Panerai Luminor Submersible Automatic Acciaio PAM731 ‘E-Commerce Micro-Edition’ Watch

Panerai Luminor Submersible Automatic Acciaio PAM731 ‘E-Commerce Micro-Edition’ Watch

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

For once, more than whatever minor design tweak has spawned a new Panerai reference, it is how the watch is being sold that is most notable. The Panerai Luminor Submersible Automatic Acciaio PAM731, with its limited-edition blue dial, is most certainly a handsome and capable dive watch. But, as the first Panerai to be offered exclusively online, it is representative of some pressing current issues and how the watch industry is, very slowly, adapting to change.

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

Panerai already sells watches online, but the Panerai Luminor Submersible Automatic Acciaio PAM731 "E-Commerce Micro-Edition," limited to 100 pieces, cannot be bought in stores - and that is a first for Panerai. Time and again, we have discussed the systemic problems of the watch industry here on aBlogtoWatch, especially in relation to sales and distribution, and the watch industry's failure to accept, use, and adapt to the modern reality of online purchasing. This means in terms of media and advertising as well as moving toward direct online sales instead of relying solely on third-party retailers. The current outdated wholesale distribution model along with an inventory glut has allowed the gray market to not only undercut luxury watch pricing but also undermine the all-important commodity that is consumer trust. You can find many articles on these and related subjects on our Watch Business topic page here.

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

So, while the Panerai Luminor Submersible Automatic Acciaio PAM731 "E-Commerce Micro-Edition" watch might look like one degree in the 90-degree turn that is necessary for the industry, it is at least in the right direction. And it is in the company of other signs that more brands are finally waking up. Examples such as the Omega Speedmaster "Speedy Tuesday" limited-edition watch made for Fratellowatches.com and their #speedytuesday Instagram hashtag having sold out in four hours must at least get the brands' attention. The convenience, competitiveness, and comfort of the online buying experience for customers makes the transition to a proper online presence necessary for any watch brand that wants to survive.

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

So, what about the watch that is the vehicle for this discussion? Blue dials always seem like a good choice for limited editions because they look a little special and are a less conservative option than, say, black. The Panerai Luminor Submersible Automatic Acciaio PAM731 (PAM00731) has a blue dial but is otherwise more or less like the black-dialed PAM01024. At 44mm wide in steel (acciaio means "steel" in Italian - though don't ask me how to pronounce it) and water-resistant to 300m, the Panerai Luminor Submersible PAM731 has the Luminor's cushion-shaped case with signature crown guard device, and the rotating brushed steel bezel quickly identifies it as a Luminor Submersible and unmistakably as a dive watch.

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

Behind a solid caseback, the Panerai Luminor Submersible PAM731 watch is powered by the "exclusive" caliber OP XXX, a COSC-certified automatic movement beating at 4Hz (28,800bph) with 50 hours of power reserve. It offers the time with a sub-seconds at 9 o'clock and the date at 3 o'clock which has a "cyclops" magnifier over it on the sapphire crystal. Skeletonized hour and minute hands are familiar for Luminor Submersible watches, and Super-LumiNova, even for the seconds hand and its indices, is sufficient for a dive watch. It comes on a black caoutchouc (natural rubber) strap as well as with an additional canvas strap and strap-changing tool.

Panerai Luminor Submersible Automatic Acciaio PAM731 'E-Commerce Micro-Edition' Watch Watch Releases

While it seems like merely a cautious experiment at this stage, this "E-Commerce Micro-Edition" watch is hopefully a sign of a greater overall transition for the watch industry that we have been advocating for a long time. It is a step in the right direction, but a lot more aggressive action is still needed. The Panerai Luminor Submersible Automatic Acciaio PAM731 watch itself has a price of $7,200, but with currently no "Purchase" button on the website, and only options like "notify me when available" and "add to wishlist," it seems that all 100 may have already sold out. panerai.com

What do you think?
  • I want it! (40)
  • Thumbs up (7)
  • Interesting (4)
  • I love it! (4)
  • Classy (2)
  • Igor Serti?

