Antigua Classic Week 2006 sponsored by Officine Panerai
Have you noticed that the watch brands today have a new advertising strategy? The big poster on the sidewalk is not enough anymore. To get real PR the Company name needs to appear in a movie or sponsor an event. That event has to come up in the papers or even on TV. The watch brand name will come up without disturbing anyone or intruding into someone's mind.
This kind of new PR policy have been lately used by the Officine Panerai - the 140 years old successful watch company. When Guido Panerai founded his manufactory in Florence in 1860 he was committed to build professional timekeepers not just pocket watches. The time went by, but Panerai is still on the top of manufactory of timekeepers.
So it was quite a surprise when Officine Panerai decided to succeed in different kind of field - sailing. Officine Panerai decided to become the sponsor of the well-known Antigua Classic Week - the significant event in the world of classic sailing boats. It took place in the panorama of Caribbean yachting, so it's a Panerai overseas debut that worked out to be very successful.
There were three regattas. Panerai was welcomed by a great crowd amongst the fans of the event - that was their way of saying thank you from the island. There were a number of luxury yachts that usually take part in the ocean racing.
This event, Antigua Classic Week, that was held in April will always be remembered as Panerai debut as the first Italian sponsor for the Caribbean sailing. Nevertheless, Panerai decided to go further and is supporting another sailing event in the Mediterranean. The second edition of the Panerai Classic Yachts Challenge 2006 has already started in Europe.
The opening appointment was at Antibes islands in France, started on 31st May and ended on 4th June, 2006. The next was the first Italian round called Argentario Sailing Week at Porto Santo Stefano. It was from 15th to 18th of June. There is going to be a two months brake.
The Panerai Classic Yachts Challenge is supposed to continue on at Port Mahon that is on the Balearic Islands. This is going to happen from 30th August to 2nd September. It will return to Italy for the highly expected biennial event at Imperia from 12th to 17th September. Finally it will reach its finish at Cannes with le Regattas Royales from 24th September to 1st October.
