Can someone please explain to me how / why Panerai is now connected with Brabus?

[Priester]

IMO these brands are chalk and cheese... Why would Panerai form a partnership with an aftermarket 'tuner'? Does anyone have a good / valid reason?

https://www.brabus.com/en/brand/news/brabusxpanerai.html

https://newatlas.com/automotive/brabus-superwhite-g-pickup#gallery:1

[997targa]

I don’t believe there is a meaningful one I have heard, and given the watch collabs thus far, I hope it ends swiftly!

[Don Philbino]

Someone thought it seemed to be a good idea at the time.

[*Beef*]

Both brands obviously identified a cross pollination of clients. While the watches may not be to the taste of traditionalists, myself included, they have been a success.

[LastLineofDefense]

It's certainly better than the "Razr" collab IMHO.

[Don Philbino]

There was a Razer collab...?!

[LastLineofDefense]

There was a Razer collab...?!

https://www.razer.com/collabs/panerai#luminor-quaranta

[Don Philbino]

Huh. As a collab it makes even less sense than Brabus, but aside from all of the virtue signalling nonsense I kinda like it.

[sandflea03]

Turns out quite a few vids on YT but recall seeing the Swiss Watch Gang’s interview with Brabus CEO