Panerai SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 3171

SWOT Analysis of Panerai with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Richemont group


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Laboratorio di idee - Laboratory of ideas


Watches with a rich heritage and class



Luxury watches segment

Target Group

Urban High income men and women


Watches with a maritime heriatage

SWOT Analysis


1. The prestigious Richemont group that has bought the brand has instilled a certain reputation in the brand making it a premium and fast growing luxury brand

2.Toenhance its Maritime heritage, the brand hassponsored regattas around the world andoffered its own yacht, to charitiessupporting the chronically sick for restorativesailing days.

3. The demand for the Maison’s new andclassic editions has been strong

4. The brands ‘Radiomir’ and ‘Luminor’ series have been extremely popular among the watch collectors

5. Good brand presence and high quality designs


1. The distribution for the brand is extremely selectivewith only 36 dedicated boutiques around the world

2. The brand has low brand recall among its competitors

3. The brandsassociation with Ferrari did not do very well in the market


1. Developing economies are high growth markets in the luxury segment and the brand should explore this opportunity

2. The brand is predominantly positioned as a men’s brand. An exclusive womens collection can extend the brand TG


1. High recall competitors pose a threat to the brand

2. Other brands from the same group can camouflage the brand in the groups distribution centres across the world



1. Girard-Perregaux

2. Tag heuer

The table above concludes the Panerai SWOT analysis along with its marketing and brand parameters.


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