The strictly limited Panerai Experience watches are the key to an extraordinary journey. Purchasing one of these models opens up opportunities for owners to discover the world and themselves in a unique way.
Do you remember the Golden Ticket from Charlie and the Chocolate Factory, carefully hidden inside a Wonka Bar and promising the lucky finder an exclusive adventure? Echoing the enchantment of the Golden Ticket, the strictly limited Panerai Experience watches act as the key to an extraordinary journey, one that will remain etched in the memory for years to come. By acquiring one of these rare timepieces, their owners unlock opportunities to discover the world – and themselves – in a truly unique way.
In 2019, the Italian watchmaker launched its Experience Programme to deepen its bond with clients, but this is far more than a fleeting event. Panerai offers journeys that stand out in every respect: from the exceptional activities on offer, to exclusive access, and the company of renowned, accomplished travel companions.
The ‘Golden Ticket’ to these adventures is, without exception, a watch whose functions and design capture the very essence of the experience it represents. These are no ordinary models but strictly limited special editions, with production capped at just 50 pieces. Spanning everything from chronographs to perpetual calendars – and including iconic Submersible, Radiomir, Luminor and Luna Rossa models – each Experience Edition is designed in collaboration with the partners who help bring the journeys to life. Unlike in Roald Dahl’s classic, the challenge is not to find the Golden Ticket, but to secure it before it sells out. It is an offering unlike anything else in the watch industry.
And what happens once you’ve become the proud owner of an Experience watch? The adventure you embark upon depends entirely on the model you’ve chosen. The Experiences are built around Panerai’s three pillars: Military, Adventure, and Italianity (Italian heritage and lifestyle). Each pillar offers its own distinct profile, ranging from adrenaline-fuelled exploits to culturally immersive explorations.
Whereas Panerai initially offered just two trips a year, the number has now grown to three or four. Without doubt, it is a sign of the programme’s popularity. The destinations span the globe, from the North Pole to the hidden gem of Bhutan. Panerai ensures a seamless experience from start to finish, covering everything from business-class travel to exquisite dining and luxurious accommodation.
Since the inception of the programme, Panerai has journeyed with its clients to eight countries over the past six years: the USA, Norway, Japan, French Polynesia, Spain, Bhutan and, of course, the brand’s homeland – Italy.
It will come as little surprise that the Panerai Experience Programme was launched in La Spezia in September 2019. This Ligurian port city, renowned for its history as a key hub for both the military and industry, provided the perfect backdrop for an experience that honoured Panerai’s origins.
Founded in Florence in 1860, the brand made its name as a manufacturer and supplier of precision instruments to the Italian Navy. From the 1930s onwards, Panerai became the first company to create timepieces designed specifically for combat divers. The very first Panerai Experience watch paid tribute to this heritage: the Submersible Marina Militare Carbotech (Ref. PAM00961).
Limited to just 33 pieces, this special edition features a black camouflage aesthetic with a military-green rubber strap and details. With a bold 47 mm case, the timepiece makes a imposing presence on the wrist. Both the case and the unidirectional rotating bezel are crafted from Carbotech, a carbon-fibre-based material developed by Panerai that is highly resistant to corrosion. Due to the production process, the marbling is unique to each piece. Powered by the automatic calibre P.9010, the watch displays not only hours and minutes, but also a date at 3 o’clock and small seconds at 9 o’clock.
Panerai’s connection to the Italian Navy is evident in a number of design elements, starting with the patented crown-protecting bridge. Developed in the mid-1950s to enhance the water resistance of the watch, it is now firmly embedded in the brand’s design DNA. The dial bears the inscription ‘Marina Militare’ at 6 o’clock, while the closed caseback is engraved with the emblem of the Italian Navy’s special forces for underwater missions and commando operations, known as Comsubin – short for Comando Raggruppamento Subacquei e Incursori.
But Panerai did not stop at these design references or the symbolic limitation of 33 pieces, representing each gold medal ever awarded to members of this elite unit for military bravery. By purchasing a Submersible Marina Militare Carbotech, owners were granted the opportunity to train alongside the unit at its headquarters in La Spezia. For two days in September 2019, the participants travelled to Fortezza del Varignano, a fortress and military barracks complex on Italy’s north-western coast.
