Watches and Wonders 2023: How Panerai Is Redefining Luxury Watches with Augmented Reality

Panerai is an Italian luxury watch manufacturer founded in 1860. Initially supplying high-precision timepieces to the Italian Royal Navy, the brand gained renown for its distinctive design and exceptional craftsmanship. Panerai watches are often characterized by large cases and clear, easy-to-read dials, making them popular among diving enthusiasts and watch collectors alike. Its iconic series include Radiomir, Luminor, and Submersible. Combining luxury with practicality, Panerai continues to innovate and remains a leader in the watchmaking industry.

Project Background

At Watches and Wonders 2023 Panerai will celebrate its history revamping the Radiomir collection, with new and heritage-focused models. This display will feature nautical themes, including the classic yacht "Eilean," which is Panerai's Sailing Ambassador. Attendees will be taken on a maritime journey that captures the brand's adventurous spirit and emotional resonance.

To broaden the exhibition's impact and drive innovation, Byten21 has utilized social augmented reality (AR) technology. This allows people who can't be there in person to connect with the Panerai experience. It also helps to enhance the brand's image, reach a wider audience, and strengthen customer loyalty through interactive experiences.

Preparations

Before we kicked off the project, Byten21 team conducted thorough research on the elements of the campaign. This is our second time creating interactive AR filters for Panerai. Throughout the production process, we paid special attention to integrating the brand elements with the theme of the exhibition, aiming to maximize the visual impact of the AR filters while perfectly representing the brand image.

The goal of this AR filter is to make users feel like they are sailing the seas, steering a ship by moving their heads left and right. We meticulously designed the sailor's cap, the ship's helm, and the background setting to ensure that the animations stayed true to the brand and felt realistic, avoiding any overly cartoonish or fake visuals.

We used Meta Spark for the development of the AR filter, ensuring compatibility and stability across different devices for a smooth user experience. Managing the quality of keyframes controlled by head movements was challenging, but after several tests and adjustments, we made sure it worked flawlessly every time.

Additionally, one particular challenge was adding the effect of water splashes. After numerous trials and using some unique rendering techniques, we finally achieved a realistic splashing effect, significantly boosting the overall visual impact and immersion of the filter.

Project Result

During the exhibition, The QR codes that allowed visitors not only to immerse themselves in the brand's atmosphere on-site but also to share videos with the AR experience on social media, significantly amplifying the event's impact and enhancing Panerai's brand image. The feedback on satisfaction and engagement levels was exceptionally high.

At Panerai’s Macau Wynn Palace store, there is also an AR mirror that allows users the opportunity to download photos with AR effects or send them to a printer for physical copies. This was a great showcase of how AR technology can prolong the engagement with a brand, drawing significant interaction from visitors across different times and locations.