Officine Panerai: Diving in Malta

Panerai’s Luminor Submersible 1950 Amagnetic 3 Days Automatic Titanio is an impeccable dive watch. To highlight the rugged capabilities of the timepiece, Gear Patrol Studios took it on a week-long diving expedition in the Maltese Islands to showcase its capabilities underwater. Creating a stunning digital native feature with action and lifestyle photography, the campaign utilized the watch as the thread from land to sea. The narrative is both an inspirational travel guide and an authentic display of the watch in action, providing a multi-tiered piece of editorial speaking to the ethos of the brand and the Gear Patrol reader. 

Classic Italian watchmaker, Officine Panerai, has a long and storied history of innovation and durability crafting timepieces for both the Italian military and enthusiasts alike. However, the brand just recently determined to make a more significant move into the mainstream luxury market, particularly in the United States. To help tell their story and position their watches to be more desirable, Panerai turned to Gear Patrol.

The goal of the campaign was straightforward: position the Luminor Submersible 1950 Amagnetic 3 Days Automatic Titanio (yes, that’s its name) to Gear Patrol readers as a stylish, yet technically superior alternative to your next luxury watch purchase, while inspiring our readers to get out and explore – just as this timepiece was built to do. We needed to help position this timepiece as an objective of luxury but as a true adventure travel tool as well.

In order to build out a world where aspiration meets inspiration, the Gear Patrol Studios team literally suited up and headed into the deep to shoot Panerai’s Submersible against the incredible backdrop of the Mediterranean Sea. Set in the waters surrounding the Maltese Islands, boasting some of the most acclaimed dive sites in the world, the adventure and aesthetics, the colors and coastline, all created an idyllic environment to showcase the watch in a way that puts it within reach for the Gear Patrol reader.

This unique piece of branded content has been a runaway success for Panerai. The campaign hit every major business KPI they hoped for. But it’s been the organic exposure that has changed the game. The article has seen a shocking number of pages views, 179% above industry benchmarks, with an average time spent that’s also 32% over benchmarks. And thanks to the striking storytelling, uncompromising imagery and motivating sense of adventure, this article has found an audience outside of just Gear Patrol readers. It’s appealed to general watch enthusiasts, the diving community, travelers and tourists interested in visiting Malta, and even other marketers in search of best-in-class examples of content marketing.