Within this military restricted zone, participants of the very first Panerai Experience were not there for rest and relaxation – instead, they faced an intensive programme with the special forces in an area normally inaccessible to civilians. The six activities on the schedule replicated real-life Comsubin missions: from RHIB (rigid-hulled inflatable boat) operations and tactical flight manoeuvres to agility training on land, participants experienced first-hand the conditions for which Panerai’s watches were designed.
Owning a special edition is one thing, experiencing it in such an extraordinary way is quite another. In this, Panerai hit the mark. La Spezia became the first Military Experience, one of the three pillars of the Panerai Experience Programme.
The Panerai Military Experience is tailored for those who fear no challenge and actively seek adrenaline-fuelled thrills. Following the inaugural event in La Spezia, the brand has hosted several exciting two- to four-day experiences in recent years, training alongside both the Italian Navy – including in Brindisi – and the world-renowned US Navy SEALs elite force (2022, 2024, 2025) in Florida. Physically and mentally demanding, these programmes put participants through intense daily training sessions, night patrols, and waterborne escape and evasion manoeuvres with the special units.
The Navy SEALs’ own training is considered to be among the most gruelling in the world – with only one in three candidates completing it. In preparation, Panerai provides participants with a detailed fitness plan months in advance. On arrival, further medical assessments ensure that every participant is up to the task.
The participants then immerse themselves in the world of elite soldiers, who must keep a cool head in all manner of high-risk situations on land, at sea, and in the air. As the Navy SEALs’ unofficial motto goes: ‘The only easy day was yesterday.’ Here, the participants are far from mere spectators; for a time, they become part of the team. The multi-hour training begins early in the morning at half past five, complete with military briefing and a strict chain of command. In 2022, the programme took place in Okeechobee, Florida, where the daily routine included exercises in amphibious vehicles through tropical marshland, or along the shores of Florida’s largest freshwater lake wetlands and exercises on the shore of Florida’s largest freshwater lake.
Far removed from everyday life, participants discover first-hand what true resilience means, as well as why it is essential for Panerai timepieces to perform flawlessly under such extreme conditions. This ethos is mirrored in the special editions created for these Military Experiences: substantial case sizes, chronograph functions, lightweight materials such as titanium and Carbotech, Super-LumiNova for optimal legibility, and a rugged military aesthetic with green tones and camouflage patterns. In keeping with the theme, the casebacks of these editions are engraved with the emblem of the unit featured in that Experience.
One example is the specially created timepiece for the 2022 Navy SEALs Experience: the Submersible Chrono Navy SEALs (Ref. PAM01325), limited to only 40 pieces. Water-resistant to 300 metres, this diver’s chronograph comes with an anthracite-coloured case and gradient dial, striking yellow accents, and a Navy SEALs inscription. The Carbotech case houses Panerai’s automatic manufacture calibre P.9100/R, featuring a flyback function, countdown timer – marked by the ‘Time to Target’ scale on the dial – and a three-day power reserve. For comfort, it is fitted with a black rubber strap with trapezoidal buckle, plus a second textile strap with a camouflage pattern.
For those who prefer a gentler pace and a deeper immersion into Italian culture, Panerai offers the Italianity Experience. While Panerai is renowned for its functional tool watches, its birthplace of Florence has also endowed the brand with a refined and graceful side. Paired with special editions of its core lines – the Luminor and the Radiomir – this Experience category is a celebration of the Italian way of life and the nation’s rich cultural heritage.
The fact that the Radiomir and Luminor models take centre stage here is no coincidence, but rather a nod to their illustrious histories, both rooted in Panerai’s enduring relationship with the Italian Navy. In 1916, Panerai patented a self-luminous substance called Radiomir, based on radium. This luminescent material greatly enhanced legibility in low-light conditions, whether in darkness or underwater. Nineteen years later, it was first applied to prototypes of a diver’s watch for the Italian Navy, becoming the Radiomir (Ref. 3646). Today, the model is recognised by its large, cushion-shaped steel case with welded wire lugs, four luminous numerals at the cardinal points, eight-hour markers, and a tanned, water-resistant leather strap.
