Officine Panerai has really outdone themselves this time. For all those out there still doubting the viability of Panerai and their presence as anything but a fashion brand, your time has come.

While Panerai has always been known for their bold styling and passionate community, one of the chief complaints about their watches was the use of a cheaper, reworked ETA movement for many of their models. Sure, in-house movements were available, but typically reserved for much more expensive models (think $10K+). Well, that’s no longer the case.
Just announced yesterday at SIHH was the introduction of the new P.9000 in-house movement. This new caliber, including two other variations (P.9001 and P.9002), is being fitted to several new watches for 2009. One of these is the new Luminor Marina 1950 3 Days Automatic, or PAM 312 to be specific. As the name suggests, this watch features an automatic movement with a 3-day power reserve (most automatics are only 2 days), the sleek and sexy 44mm Panerai 1950’s style case, and a sapphire crystal exhibition back to view the new movement.

Hopefully, you’re as excited as we are because just looking at the pics of the new release is making me salivate. Yes, this is the year men are supposed to hunker down and save, put extra cash in the bank and hold off on any large purchases, especially in uncertain times.

Needless to say, it’s going to be a long, long year.

Cost: $6400 (€4900)