Standing the test of time is always the challenge for any business once it has manages to establish a foothold. Rolex gets this and through consistent marketing and slow careful changes to its model lines maintains a consistent image, quality and as such similar customers through time. While Panerai is anything but in decline, I do think that some of their actions have confused consumers. The multitude of model choices can be confusing and some changes like moving from the old style strikingly different bracelet to a plain bracelet have been regressive moves. I also think it may be a bit of a backlash from their success - the watch was unique in size and its crown gaurd but now many watch brands have larger unique looking watches such as the IWC Big Pilot, AP 44mm ROO, Breitling Super Avenger etc so the choice of a large watch is much wider now.
Interestingly, even Stallone who helped inadvertently revive Panerai has somewhat moved on by wearing other watches such as the U-Boat. I think Panerai will ultimately consolidate its model line and remain successful.
A final note is a watch store owner who carries Rolex, Breitling, Patek, Tag Heuer and Cartier told me that he once tried to carry Officine Panerai and found the brand very difficult to deal with and that Panerai had a real sense of entitlement in its business dealings and abandon the idea of carrying the line..........in the end it is a business.
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