For lovers of culture and cosmopolitan life, Panerai has already curated a number of exceptional activities. The very first Italianity Experience invited the 33 fortunate owners of the Luminor Goldtech Calendario Perpetuo Experience (Ref. PAM01269) to Florence, the capital of Tuscany.
Secured to the wrist with a black alligator leather strap and a Goldtech pin buckle, the Luminor Goldtech Calendario Perpetuo Experience was a stylish companion on a journey through the treasures of Tuscany. Participants enjoyed panoramic views over the rolling hills of the Chianti region from a hot air balloon and sampled internationally acclaimed wines during a visit to the Antinori estate, a vineyard boasting more than six centuries of history.
The limited-edition Luminor shines bright with its 44 mm polished Goldtech case, an alloy of 75 per cent gold blended with copper and platinum. Through its smoky sapphire crystal dial, it reveals the discs of its day and date displays. Its transparent case back offers a view of the months, leap years, digital year display, and power reserve indicator. Gold accents adorn the hands, hour markers, Arabic numerals, small seconds, and the frames of the day and date apertures, creating a refined aesthetic. The perpetual calendar, GMT function, and stop-seconds mechanism are all driven by the in-house P.4100 calibre, with all settings controlled via the crown.
While Florence was the first stage for the Italianity Experience in 2022, acquiring the Radiomir Annual Calendar Platinumtech Experience with a 90,000-euro price tag granted its owners spectacular access to the cultural treasures of Rome. Appropriately for the Eternal City, this timepiece – featuring an annual calendar, date display, and small seconds – is presented in a beautiful gradient Bordeaux red. The colour is deeply intertwined with Rome’s history, from its association with imperial power in ancient times to the city’s coat of arms and the colours of AS Roma football club.
Over three days in March, one exclusive highlight followed another in Rome. Few can claim to have held the keys to the Vatican Museums, viewing masterpieces by Leonardo da Vinci, Caravaggio, and Bernini before opening hours, in serene solitude far from the crowds. Fewer still can say they have dined in the library of the Italian Navy’s Ministry.
As we have seen, Panerai’s cultural portfolio is broad and varied, but the brand is not solely dedicated to showcasing treasures; it also takes an active role in preserving them. In 2006, then-CEO Angelo Bonati initiated the restoration of the 22-metre Bermudan ketch Eilean, after discovering the damaged vessel in the harbour of Antigua. Built in 1936 by the legendary Scottish yacht designer William Fife III, the very year Panerai developed the prototype of its first diver’s watch, Eilean held a special resonance for the brand.
After being acquired by Panerai, the yacht underwent an extensive two-and-a-half-year restoration at the Italian shipyard Cantiere Francesco Del Carlo in Viareggio. With a teak hull, mahogany interiors, reconstructed Alaska spruce masts, and state-of-the-art systems, Eilean was returned to her former glory.
For the first time within its Experience programme, Panerai celebrated this unique union of passionate watchmaking and maritime heritage aboard Eilean along the Amalfi Coast in 2022. To mark the occasion, it launched the Radiomir Eilean Experience (Ref. PAM01244), limited to 50 pieces. In comparison to the current year’s model, the 2022 edition featured a dark blue dial without a small seconds display, fitted to a brown calf leather strap, with stitching details differing from those of the 2025 version.
In May 2025, Panerai whisked away the thirty owners of the Radiomir 8 Giorni Eilean Experience Edition to the enchanting coastline of Sicily, where they immersed themselves in the island’s fascinating culture and history. From a spectacular helicopter flight over Mount Etna to a guided trek across its volcanic slopes, the programme promised extraordinary highlights at every turn.
Guests savoured a private wine tasting at the prestigious Cottanera estate, enjoyed cruises aboard the historic Eilean, and dined in exclusive settings such as the ancient Greek theatre, experiencing the Sicilian dolce vita at its finest. The itinerary was rounded off with a cookery class led by a Michelin-starred chef and a showcase of Panerai’s latest creations — an experience blending tradition, gastronomy, and adventure in a way only Eilean could inspire.
