Michelin-starred Massimo Bottura is Panerai’s latest ambassador

The founder chef of the World’s Best Restaurant is the latest to feature in the watchmaker’s ‘Traits’ series

“Innovation is my secret ingredient,” says Massimo Bottura in Panerai’s latest entry in their ‘Traits’ series. This campaign, which has seen four international talents describe their passions and partnership with the Panerai brand, closes with Bottura’s film, and is one of their best yet.

The founder chef of three-Michelin-star restaurant Osteria Francescana in Modena, Bottura is driven by innovation, and this drive to invent and recreate has led to his restaurant being named the Best in the World.

“Innovation is my secret ingredient...”

Panerai explored this cult destination for numerous gourmets, who travel from all around the world to enjoy the remarkable tradition of Italian cuisine, and spoke to the chef about his motto, ‘tradition in evolution’.

Michelin-starred Massimo Bottura is Panerai’s latest ambassador

 “Look at the past in a critical way,” says Bottura, “not nostalgically. To innovate, it is necessary to take the best of the past and carry it forward into the future.”

This design outlook is mirrored in the watchmaker’s Tuttenero Laminar 1950 3 Days GMT Automatic Ceramica, arguably the watch that best expresses the brand’s ability to create models combining the finest watchmaking traditions with modern distinctive design, state-of-the-art materials and technical solutions.

Michelin-starred Massimo Bottura is Panerai’s latest ambassador

These are the same qualities and hallmarks of Osteria Francescana, which serves dishes such as Crispy Lasagna, and serves to show that Bottura is the perfect man to represent the Italian brand – and wear their watches.

Michelin-starred Massimo Bottura is Panerai’s latest ambassador

Panerai Traits: Massimo Bottura

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