    Do you remember PAM 087?

  • SuperStrapper

    Cannot be bought in stores. Translation: cannot negotiate on price, as was easily accomplished when I bought both of mine at the AD. Doesn’t matter though, the submersible line is their least attractive.

    • Luciano

      Not my recent (9 months ago) experience. I got discounts from Panerai Boutiques from two different countries, in two different continents.

    • Luciano

      They have sold all of them already. So they were right.

      • DanW94

        No kidding?? Well, that’s certainly worth mentioning more than once….

        • William & Falcon

          Smart move going with “more than once” instead of “twice”. We don’t know how many more times this run will sell out.

      • SuperStrapper

        Your point?

      • SuperStrapper

        Which is to say, the fact that these sold is hardly some proof of concept considering it was a run of 100. This brand enjoys one of the most loyal and fanatical fanbases in the industry. This was the equivalent to throwing a bucket of gatorade into a lake to prove that it won’t ruin the lake.

        Regardless, that they sold doesnt interfere with my point about negotiating prices.

        • Luciano

          Yes, you should negotiate prices. I always do it too.

          But contrary to what you say, it proves a very important point: it was a very sound business decision, as it proves the brand has enough strength to sell directly to customers without splitting margin with agents that will use it to give discounts to customers.

          Of course, it’s a small volume but nevertheless…

          • SuperStrapper

            It’s not that I don’t agree, but if the run were greater the results would have been different. 100 pieces is so small for that market that it creates an exclusivity buzz, and I have no doubt that many were snapped up by those thinking they can just return them around for a profit.

            I’m a Panerai owner and I take it you are as well, but i don’t consider myself ‘Paneristi’ nor do I sperg out over stuff like this. There is a huge community that does though. They usually have great taste in straps.

          • Luciano

            We’re in full agreement.

            Same here. I have just one piece the PAM233 (chosen exactly to be something a bit special — first in-house movement, 8 days, etc. — without entering in the endless limited editions), and I’m not a Paneristi.

      • Berndt Norten

        Are you sure?

        • Luciano

          It was available before foe purchase, but not anymore.

          • William & Falcon

            So are they currently sold out, or is that a past tense thing?

  • Marius

    I find this to be a very cool watch. I have always liked the Luminor Submersible line, and the blue dial is especially attractive. I find this timepiece much more interesting than your avarage Rolex Submariner or Omega Planet Ocean. Nevertheless, I have a big question mark regarding the movement.

    The “exclusive caliber OP XXX” doesn’t seem to be an in-house caliber. In fact, a former university colleague of mine lives in Florence, and he is a huge Panerai fan & collector. I just spoke to him, and apparently, the movement used is a modified 7750. This might sound strange, but according to him, several references from the Luminor Submersible line used a slightly modified 7750 for the three-hander models, such as the 1088, and the 1090.

    If this watch is indeed using an ETA/7750, then the price is quite high. Sure, if Panerai used one of their new in-house calibers, than $7,000 would have been a somewhat “acceptable” price. However, asking over $7,000 for a three-hander ETA/Valjoux-equipped watch is quite overpriced considering that at this price point brands such as Rolex, Omega, JLC, or Grand Seiko already offer very modern & capable in-house calibers.

    • Luciano

      Yes, calibers with reference starting by OP are not in-house. Their in-house movements references start by P.
      The problem with the price is that you can easily get a discount on the physical boutique (I mean official, not even going to gray market). That was the case of my recent purchase of a PAM233.
      Regarding this piece, and strangely enough, the Submersible looks really good in the slightly bigger 47mm case with a thick leather strap.

    • Luciano

      Anyway, it’s sold out now.

  • Am I missing something here? What’s the experiment? The Pam24 costs $5700 on Jomashop.

    • Luciano

      OK. But the price difference is related with being from a gray market dealer. In the Panerai website the 024 is also priced at $7.2k. So in fact with this special edition you have a less common variant for the same money.
      Yet, I agree that shaving $1k from the price would make the value proposition more interesting and balanced.

    • Luciano

      By the way… It’s sold out.