The Radiomir 8 Giorni Eilean Experience Edition (Ref. PAM01643) served not only as the key to this adventure, but also as a lasting memento. Its 45 mm bi-metal case in steel and bronze, with the distinctive two-tone crown, reflects the harmony between elegance and nautical heritage. Most remarkable of all, the bronze used in the watch comes from the original fittings of the Eilean, recovered during the yacht’s restoration. In a meticulous process, this historic material was cleaned, recast, and fused with new bronze to form the bezel, crown, and bronze medallion set into the caseback. It all means that each piece carries a tangible part of the legendary vessel’s history.
On the screwed caseback, the engraving ‘Eilean 1936’ offers a further tribute to the two-masted ketch. The warm, softly graded beige of the dial is accented by bold Arabic numerals, hour markers, and facetted hands, all coated in green Super-LumiNova for optimum legibility after dark. Inside beats the hand-wound P.5000 calibre, robust and reliable with its eight-day power reserve and Incabloc shock protection. Completing the look is a brown calf leather strap, subtly branded with the Eilean name and combining rustic charm with refined elegance – perfectly in keeping with the maritime spirit of this special edition.
Yet it is not the timepieces alone that make a Panerai Experience so remarkable; it is also the people with whom you share the journey.
Although most Paneristi have never met before, there is an instant sense of connection at the outset of the trip. Beyond their shared passion for Panerai watches, each participant brings an openness to new encounters and a taste for adventure with them, qualities that are hallmarks of Panerai’s clientele. After all, not everyone would willingly spend several days in a Navy SEAL training camp or set off on a trip with a group of strangers. The choice of watch itself often reflects personal interests and traits that are echoed in fellow travellers. From adrenaline seekers to art lovers, the selected Panerai model, and thus the Experience, speaks volumes.
Alongside fellow watch enthusiasts, it is not unusual to find former Panerai CEO Jean-Marc Pontroué among the participants. Rare indeed is the opportunity to converse with the head of such a distinguished maison in such an extraordinary setting, and to indulge together in the timeless art of precision timekeeping.
Equally rare is the chance to spend several days in the company of seasoned adventurers and elite athletes, who guide the participants through unfamiliar terrain, which brings us to Panerai’s final Experience category.
Beyond its Military Experiences, Panerai offers another category designed to deliver an adrenaline rush. Under the banner of Adventure, these journeys are created to awaken the senses and ignite the explorer within. Unlike the naval training, here participants test their limits in different ways. The very first such expedition took place in September 2019 in French Polynesia, led by former Panerai brand ambassador and freediving legend Guillaume Néry. On the postcard-perfect island of Bora Bora, he shared his freediving philosophy with the sixteen participants, taking them on diving courses. Entry to this Experience was granted through the Submersible Chrono Guillaume Néry Edition (Ref. PAM00983) in black with a turquoise dial.
Further water-based Experiences followed, including sailing adventures in Cagliari in 2023 and Barcelona in 2024, with the Luminor Chrono Carbotech Luna Rossa Experience (Ref. PAM01519) and the Submersible Tourbillon GMT Luna Rossa Experience Edition (Ref. PAM1405). On these occasions, Paneristi were able to witness the preparations of the Panerai-sponsored Luna Rossa Prada Pirelli team for the 37th America’s Cup first-hand, and in the latter year, they enjoyed exclusive access to the race itself.
But Panerai Experiences are not confined to the water; they also venture into remote destinations that challenge both mind and spirit. Expeditions with adventurer Mike Horn have taken participants to places as far-flung as the North Pole and the highlands of Bhutan, journeys that go far beyond conventional adventure travel. Swisswatches Magazine spoke with Mike Horn about his insights.
