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Brand Stories
How a Florentine optical shop ended up making the most distinctive dive watches in horology.
Guido Panerai opened a Florence watch-and-instrument shop in 1860. By WWII his sons were supplying Radiomir dials with radium-painted hands to the Decima Flottiglia MAS — the elite frogman unit.
The watches were so secret that Panerai didn't sell to civilians until 1993. When Sylvester Stallone wore a "Slytech" PAM in Daylight (1996), the cushion case went global overnight.
Every modern Luminor still wears its 1950 patent on its sleeve.
