Ykone Asia defined a 360° consultancy and campaign strategy for PANERAI to make a digital leap in China. Highlight Panerai as the only Italian haute horlogerie brand outfitted with Swiss technology, reignite the most iconic collection and move upmarket by increasing desirability. Ykone Asia assisted the brand in the implementation of brand ambassador casting, brand content customization, site-specific digital initiatives on brand’s social and video sharing platforms to reach new potential among younger Chinese consumers. Ykone Asia suggested and executed the celebrity shooing in a modern art museum in Shanghai. The idea is to show Panerai’s endless pursuit of watchmaking innovation and profound history embodied by Li Yifeng’s own interpretation and personal twist. With his voice over narration, Chinese audiences will understand the brand value more comprehensively. He is seen wearing the Luminor Chrono Goldtech Blu Notte that blends sporty and elegant elements. The chronograph is the sportiest complication par excellence, but the whole watch is enriched by the precious Goldtech, a type of gold alloy distinguished by high percentages of copper and platinum. It will enhance the desirability for Panerai.


Creative direction and concept, celebrity casting, production management.

Hong Kong

The results

PANERAI official announcement post has been shared by Li Yifeng and reached over 600M impressions.