Panerai CEO reveals why Dwayne ‘The Rock’ Johnson is such a die-hard fan of the brand
Time+Tide“Finally, the Super Bowl has come back to Los Angeles,” boomed Dwayne ‘The Rock’ Johnson as he hyped up the crowd at SoFi Stadium ahead of the clash between the Los Angeles Rams and the Cincinnati Bengals. “It’s time for all of us here and millions around the world to bear witness to these incredible players who will leave every ounce of sweat, guts, and pride, and legacy on this hallowed field because that is what champions do. Ladies and gentleman, it is my honour to say, finally, it is time for the Super Bowl!”
Unfortunately, watch nerds everywhere failed to pay much heed to Johnson’s rousing Super Bowl speech. That’s because they were trying to identify the watch on his wrist that looked suspiciously like a Panerai (again).
What it turned out to be was, in fact, a Panerai Submersible Goldtech OroCarbo, a watch with a $44,400 AUD price-tag. Made from a material called Goldtech — a unique alloy of gold, copper and platinum that gives the case its gold hue – this is a swaggering alpha male of a watch with undertones of rugged adventure. Back in Geneva, when Panerai CEO Jean-Marc Pontroué heard of this primetime outing for his brand, he wasn’t surprised at the Rock’s selection. “I know he’s a big fan of our watches.”
That’s because Johnson is a long-term member of the Paneristi who, over the years, has been spotted wearing a variety of the brand’s watches from the iconic PAM1312 Luminor to the PAM0091, the PAM 625, the PAM0043 and the PAM001305 (among others). The really good news for Panerai? Johnson isn’t an ambassador, but a paying customer whose patronage of the brand is simply guided by his personal taste. But when Pontroué spent some time with The Rock he learnt the source of his love for Panerai.
“Dwayne told me one day how he came to Panerai,” Pontroué recalls. “He said: ‘Before I was known, I was interviewed by all of these producers in Hollywood and they were all wearing this bloody watch. I didn’t know what it was! But it was Panerai. So I said to myself that one day, if I do ever become famous, I will wear a Panerai, too.’”
In turns out, Pontroué adds, Johnson has a special affection for three brands – an unlikely trio of Panerai, Under Armor and Ford.
Perhaps less expected that Johnson’s choice of Super Bowl wristwear was the size of watch he went for. The former wrestler is, after all, the owner of a pair of mighty wrists with the circumference of the average Hollywood’s starlet’s waist. Despite that, he opted for a comparatively modest Submersible. “Dwayne is wearing the 44m,” Pontroué reveals. “Everyone was complaining in the US. How could it be that he wears such a ‘small’ watch. Because in America we sell the 47mm [Submersible] big time.”
Dial size is something that Pontroué has continued to review since taking the helm at Panerai back in 2018. Right from the start, the Submersible was immediately in his sights. “When I joined the company, for me the watch which I liked very much was the Submersible, which was existing at that time in 47mm and 42mm. We do 42mm because we have many customers who are entering the brand and, and don’t want to wear big watches.”
A big development this year has been the introduction of the Panerai Submersible QuarantaQuattro range that fit between the 42mm and 47mm sizes with their 44mm diameter. The expansion of the range comes in the form of seven different references and includes a variety of materials, including carbotech, steel and ceramic.
The uptake of the Submersible QuarantaQuattro, one suspects, will only be enhanced by the celebrity endorsement of one of the world’s biggest movie stars. “We’re very lucky that we have celebrities wearing our product,” Pontroué says with a smile.
‘Discover the Submersible QuarantaQuattro collection at a Panerai boutique, or via Kennedy online here.’
This event was in partnership with Panerai. However, the opinions expressed in this article are our own in accordance with our Editorial Policy.