Luxury-watch maker Officine Panerai is known for its big and bulky timepieces. But its bestsellers are becoming smaller and smaller, largely due to Chinese buyers.
Its original military watches had 60 millimetre dials, yet the Italian brand now sells models as small as 38mm in China because of the preference there for more discreet products.
The watchmaker’s pivot to making smaller modes is an example of how luxury goods makers are retooling to suit Chinese tastes. This process is being…