If you remember well, Panerai was given the contract to make Ferrari timepieces, and they were quite popular in the mid 2000s. Now that the decade is over and a new one has arrived, the rocky relationship between the two companies are over, and there would be no more of those wonderful watches anymore. Unfortunately none of their watches were bought by the consumers in the fashion they would have liked.
They were way too expensive and at $10,000 people expected a lot more from the watch. It would be interesting to see who Ferrari will team up with, now that they are not going to partner with Panerai anymore. Perhaps Ferrari will become down market and would start selling watches at a cheaper price in order to get more consumers.
If that happens, Ferrari watches may no longer be the status symbols that they always have been. In times of rocky business relationships, products really suffer and when the product is already not well accepted by consumers, there is no chance for its survival. In this case, Panerai made watches will be extinct.
Via: A Blog to Read