Twenty-four years ago, the South African adventurer first crossed paths with Panerai when he won the Panerai-sponsored Laureus World Sports Award for his solo circumnavigation of the globe along the equator. Since then, the extreme sportsman has been representing the brand as their ambassador, releasing numerous limited editions in collaboration with the manufacture. These include two Experience watches that served as golden tickets for expeditions to Norway’s Svalbard archipelago in 2023 and to the Himalayan kingdom of Bhutan in March 2024. Together with Panerai, Horn selected the materials, functions, and design of the watches to ensure maximum durability.
For the North Pole Experience, they chose a sustainable Submersible model in EcoTitanium, with a 47 mm case and water resistance to 300 metres. The 21 examples of the Submersible Mike Horn Edition (Ref. PAM00985) are powered by an automatic calibre with a 72-hour power reserve, small seconds, and date display, and are fitted with a black PET strap. The caseback bears Mike Horn’s signature and a nautical engraving. To this day, this model remains the adventurer’s personal favourite for its resilience, sustainability, and precision. As he explains, ‘A watch that can go where I go and come back with stories etched into every scratch.’ For him, a watch is more than just a tool; it is a reminder to use our precious time on Earth wisely.
The Bhutan itinerary included a trek to the breathtaking Tiger’s Nest monastery, perched at an altitude of some 3,000 metres on a cliffside overlooking the Paro Valley, as well as survival training. For this, the choice fell on the Submersible GMT Titanio Mike Horn Experience Edition (Ref. PAM01670), combining a DMLS titanium case with a unique Carbotech bezel.
Water-resistant to 500 metres, the model features a skeletonised dial with GMT function and orange hand, powered by the automatic P.4001/S calibre with a tungsten micro-rotor and 72-hour power reserve. A bi-material strap and an additional orange rubber strap complete the set.
Every Panerai Experience Edition destination is selected with purpose. Mike Horn himself was involved in the selection process from the very beginning. For him, places such as the Arctic and Bhutan embody extremes that resonate not only geographically but also on a profound emotional level. ‘I’ve spent much of my life in places that push you to the edge of what it means to be human.’ Horn tells us. ‘The Arctic is one of those places, raw, vast, unforgiving. But it also teaches you humility and respect. Bhutan, on the other hand, is a mirror in the other direction. It’s a place rooted in values, in balance with nature, and with a vision of happiness that’s rare to find today.’
From the outset, Panerai and Horn shared the idea of creating experiences that go far beyond the product itself. ‘When we first began talking about Experiences, I knew immediately that these two destinations were the right ones. They represent opposites, and it’s precisely in those extremes that true growth happens.’ For Horn, however, an expedition without purpose and responsibility holds no meaning. ‘If you explore without caring for what you find, then you’re just a tourist. For me, every expedition is a chance to learn from nature, from people, from myself.’ Sustainability, he insists, is not a checkbox but an inner mindset. ‘And it’s something Panerai takes seriously, not just in the way they build watches, but in the stories, they choose to tell through these experiences.’
Before setting foot in the Arctic or Bhutan, months of preparation were required: ‘You don’t just wake up and walk into the Arctic. It takes months of preparation, physically, yes, but even more so mentally. You’ve got to train your body to endure, and your mind to adapt.’ When choosing routes and stages, Horn looks beyond the scenery to the meaning behind them: ‘Can this place challenge people in new ways? Will it teach them something they didn’t know about themselves? The answer has to be yes, otherwise, it’s not worth it.’
The most defining moments of these Experiences often happen in the quietest instants. In the Arctic, Horn recalls navigating through a complete whiteout – no horizon, no distinction between sky and snow. One participant began to panic: ‘So we stopped. Sat down. Shared a laugh. And in that moment, the ice stopped feeling so cold. That’s the beauty of these trips, nature strips you bare, but it also brings you closer to each other.’ Equally powerful for him was a moment in Bhutan: ‘We arrived at a monastery after hours of trekking in silence. A young monk welcomed us with the warmest smile I’ve ever seen. No words, just tea. Sometimes, the most powerful moments are the quiet ones.’
For Horn, group dynamics are a central element of any Panerai Experience: ‘We start as strangers. We end as a team. You can’t fake that. In these conditions, egos disappear. Titles don’t matter. What matters is how you show up for each other when things get tough. That’s when the real human connections happen.’