    • Kuroji

      It’s an experiment to see if they can make even more money by charging the old MSRP but without paying any middle men.

  • William & Falcon

    I prefer my commerce to be traditionally mechanical. I’m a mechanical commerce enthusiast.

  • Mikita

    $7,200 – Panerai remain optimistic; as 2016/17 never happened.

    • Gokart Mozart

      They have sold them though.

      • Mikita

        They should have put $14,400 then.

    • Luciano

      Sold out.

  • William & Falcon
    • Kuroji

      Pronounced Achayo, BTW.

      • William & Falcon

        I thought it was pronounced “cow-chuck”.

        • Kuroji

          Yeah, the other word. Lol.

  • Raymond Wilkie

    Say what you like, if i had been on the list ( and had the wonga ) i would have bought it. It’s a big like those big push button cell phones for the visually challenged the cyclopes just affirms that. I would feel super butch with my big thick watch on.

  • Chaz

    Zzzzzzzzzzzzzzzzzzzzzzzzz….

    *mic drop* (sorry Ray)

    • Raymond Wilkie

      Your Zzzzzzzzzzzzzzzzz is perfectly understandable. It’s hardly the most subtle dial i’ve ever seen and that massive crown protector is a digger. But i still want it.

      • William & Falcon

        You’re supposed to say digga or diggah or my dig, you dig? Using those terms ensures that you 1.) are a cool guy, and 2.) aren’t a raging crownist.

        • Raymond Wilkie

          I’m Scottish, we don’t talk like that,…………….you dig ?

  • Gokart Mozart

    Best thing about the watch is it does not say the depth rating on the dial. Just on the back.

    I am looking at you almost every single dive watch!

  • IanE

    So, Panerai’s solution to the world-wide over-supply and over-pricing of watches is to sell them exclusively online for an even more inflated price. There was a programme on British TV recently about parallel universes – I’d love to know which one Panerai lives in!

    • Dinkee, H. O.

      They live in the universe where they sell out the exclusive online edition. Like they just did with this one. Don’t worry, you can be put on the “wish list”.

    • Kuroji

      Luxury watches are what’s known as a Veblen Bad.

  • Dinkee, H. O.

    This one sold out all 100. There’s another limited edition watch with 125 available. The SKIPPER! Yes, there was a great deal of temptation to call it the Skippy. Like all watches from the premier watch blog, this is going FAST and you better scramble and get your credit card out even before you click on the link:

    https://www.hodinkee.com/articles/introducing-the-tag-heuer-limited-edition-carrera-skipper-for-hodinkee

    • Luciano

      In my opinion the Skipper misses by having the date at 3 o’clock, instead of a colorful sub-dial (or even just some logo). The assymetry of the dial doesn’t work for me.

      • Dinkee, H. O.

        You’re just not Hodinkee limited edition watch material.

    • Mr. Snrub

      All gone. It was nice of you guys to go slumming with TAG and lend them a bit of class with this exclusive collaboration.

      • Dinkee, H. O.

        Have you joined the wait list yet?

        • Mr. Snrub

          It wanted a number of credit references just to be considered. Afraid I’m not yet in the club. #watchgoals

    • Dinkee, H. O.

      TOO BAD for the ABTW crowd. You missed out not only on this Panerai, but on the latest masterpiece from Hodinkee as both are sold out.

    • William & Falcon

      The Skippy was gone in a Jif.

  • William & Falcon

    Is it sold out? Luciano??

    • Dinkee, H. O.

      I can verify that this watch is sold out.

      So is the new Hodinkee limited edition TAG watch. Sold out. I can verify that.

      Luciano, would care to verify the sold out declaration on the Panerai?

      • William & Falcon

        Sorry but I’ll believe that your watch is sold out only when Luciano tells me that it is sold out.

        Hey Luciano, any updates as to the sold out/not sold out status of Krayons Everywhere?

        • Dinkee, H. O.

