Panerai considered a Premium Brand

[Matrim604]

Panerai was listed among the Premium watch brands by United Brands. Panerai has definitely come a long way over the past decade, and has really flexed is muscle as a manufacturer behind the financial backing of the Richemont Group. I don't think i've ever seen a watch company produce so many successful and high quality manufacture movements in such a short amount of time, and even delve into grand complications as successfully as Panerai has with their innovative tourbillon. They have accomplished much, and are on the right track to becoming one of the greats, but do you think it is too soon to already deserve that title? True, Panerai was founded in 1860, and does have a rich history before Richemont, but their focus was not always on watches, and their impact on horology would only be considered significant within the past decade--or do you Panerists disagree with that statement?

Do I think Panerai is undeserving to be listed among the "Premium" watch brands? Not necessarily, as Panerai is one of my favorite watch brands, but I would personally be interested to see how their movements hold up over the next 10 years and what new innovations they bring to the table over that time to say for sure. They make quality movements, and so far seem to be reliable and bullet proof, but they havn't had the time to pass the timeless test, and do each of their movements made recieve the same amount of attention and care in assembly as other brands on the "Premium" list? I don't know enough about Panerai to answer that one, perhaps someone more knowledgeable could add something? At this point, I personally feel that Panerai has more in common with brands like Rolex and IWC than they do with brands like Patek or VC. I don't mean that as an insult in any way, and maybe when I learn more about Panerai i'll change my mind, but for now that's my two cents.

Here is the link to the thread containing the ranking info:

http://www.rolexforums.com/showthread.php?t=108059