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Project Caribbean and North American expansion of the “Panerai Classic Yachts Challenge”; the major communication project of the company.

Panerai Officine Panerai, a part of the Richemont Group, is an exclusive Italian watchmaker with a long lasting heritage with the Italian Navy and the sea. Panerai has established a reputable name for itself in the most prestigious and important classic yacht regatta events in Europe.

Issues and Challenges Because there wasn’t an organized circuit of classic yacht regattas in the US and the Caribbean, SM

needed to develop strategies, determine and gain title sponsorship roles with the most prestigious regattas that could be included in the Panerai Classic Yachts Challenge.

serv ice: MARKETING / EVENT MANAGEMENT

Our Involvement Starting from just an idea, SM has developed, planned and implemented the North American & Caribbean dates of the PCYC. SM secured the title sponsorship of the Classic Yacht Regatta in Antigua, West Indies; the Robert H.Tiedemann Classic Yacht Weekend in Newport R.I., the Opera House Cup in Nantucket, MA and the MoY Classic Yacht Regatta in Newport, R.I.

The classic yacht sponsorships are renowned for their great magnitude, attention to detail, and elegance. Within the yearly sponsorship calendar SM manages the program implementation and all sponsorship activations, including a high-end hos-pitality service for 700 people per day. As part of the initiative, SM created the Panerai Event Diary, an important instrument that links the history, heritage and core values of Panerai to yachting and targets sailors, trade, media and final consumer. Results In its fifth year of operation, SM has helped Panerai to establish the PCYC as the world’s premiere series for classic yacht regattas. This program is fundamental for the company to prolong its work of positioning itself as the leading brand in the Haute Horlogerie sports sector with lasting values.

panerai SPONSORSHIP ACTIVATIONS

Gala Dinners

Entertainment EventsHospitality Lounge

One-On-One Activities Merchandising Program VIP Activities

panerai BRANDING

Product Placement On Land Branding

On Water Branding

marks the fifth annual Panerai Classic Yachts Challenge, the largest and most renowned classic yacht race in the world. In 2005, Officine Panerai began sponsoring the yacht racing circuit in the Medi-terranean; therefore, in 2006, in recognition of the celebrated history of classic yachting in North America, regattas in the Caribbean and Northeast United States were added to the circuit. The Panerai Classic Yachts Challenge is now known for joining classic yacht owners and crews from all corners of the globe.

The Antigua Classic Yacht Regatta will kick off the Challenge in mid-April. The 22nd an-nual festival encompasses four days of racing and memorable festivities. Tropical Antigua’s crystal-clear aqua seas and cloudless skies never fail to provide idyllic Caribbean sailing conditions.

The Mediterranean season opens in early June, with the 14th edition of Les Voiles

d’Antibes. Later in June, in Newport, Rhode Island, the fourth annual Robert H. Tiedemann Classic Yachting Weekend will mark the be-ginning of summer for the scores of classic yacht enthusiasts launching their boats in time for the early summer event. In honor of the late Captain Tiedemann, the event entails two days of racing with evening fes-tivities on the lawn of the picturesque Museum of Yachting.

August is the peak of the yachting season in Amer-ica’s Northeast, and the Nantucket Opera House Cup is, for many, the pinna-cle of American wooden boat regattas. Nantucket Island is the place to be in the summer, the locals are renowned for their age-old dedication to the sport of classic sailing. Be-

ginning with the 12-Metre regatta, Nantucket Race Week concludes with the 37th annual Opera House Cup Regatta.

As the New England summer yachting season is winding down, the Museum of Yacht-

ing hosts the final event in New-port, Rhode Island - the 30th an-nual Museum of Yachting Classic Yacht Regatta and Parade. The

grand fleet battles it out in Newport Harbor, forming an absolutely stun-ning display of classsic yachts.

