2PM's Ok Taecyeon Appointed as Panerai Korea's Friend of Brand
Luxury watch brand Panerai has announced a renewed collaboration with K-Pop group 2PM member and actor Ok Taecyeon, officially welcoming him as the brand's new "Local Friend" in Korea. This campaign features the iconic Luminor PAM01731, symbolizing the seamless fusion of Panerai's enduring tradition and modern performance.
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- 📰 Published: May 2, 2026 at 20:18
- 🔍 Collected: May 2, 2026 at 12:01
- 🤖 AI Analyzed: May 2, 2026 at 12:03 (1 min after Collected)
Luxury watch brand Panerai has once again teamed up with the renowned Korean actor and member of K-POP group 2PM, Ok Taecyeon, formally announcing him as the brand's new "Local Friend" in Korea. This collaboration is rooted in shared values of confidence and proactivity, qualities consistently reflected in both the excellence of Panerai watches and the distinguished career of Ok Taecyeon. The campaign spotlights the Luminor PAM01731, a key piece from the iconic Luminor Collection unveiled at Watches & Wonders 2026, embodying the seamless integration of Panerai's timeless heritage and contemporary performance.
Ok Taecyeon has built a formidable presence in both music and acting, gaining international recognition through his activities with 2PM and highly acclaimed roles in major Korean dramas and Japanese films. Marking a new chapter in his collaboration with Panerai, which began over two years ago, he re-emerges as a natural expression of the Maison's modern spirit, with a confident and distinctive identity. Regarding this collaboration, Ok Taecyeon stated: "I am delighted to express with Panerai again. We can further deepen the relationship we have built over the past two years. I believe what makes Panerai special is its unique identity – that rare combination of Italian design and Swiss technical expertise. This balance gives the watches their own unique personality and substance, and I am strongly drawn to the brand's philosophy."
The new Luminor Collection, presented at Watches and Wonders 2026 in Geneva, continues Panerai's legacy. Long before the concept of a tool watch entered the horological lexicon, Panerai pioneered a performance-driven approach, crafting watches and instruments for the Italian Navy, developed to meet real operational demands. From this history emerged the elements that still define the Maison today: powerful luminescence, water resistance, long power reserve, robust construction, and design codes driven by function. The latest Luminor Collection, including the Luminor PAM01731, revisits one of the most significant case structures in Panerai's history. For the first time, the 1960s 6152/1 structure has been faithfully translated into a 44mm format, retaining the cushion-shaped mid-case, flat crown protector, and contrast of polished and satin finishes, while being adapted to proportions suitable for modern wear.
"The new Luminor Collection will convey a message to bold and proactive individuals like Ok Taecyeon, those who seek substance: that the true excellence of a Panerai watch is built upon enduring functionality. This campaign powerfully embodies our true brand story. It reflects Panerai's commitment to performance, being a true tool watch proven tough under real-world conditions with rigorous quality testing. Panerai's characteristics – water resistance, long power reserve, superior luminescence, and robust construction – proven essential during the Italian Navy's challenging missions, are reinterpreted in modern times, allowing Panerai watches to be reliable companions for today's adventurers," says Alessandro Ficarelli, Panerai Chief Marketing & Product Officer.
Ok Taecyeon, also drawing attention for 2PM's 15th-anniversary Japan debut concert at Tokyo Dome on May 9th and 10th, and the Luminor PAM01731 with a tax-inclusive price of 1,364,000 JPY.
Shot at Seonnyeobawi (Fairy Rock) in Incheon, this campaign features Ok Taecyeon in a rugged natural environment surrounded by rocks and coastline, expressing the purposeful and adventurous spirit of the new Luminor Collection. Through this collaboration, Panerai continues to weave a narrative that connects its historical identity with its contemporary voice. It speaks to those attracted by the timeless appeal of watches shaped by presence, functionality, and real-world purpose.
Officine Panerai 0120-18-7110
www.panerai.com
Keywords:
Ok Taecyeon has built a formidable presence in both music and acting, gaining international recognition through his activities with 2PM and highly acclaimed roles in major Korean dramas and Japanese films. Marking a new chapter in his collaboration with Panerai, which began over two years ago, he re-emerges as a natural expression of the Maison's modern spirit, with a confident and distinctive identity. Regarding this collaboration, Ok Taecyeon stated: "I am delighted to express with Panerai again. We can further deepen the relationship we have built over the past two years. I believe what makes Panerai special is its unique identity – that rare combination of Italian design and Swiss technical expertise. This balance gives the watches their own unique personality and substance, and I am strongly drawn to the brand's philosophy."
The new Luminor Collection, presented at Watches and Wonders 2026 in Geneva, continues Panerai's legacy. Long before the concept of a tool watch entered the horological lexicon, Panerai pioneered a performance-driven approach, crafting watches and instruments for the Italian Navy, developed to meet real operational demands. From this history emerged the elements that still define the Maison today: powerful luminescence, water resistance, long power reserve, robust construction, and design codes driven by function. The latest Luminor Collection, including the Luminor PAM01731, revisits one of the most significant case structures in Panerai's history. For the first time, the 1960s 6152/1 structure has been faithfully translated into a 44mm format, retaining the cushion-shaped mid-case, flat crown protector, and contrast of polished and satin finishes, while being adapted to proportions suitable for modern wear.
"The new Luminor Collection will convey a message to bold and proactive individuals like Ok Taecyeon, those who seek substance: that the true excellence of a Panerai watch is built upon enduring functionality. This campaign powerfully embodies our true brand story. It reflects Panerai's commitment to performance, being a true tool watch proven tough under real-world conditions with rigorous quality testing. Panerai's characteristics – water resistance, long power reserve, superior luminescence, and robust construction – proven essential during the Italian Navy's challenging missions, are reinterpreted in modern times, allowing Panerai watches to be reliable companions for today's adventurers," says Alessandro Ficarelli, Panerai Chief Marketing & Product Officer.
Ok Taecyeon, also drawing attention for 2PM's 15th-anniversary Japan debut concert at Tokyo Dome on May 9th and 10th, and the Luminor PAM01731 with a tax-inclusive price of 1,364,000 JPY.
Shot at Seonnyeobawi (Fairy Rock) in Incheon, this campaign features Ok Taecyeon in a rugged natural environment surrounded by rocks and coastline, expressing the purposeful and adventurous spirit of the new Luminor Collection. Through this collaboration, Panerai continues to weave a narrative that connects its historical identity with its contemporary voice. It speaks to those attracted by the timeless appeal of watches shaped by presence, functionality, and real-world purpose.
Officine Panerai 0120-18-7110
www.panerai.com
Keywords: