Rooted in the 1970 decision to bring the Challenger Selection Series into being, the PRADA Cup is the final hurdle on the road to the oldest trophy in sport, the 36th America’s Cup presented by PRADA. The race now enters an exciting new chapter in its celebration and passion for the sea with announcement that Florentine watchmaker Panerai has been designated as Official Timekeeper of the PRADA Cup.
Commenting on the announcement, Panerai Chief Executive Officer, Jean-Marc Pontroué stated “We are extremely proud to have been appointed as Official Timekeeper of the PRADA Cup. The challenge ahead is a great one for us all and Panerai is fully committed to experiencing this new chapter. From exchanges on technology and precision to outfitting the exceptional high-tech foiling monohulls, every part of the partnership truly reflects our innovative soul as a pioneering brand.”
“The link of Panerai with the sea dates back to the first decade on the last century, when the company supplied advanced and sophisticated engineering elements for the ships of the Italian Navy. The first underwater watches date back to the 30’s of the last century and have been central elements of legendary endeavors. Panerai’s research and development and passion for the sea never stopped since. It is therefore with great satisfaction that we welcome Panerai as Official Timekeeper of the PRADA Cup and of the 36th America’s Cup presented by PRADA preliminary regattas” as stated by the PRADA Head of Marketing and Communication, Lorenzo Bertelli.
Beyond sharing audacious experiences and working side-by-side to discover disruptive new solutions, this unique partnership will amplify Panerai’s profile thanks to media opportunities extended to the Florentine brand through the sponsorship that made its designation as Official Timekeeper possible. The brand will be represented on television graphics, the race committee boat and official support boats during all the PRADA Cup, the PRADA America’s Cup World Series and the PRADA Christmas Race. Along with its appointment as Official Timekeeper of the PRADA Cup, Panerai will also gain exclusive designations as Official Timekeeper of the PRADA America’s Cup World Series Auckland and the PRADA Christmas Race.