie. Titled as Panerai Traits, this new digital project from the maison outlines the attributes of the Panerai identity, and is split into four chapters exploring each unique trait through the lens of four different personalities.

Expressed via short films and a series of images, the first chapter looks into the concept of light, communicated by American photographer Jason M. Peterson whose work with black-and-white images has garnered him over a million followers on Instagram. As he pursues the shifting light to capture that perfect shot, the Luminor Due 3 Days Automatic accompanies Peterson on his quest, a journey that parallels his craft with Officine Panerai's constant pursuit for excellence.

Panerai Traits Chapter one

On collaborating with Peterson and embarking on this new digital directive, the maison's CEO Angelo Bonati shares: "Panerai Traits is a contemporary exploration of the identity of the brand, a tale which uses images and videos to compose the personality of Panerai, conveying it to those who already know it through our digital communication channels, and to those who are not yet aware of us through the exceptional personalities with whom we have the pleasure to collaborate."

Discover more of Panerai Traits here.