          What? It’s got my name on it! I say when a limited watch with my name on it is sold out or not sold out! How dare you! I hereby am blocking you and your credit card from buying any future Hodinkee limited edition watches! You are finished in this town, buddy boy! You’re just lucky I’m not in range to give you a belly bump or a beard burn! YOU’VE MADE ME MAD!

          • William & Falcon

            I’ll have to put any future Hodinkee purchases on The Falcon’s
            credit card.

  • Mark1884

    No disappointment here……. this one is just as ugly as the rest of the Panerai’s.
    No thank you.

  • William & Falcon

    I NEED TO KNOW IF THIS WATCH IS SOLD OUT BEFORE I FLY OFF THE F#CKIN’ HANDLE!!

  • Berndt Norten

    Is it safe?

    • I don’t know…things are selling out at a geometric rate. There was no milk in the fridge. My car ran out of gas. I’m not sure if I can even finish

      • Berndt Norten

        It’s very unsafe. You should be careful.

      • William & Falcon

        Well pla

  • Raymond Wilkie

    I may buy one of these, haven’t decided yet.

    • Berndt Norten

      Do you think they’re sold out?

      • Dinkee, H. O.

        What? They’re sold out? How is that possible? I’ve been following the posts from readers on here and read and reread the article carefully, and I was certain it all said: “it seems” and “may be”, which are not definitive. Panerai is saying nothing.

        HOWEVER, one thing that is 100% certain and definitive and cannot be reversed or wished away: yet another Hodinkee Limited Edition has been SOLD OUT! That’s right, none of the mouth breathers on ABTW can buy one. They were piddling away their time on here, when they could have been on Hodinkee and bought a Skippy. Now it’s gone. Too bad, so sad. You can all get on the wait list if one of the sales doesn’t go through, though that is as unlikely as Ariel Adams actually listening to his readership and turning this sinking ship of a blog around.

        https://shop.hodinkee.com/products/tag-heuer-skipper-limited-edition-for-hodinkee?variant=46356448655

        • Raymond Wilkie

          Are you for real ?
          Am not clicking your link i get annoying pop ups

          • Dinkee, H. O.

            Have you never simply hovered your screenpointer over a link to see when it goes? Are you for real?

          • Raymond Wilkie

            I can see where i goes and i don’t want to go.

        • Yan Fin

          Who the F cares about a Tag or Hodinkee in any sequence?

          • Dinkee, H. O.

            You are hereby banned from Hodinkee.

          • William & Falcon

            The only thing about Hodinkee that is non-exclusive is the ever-growing group of people banned from Hodinkee.

      • William & Falcon

        I haven’t heard that. Do you have some inside source?

        • Raymond Wilkie

          Sorry, if i told you i would have to kill you. 🙂

        • Berndt Norten

          Lucky Lou Albano told me

      • Raymond Wilkie

        Something as groundbreaking as this ………i doubt it.

  • Mikita

    I’ll wait for Panerai Sold Out Edition.

    • DanW94

      Funny thing, there’s plenty of those available….

      • Chaz

        Go to Hong Kong. In Tsim Sha Tsui, Kowloon, there is a building called Champagne Court on Kimberly Road. Go to the ground level lobby area (Ariel and David know). A plethora of camera shops and second hand/grey market watch shops. One in particular will have E V E R Y “hard to get” Panerai ever…sometimes in multiples.

  • BNABOD

    Huh wait huh , too late

  • William & Falcon

    Top of the pile for me. Too bad it’s sold out.

  • Pete L

    Really nice but why so limited? Pricy too for what it is. I know I am in the minority here as a Panerai fan but surely they could shift 500 and drop the price a few quid too. The last few limited eds with blue dials were 300 I think (PAM689 etc) and not a chance of getting one. Personally think Panerai need to reassess their pricing model!

  • Ulysses31

    I’m waiting for the Panerai “Someone-sneezed-on-it-during-production-but-it’s-OK-because-he-was-someone-famous” Edition. I want those famous-person germs, damnit! Seriously though, it’s actually a nice watch, just the way it is marketed and priced that grates.

  • Vikrant Ludhra

    as far as I can tell they are available from the Panerai site as of two seconds ago.