An advanced digital platform for the exclusive use of an established and devoted community of clients. An extension of the international limited warranty up to eight years.

The launch of Pam.Guard, an expansive care program developed to promote deep engagement with the Panerai’s world, is the brand’s latest project to expand and enhance customer experience. Participation in the program officially extends the international limited warranty for eligible watches up to eight years.

Pam.Guard debuts November 26, 2019. The concept was conceived, designed and executed by Panerai and its Laboratorio di Idee, the creative and technical heart of the Maison. Its research and development team applied the same rigor to building the advanced digital Pam.Guard platform as it does to the mechanical and material introductions destined for Panerai watches. The result is a portal that offers an unprecedented connection to the brand.

The first step to access the world of Pam.Guard to activate the international limited warranty limited extension is creating a personal profile using the intuitive, user-friendly interface found at Once a profile is active, users will be able to register their watches online.

Eligibility for Pam.Guard is limited to watches purchased no more than two years prior to the program’s launch date. The Pam.Guard program is retroactive and customers owing a watch purchased over the last two years prior to the program launch can benefit from the Pam.Guard international limited warranty extension.

Together with the reliability of its watches, Panerai reaffirms its reputation as a preeminent maker of timepieces with high technical and mechanical value – a reputation already established with a legacy of sophisticated, pioneering models.

“Pam.Guard communicates the true spirit of Panerai. Thanks to its strong, incisive concept, it goes beyond the traditional notions of customer support to reflect the advanced and innovative thinking that has always characterized the brand. It is a tool dedicated to the clients’ community, who Panerai guides on an interactive journey to fully understand the technical and historical ethos of the brand. A proactive form of engagement with consumers and at the same time a way to strengthen the sense of belonging to the Panerai community.

With this long-term vision, extending the international limited warranty up to eight years is a natural, virtually inevitable step. This commitment was made possible by the very high level of technical efficiency and reliability achieved by watches produced by the Panerai Manufacture in Neuchâtel,” says Jean-Marc Pontroué, CEO of Panerai.

Pam.Guard goes beyond the concept of a conventional care program. It is a highly customized service interface accessible through multiple devices and formats (desktop, mobile, iPad, WeChat), that can also be activated at Panerai and authorized retailers’ boutiques.

Personalized newsletters will call registered Pam.Guard members to deepen their knowledge of the brand at Panerai point of sales in the world. They are essential part of the immersive, Pam.Guard experience, as are a series of special gifts.

To draw attention to the distinct mission of the Pam.Guard program, the Laboratorio di Idee devised for it a signature logo that depicts the iconic Luminor Marina PAM01312 dial, a universally recognizable and evocative image of Panerai.