Panerai strengthens its presence in the heart of New York with a brand-new Madison Avenue boutique, its largest in the world, reflecting the vitality and strength of the dynamic city’s streetscape. Right in the lively centre of one of the most prominent global destinations for luxury shopping, Casa Panerai takes place, offering clients an unparalleled experience where Swiss watchmaking meets the Italian spirit.

Home to an extensive collection of watches, both historical and contemporary, the store welcomes clients with elements visible from the sidewalk, an LED screen displaying captivating images that convey the brand’s connection to the marine realm and its spirit of adventure, and a larger-than-life iconic luminous green wall clock.

Inside, an immersive timeline spanning nearly 30 feet along an original exposed brick wall highlights significant milestones of the Maison’s history in a multidimensional exhibition with materials including reproductions of original mechanisms, copies of patents and certifications and interactive models. Approachability and accessibility are cornerstones of the boutique, encouraging clients to feel at ease, move through the space unhurriedly and interact with the watches without glass barriers. The experience may be self-guided or aided by a Panerai representative to the client’s preference. For female wristwatch lovers, the store includes a dedicated zone centered on the Luminor Due Collection. The space features soft, rounded furnishings and an oceanic influence that pervades the room, with walls covered in artisan-crafted variegated blue resin that evokes the kaleidoscopic hues of the sea. To complete Panerai’s heritage and aesthetic sensibility, the interiors feature furniture from Italian interior designers while a coffee bar sits on the upper level to offer a relaxing break. To celebrate the opening of Casa Panerai, the Maison will launch an exclusive timepiece from its high-end collection – a new Radiomir Tourbillon Bronzo – along with a series of events infused with Italianità – its quintessential Italian spirit.

The palette of events and activations, taking place from 2 to 8 June in conjunction with Italy’s Republic Day, include cocktail receptions, wine tastings and special encounters with dedicated guests, including the Paneristi, as well as a preview of Peter Millar’s fall collection. The celebrative week culminates in a crescendo on World Ocean Day, which embodies the Maison’s dedication to preserving the sea, during which the brand will organize a global mobilization to collect one tonne of plastic. “The opening of Casa Panerai flagship boutique on Madison Avenue in New York City is a significant milestone, being the square one of the most prestigious destinations in the world. It is a vision in line with our brand’s commitment to our clients and values, with the store designed to provide excellence both in our products and service to complete the Panerai experience” says Jean-Marc Pontroué, the Maison’s CEO. “The boutique has been conceived and designed entirely by the Panerai Studio, the Maison’s in-house creative agency based in Milan. Constantly working to ensure the brand’s aesthetic is in line with our brand values, the new Casa Panerai is the ultimate expression of our DNA. Our boutiques are places to live, created to welcome customer who feels immediately at ease and surrounded by the Italian style” says Panerai’s Creative Director, Alvaro Maggini.

A special edition Luminor to accompany the opening

To further celebrate the new location, Panerai launches the Luminor BiTempo New York Edition, a special edition available in 212 pieces. Luminor BiTempo is set in a 44mm titanium DLC case with a grey matte shaded sandwich dial. DLC, also known as diamondlike carbon coating, is a specific treatment technique applied to the titanium material that combines high performance and aesthetical appeal giving the timepiece an unmistakable sleek black look and high hardness and durability.