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Panerai has teamed with Watchfinder & Co., a leading destination for premium preowned watches, to create a trade-in program that makes it simple to upgrade to a new Panerai watch from one of its signature collections: Luminor, Luminor Due, Radiomir or Submersible.

Anyone interested in trading in a watch (or several) need only visit a Panerai boutique to estimate its value, which would contribute to the cost of a new Panerai watch. If the client is satisfied with the price range estimated in-store, the watch, along with any available boxes and papers, will be sent to Watchfinder’s manufacturer-certified service center for a full appraisal and a final valuation. Once the client accepts that offer, Watchfinder & Co. will buy the watch and apply its purchase price toward the customer’s new Panerai timepiece.

Trade-ins are not restricted to Panerai watches, though over 80% of trade-ins to date have included exchanges of one Panerai for another.  When the transaction is complete, Watchfinder watchmakers review each submission to ensure it is in optimal working order before offering it for sale among its collection of luxury watches on sale through its website and boutiques, with a 24-month warranty.

The program recognizes the shifting landscape of the watch market and increasingly favorable attitudes toward pre-owned watches. And the trade-in initiative ensures that watches that would otherwise go unused return to the market and get a new lease on life. Maximizing the life span of resources that are already in use conserves raw materials and is in keeping with sustainability goals to which Panerai is firmly committed.

Watchfinder & Co. is an ideal partner in this ground-breaking project. Founded in 2002, Watchfinder has over 20 years of pioneering experience in the pre-owned watch category. It is one of the leading retailers in its class, with inventory encompassing thousands of watches from more than 70 luxury brands, all available online and at Watchfinder boutiques and showrooms across France, Germany, Italy, Switzerland, the UK, the US and Hong Kong.

To inaugurate the partnership with Panerai, Watchfinder & Co. joined the brand at its stand for the 2022 edition of Watches & Wonders, marking the first time the pre-owned watch specialist had a presence at the exhibition. Inside the Panerai booth, a variety of preowned Submersible watches were displayed, alongside new models, to give a complete overview of Panerai’s transformation. Among them, visitors could admire the PAM00024 and PAM00025, two significant milestone for the brand’s history, since they represent the very first Submersible models, whose details recalls the Egiziano, created in 1956.



After graduating in journalism and communication, Nina has worked as a copywriter for watchmaking brands and editorial agencies for the past 15 years. At The Next Hour, she researches, writes and creates engaging content for various channels (digital, video, and social media).