Panerai has introduced its application for the iPhone. And yes, I have it my iPhone. I love the start screen (I am biased as I like the brand). It is the Luminor Marina Automatic version of the watch as the start screen.
As with application of these type, there is the usual functionality, like a catalogue showing the novelties for 2010, a boutique search (limited to Panerai boutiques only, sadly), latest news (updated monthly) and a 'memory' game. Pretty cool.
The catalogue is comprehensive. You can view the front and the back of the watch and a short description of the watch is also provided.