Large watch companies have the financial capacity to support all sorts of projects and initiatives, most of which are inevitably horological. However, there are certain endeavors and causes that are only tangentially related to timekeeping but whose values align with those of a particular brand, and this is how Gear Patrol recently found itself down in Colombia on a mission sponsored by Panerai.
The famed watchmaker with Italian military origins supports an NGO called Waves for Water, which was founded by ex-pro surfer Jon Rose and brings in clean water solutions to areas around the world affected by disaster, conflict, draught and more. Within Waves for Water is the Clean Water Corps, staffed by military veterans (the majority of whom are American) who have transitioned out of soldiering and into volunteer work. Panerai’s support of Waves for Water (herein “W4W”) allowed them to begin an initiative in a remote village in Colombia to bring in filters and train the local villagers how to use them.

There was no special, limited edition watch involved with the W4W partnership, the proceeds of which are partially donated to the NGO — Panerai simply became aware of W4W’s mission and reached out to Jon Rose, and this how the relationship began. While it’s fair to examine outside motivations from large companies that support charitable causes — one can argue that doing “good” is always good PR — the fact remains that without their corporate sponsors, organizations such as W4W would be unable to complete their mission, and their mission is a noble one: To date, W4W has implemented over 155 clean water programs in 48 countries, handed out 150,000 filtrations systems, dug bore-hole wells and rainwater harvesting systems, and impacted an estimated 3.75 million people. Panerai clearly recognized this nobility of mission and chose to support a cause that aligned with their values as a brand.
W4W’s mission relies not on Panerai watches, but on Panerai itself and companies like it for funding. Panerai, for its part, is a company whose wares were designed to function in and around water, and thus the idea of an NGO whose purpose is to bring the gift of water and of life to those who need it is pretty damn “on-brand” for them. (That the NGO was founded by an ex-pro surfer, and that the Clean Water Corps is staffed by military veterans, certainly doesn’t hurt.)
All this being said, the real gear-related star of the show was a simple water filter. Without this filter, much less could be accomplished in the way of implementing clean water solutions in remote areas, and it’s a testament to the effectiveness of this one particular model that W4W has been so successful in its mission.