The march by watch brands towards selling directly online continues apace, with Chopard, Piaget and Panerai having recently joined Mr Porter/ Net-A-Porter.

The most recent addition is that of Officine Panerai to Mr Porter, with twenty-five models from its Luminor and Radiomir collections, along with a Panerai table clock, available.

Panerai joins brands such as Piaget, IWC, Baume & Mercier, Mont Blanc, Bremont, Zenith, Ressence, Bell & Ross, Nomos, TAG Heuer x Kingsman and Oris on Mr Porter.

Panerai’s partnership comes hot on the heels of Chopard’s recent announcement of their new presence on Net-A-Porter, where they are making available forty-three watch and jewellery items from the Happy Hearts collection.

Last month, Piaget joined Mr Porter starting with a launch of a dozen timepieces from its Altiplano and Polo S collections.

Richemont holds the largest single stake in the Mr Porter and Net-a-Porter’s parent, the Yoox Net-a-porter Group, and retains substantial voting rights in the company.

Categories: Bell and Ross, Bremont, Chopard, E-commerce, Industry news, IWC, Nomos, Panerai, Piaget, TAG Heuer, watches