Welcome to Casa Panerai

First Milan, then New York, and now Paris! On November 23, 2023, Panerai and its charismatic brand ambassador Mike Horn cut the ribbon of its new Parisian flagship boutique. The perfect opportunity for Frank Sans C to interview the intrepid explorer and get him to share some stories. Exclusively for the opening of the boutique, Panerai introduces a complication watch that melds the finest Italian design and the latest Swiss technology.

By Florence Halimi, Florence Halimi
Mike and Frank, thick as thieves

Panerai picked the most beautiful avenue in the world for their new Parisian flagship boutique. Nestled in a lovely mid-19th century Haussmann building on the Champs Élysées, the boutique boasts 200 square meter space that captures all the majesty of the Florentine Maison, founded in 1860, and whose workshops are in Neuchâtel, Switzerland.

Panerai’s new Parisian boutique occupies the 120, avenue des Champs-Élysées, in the 8th arrondissement of Paris.

Casa Panerai does more than just welcome guest, it treats them like family, receiving them with a customised service. Reinforcing this homey feel is the fact that no watches are on display, further proof that this is a place like no other. The boutique nonetheless boasts five retail spaces, one of which is dedicated to women, and their ‘Bar Italiano’ a pleasant reminder of the Italian’s love for aperitivo.

A unique space within the boutique is the ‘Bar Italiano’, celebrating the Italian tradition of aperitivo.

“After the New-York and Milan flagships, Panerai inaugurates its lastest one in Paris. The Maison will be launching a new timepiece, exclusive to the Paris boutique, to mark the occasion. This new complication watch melds the finest Italian design and the latest Swiss technology.”
Jean-Marc Pontroué, Panerai’s CEO

The retail spaces give off a feeling of intimacy that feels like home.

The interior decorating is a savvy blend of contemporary and classical design, consistent with Panerai’s image of a brand that aptly combines tradition and innovation. This effect is achieved via the use of robust natural materials such as wood, marble and wrought iron. Panerai brought in this generation’s most talented craftsmen, including a dozen expert blacksmiths, to work on the stunning staircase leading to the first floor.

As you walk up the grand staircase, you will notice framed Panerai advertisements and some of their old patents.

Within the chest lies the jewellery watch

As in every Panerai flagship boutique, you are greeted with their iconic luminescent clock (as well as the colossal LED wall that spans two floors). This clock is, of course, always on time, and it is this timely nature that Panerai strives to beautify in its watch cases. These cases are a fine combination of cutting-edge Swiss technology and refined Italian design.

The first thing you notice as you enter is that the clock reigns supreme.

An in-store exclusive model

The PAM01364 in-store exclusive model is the crowing timepiece of the Parisian Casa Panerai. This complication watch was specially designed for the inauguration. It anchors itself firmly in the Radiomir Annual Calendar collection but also sets itself apart thanks to its sublime sandwich dial whose silken green hue highlights the Arabic numerals and the luminescent indices.

The PAM01364, an in-store exclusive model.

The seconds appear in an aperture at 9h, and the day and date at 3h. A new feature is the months of the year (in Italian), which circle the flange and are signalled by an arrow at 3h pointing outwards to the spinning disc. The whole piece is immediately and effortlessly decipherable. It has a self-winding mechanical movement (P.9010/AC calibre) which can be glanced through the sapphire glass perforated back case. It is set in a 44mm cushion shaped case made of polished Panerai Platinumtech™.

This trademark alloy allows the platinum to keep its silver sheen, its integrity, and its resistance. This timepiece distinguishes itself by the dark brown alligator strap, its three-day power reserve, and the fact it is water resistant up to 100 meters. All these features truly make this watch the explorer’s best friend, like Mike Horn, Panerai’s ambassador, who was at the flagship boutique’s inauguration last November.


Click here to read the Radiomir Annual Calendar Platinumtech™ technical sheet.


Casa Panerai Boutique – 120 avenue des Champs-Élysées, Paris 8e