It also owns Cartier, Vacheron Constantin, Piaget and the trendy Italian navy watch, Officine Panerai.

FORBES: Time Is Money

Journe and Panerai on this list of cool watches from the show.

FORBES: The 10 Coolest Watches in Geneva

Such is artist Damien Hirst's love of the more genteel Panerai Italian watch brand that he uses them as inspiration for his art.

WSJ: Where True Value Lies

For those enamored of esoteric complications and names to match, Italian brand Officine Panerai offers the sure-to-lure Luminor 1950 Rattrapante 8 Days Titanio .

WSJ: The Face of Watchmaking's Future at SIHH and GTE

Forces from within made him concentrate on how wearing a Panerai (albeit a fake) would make him feel, a prediction that turned out to be shortsighted and inaccurate.

FORBES: Why Do Our Decisions Get Derailed?

In 2011, for his "Beautiful Sunflower Panerai Painting, " he used hundreds of black Panerai watch faces, without their hands, to create a spin painting for the "O'Clock" exhibition at the Triennale Design Museum in Milan.

WSJ: Where True Value Lies