Officine Panerai opens its firts boutique in Milan

By MyWatch
The boutique offers customers and enthusiasts an understated, elegant ambiance in which to see and purchase all the models in the Panerai collections as well as the Italian luxury watch brand’s most sought-after special editions.
The new 70 m2 Panerai boutique in Milan has a simple, classic Italian-style environment, designed according to a new creative concept that aims to enhance the store’s bright, transparent features. In honour of the historic association between Officine Panerai and the Italian Navy, the shapes and materials used recall the world of the sea: simple lines alternate with undulating wave-like structures, and everything is made of glass, white marble, steel and a special teak treated to achieve an even more “nautical” appearance. Inside the boutique, a large wall clock features one of the distinctive features of Panerai watches: the “sandwich” structure of the dial, in which two superimposed surfaces enclose a layer of Super-LumiNova®, used to make the index markers and numerals, guaranteeing depth and excellent visibility even in badly lit conditions.
The Milan boutique is the fourth in Italy. It joins the existing boutiques in Florence (the historical boutique in Piazza San Giovanni and the one inside the Four Seasons Hotel) and in Portofino, in the famous Piazzetta. The opening of the Milan boutique represents an important stage in the development of the exclusive world distribution network for Panerai watches, which can now count approximately 25 boutiques worldwide, a number set to double by the end of next year.
Founded in Florence in 1860 as a watchmaker’s shop, workshop and school, Officine Panerai was for many years the official supplier of precision instruments for the Italian Navy, mostly for the underwater special corps. The projects developed by the company at the time – including the Luminor and Radiomir watch – were covered by military secret until 1997, when the brand was purchased by the Richemont Group and launched on the international market. Officine Panerai is today the only Italian fine watch making company, developing and producing its own calibers and watches – a blend of Italian history and design with Swiss craftsmanship – in its own manufacture in Neuchatel, Switzerland. Panerai watches are distributed worldwide through an exclusive network and in the Panerai boutiques in Florence, Milan, Portofino, Geneva, Madrid, Moscow, Paris, Los Angeles, New York, Boca Raton, Buenos Aires, Beijing, Hong Kong, Macau, Shanghai, Taipei, Tokyo, Beirut, Doha, Dubai, Riyadh.
  • Boutique Officine Panerai front, in the heart of the Quadrilatero in Milan.
  • Teak, glass, white marble and steel adorn the space evokes the world of the sea in honor of the historic association between Officine Panerai and the Italian Navy.
  • Focus on a show-case with, perhaps, the Italian luxury watch brand’s most sought-after special editions.