These experiences remain deeply personal for Horn himself, as he says, ‘As an adventurer, I’m always chasing the next horizon. But what these journeys reminded me is that the true transformation often happens within. Seeing people face fear, push through it, and come out stronger, it reminds me why I do this.’
The next Panerai Experience adventure is set to unfold in September, guiding the proud owners of a Submersible Chrono Marina Militare Experience Edition (Ref. PAM01699) to the heel of Italy. From 28 September to 1 October, the focus will be entirely on the Aviazione Navale, the Italian Naval Aviation branch. Participants will gain exclusive insight into life on deck and the many operational roles involved, including tactical simulations and helicopter manoeuvres.
The golden ticket is the Submersible Chrono Marina Militare Experience Edition (PAM01699), created in collaboration with the Aviazione Navale and limited to just 35 pieces. The 47 mm titanium model comes in a military green and, with its understated design, keeps attention on the essentials: its functions. The flyback chronograph features two sub-dials at 3 and 9 o’clock, as well as a central chronograph seconds hand in addition to the running seconds. Functionality is emphasised by the engraved ‘Start/Stop’ markings at the case’s upper left, the ‘Flyback’ marking at the lower left, and ‘Countdown’ at the lower right – corresponding to the respective pushers. The watch is also fitted with Panerai’s signature crown-protecting bridge and a unidirectional titanium bezel with ceramic insert.
The matte green-to-black gradient dial bears numerous details reflecting the timepiece’s military roots. Along the outer scale, a green highlight runs from 6 to 12 o’clock, accompanied by the inscription ‘Time to Target’ between 10 and 12 o’clock. The hour counter on the right side of the dial features a target motif, while the small seconds at 9 o’clock is decorated with an anchor. The caseback is engraved with the Aviazione Navale crest, framed by the inscriptions ‘Marina Militare’ above and ‘Aviazione Navale’ below.
In addition to the usual bezel markings, the watch features a dot at 12 o’clock filled with blue Super-LumiNova for better legibility in low light. By contrast, the baton and dot hour markers, along with the sub-dial markings, are coated in green Super-LumiNova Grade X2. Only the tip of the minute hand glows blue in the dark, while the hour hand glows green.
Inside beats the automatic Panerai calibre P.9100/R, with twin barrels and a Glucydur balance wheel oscillating at 4 Hz. Thanks to Incabloc shock protection and a 72-hour power reserve, the watch is a reliable companion, delivering both precision and endurance under demanding conditions.
The Submersible Chrono Marina Militare Experience Edition is secured with a dark green textile strap and trapezoidal satin-finished titanium buckle. For a different look, it can be swapped for the supplied black rubber strap. The model is priced at 70,000 euros.
With its Experience programme, Panerai strikes a chord with its collectors. The true value of a watch lies not only in its craftsmanship, but in the memories it carries. The Experience Editions build a unique bridge between brand and customer, offering exclusive access to extraordinary places and bringing together people who share the same values: a passion for Panerai, a thirst for adventure, and a willingness to embrace the unknown. Purchasing an Experience watch is not just a ticket to otherwise unreachable adventures, but also a keepsake that will forever remind its owner of that journey. Strangers become companions along the way, and therein lies the true magic and the transformative power of these experiences.
As Mike Horn emphasises, ‘If you’re looking for a holiday, this is not for you. But if you’re ready to feel uncomfortable, to learn, and to surprise yourself, this could be the most remarkable thing you ever do.” For Horn, these journeys also carry a responsibility: ‘The world is changing fast. Glaciers are melting. Cultures are disappearing. I don’t want to just watch it happen, I want to take people there, so they can see it too. So, they care.’ For future Panerai Experiences, Horn already has one destination firmly in mind: Patagonia – wild, untamed, and strikingly diverse. But that’s not all, Horn emphasises, ‘Not just for the landscape, but for the lessons it offers in resilience, simplicity, and respect for the natural world.’ It remains to be seen which golden tickets Panerai will offer its collectors in the years to come.