Further solidifying Panerai’s connec-tion to the sea, the extensive restora-tion project of Eilean, a 73ft 1936 Fife ketch, is nearing completion. Aligned

with Panerai’s mission to preserve sea-faring history and impart the timeless value

of quality craftsmanship, the historically-cele-brated, yet dilapidated ketch was acquired in 2007 and has since been in the capable hands

TIMELESS CLASSICS of the Francesco del Carlo Boatyard in Vi-areggio, Italy. With her new lease on life, Eilean will be a working yacht and spend much of the year at sea representing Of-ficine Panerai in the Mediterranean, the Caribbean and eventually in the North-east United States. Between events, Eile-an will be working with a handful of orga-nizations wishing to experience firsthand the unique and challenging pleasures of sailing on board a classic yacht. Eilean is a true classic and will not only be appreci-ated by enthusiasts, but she promises to educate and promote the values of clas-sic yachting to a wider audience.

With the many parallels between clas-sic yachting and the making of Panerai timepieces, skilled yachtsman and classic yachting enthusiasts hold a devotion to Panerai that is unmatched in the indus-try. The world of traditional sailing, with its wooden vessels and timeless designs supported by the passion of yachting enthusiasts, is united with the values of haute horlogerie, well embodied in Of-ficine Panerai, the leader and symbol of love for the traditions of the sea.

Following with tradition, this year’s spe-cial edition Luminor 1950 Regatta Rattra-pante is dedicated to The Classic Yachts Challenge and has been produced in a limited quantity of 500 pieces. With its highly specialized split-second chrono-graph and chronometer certificate that counts down the five minutes to the start of the regatta, it is a genuine sailor’s in-strument.

Differing from the 2008 edition, the case, as well as the three buttons, the winding crown and the lever bridge, feature an un-usual new design – the steel is blackened with a treatment called DLC (diamond-like-carbon) which allows the metal to be harder and more resistant to corrosion as well as less prone to the scratching and streaking that are commonplace with oth-er metal-burnishing procedures.

LIMITED EDITION

LUMINOR 1950 REGATTA

RATTRAPANTE 44MM, DLC

2009

Antigua Classic Yacht RegattaApril 16th - 21st, 2009 - Antigua, West Indies

Les Voiles d’Antibes June 3rd - 7th, 2009 - Antibes, France

Robert Tiedemann Classic WeekendJune 27th - 28th, 2009 - Newport, Rhode Island

Nantucket Race Week & 12-Metre RegattaAugust 7th - 16th, 2009 - Nantucket, MA

Nantucket Opera House CupAugust 16th, 2009 - Nantucket, MA

Museum of Yachting Classic Yacht RegattaSeptember 5th - 6th, 2009 - Newport, Rhode Island

Vele d’Epoca a Porto RotondoSeptember 10th - 13th, 2009 - Porto Rotondo, Italy

Régates RoyalesSeptember 21st - 26th, 2009 - Cannes, France

PANERAI CLASSIC

YACHTS CHALLENGE 2009

STUDIOMILANO.COM

The Luminor 1950 Regatta Rattrapante has automatic OP XVIII calibre, an auto-matic movement created exclusively by Panerai. This new edition of the Luminor 1950 Regatta Rattrapante has a leather strap with a burnished buckle bearing the Panerai logo. It comes complete with a spare strap that can be fitted with the tool provided and is engraved with the event logo, edition year and the model’s identify-ing numbers and production number. The watch will be awarded to the overall winner of each regatta.

©PANERAI

©PANERAI

©CORY SILKEN

INSPIRED BY THE PAST, BUILT FOR THE FUTURE.

LUMINOR 1950 REGATTA RATTRAPANTE Automatic mechanical movement OP XVIII calibre, COSC certified. Split-seconds chronograph with two counters. Steel case with special hard black coating 44 mm Ø. Steel buckle with special hard black coating.

The Panerai Classic Yachts Challenge is organized by C.I.M.,

the International Committee of the Mediterranean.

Available exclusively at Panerai boutiques and select authorized watch specialists.

www.panerai.com

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