On Tuesday, watchmaker Panerai announced that it will once again support Italian official challenger Luna Rossa as official sponsor for the 38th edition of the America's Cup, which will be hosted by Italy for the first time in the competition's history.
For the third consecutive edition, the Italian monohull Luna Rossa will proudly display the Panerai logo. After successful campaigns in 2021 and 2024, but without a final victory, Panerai and Luna Rossa are back to conquer the cup for this 38th edition, sharing a common approach: excellence, performance, technological innovation, and Italian spirit.
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“The sea is our origin, and we are proud to sail alongside these modern-day heroes, equipping them with precision instruments to take on the ultimate challenge,” said Emmanuel Perrin, CEO of Panerai, in a statement. For his part, Max Sirena, skipper and team director of the Luna Rossa boat, said he was “delighted to extend this partnership and strengthen ties as we approach the 38th edition of the America's Cup.” When interviewed by Luxury Tribune in Barcelona in 2024, Sirena had already expressed his pride in sailing under the Italian flag on the world's nautical stage. On Friday, June 20, ahead of the 38th America's Cup, Luna Rossa announced that it was strengthening its team with the exceptional arrival of Peter Burling, the New Zealand helmsman who won the last three editions of the America's Cup.
This time, the stakes are even higher as the Italian challenger will be playing at home. Last May, the Italian government, in collaboration with Team New Zealand and the Royal New Zealand Yacht Squadron, announced that Italy would be the host country for the new edition. In the summer of 2027, Naples, the capital of the Campania region, will host the regattas, having already hosted events related to the competition in 2012 and 2013. To mark the continuation of this partnership, Panerai has unveiled two new watch models, specially designed and tested in the extreme conditions of Luna Rossa's training sessions: the Luminor Chrono Flyback Luna Rossa PAM01654 and Luminor Luna Rossa PAM01653.
Alongside Panerai, the Italian group Pirelli continues its role as official sponsor and technical partner. Unipol, a major player in Italian finance, is also renewing its support, bringing its technical and innovative expertise to the team in the field of insurance. A newcomer joins the circle of partners: Alfa Romeo becomes an official sponsor of the Luna Rossa campaign for the first time. For the time being, Prada—the iconic partner and founder of the Luna Rossa project in 2000 under the impetus of Patrizio Bertelli—has not yet confirmed its official support for the team for the next edition, but its return is widely anticipated, given the shared history between the fashion house and the Italian challenge.
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