In the art and fashion blended city of Milan, Panerai has opened a new boutique, further solidifying the brand’s deep connection with this historic city. The new store is located at 19 Via Montenapoleone in the lively heart of Milan, covering an area of 160 square meters. The space design is filled with brightness and warmth, presenting customers with a brand new Panerai world. Inheriting the style of the flagship store in New York, the new Milan store showcases the charming “Casa Panerai” style.
Panerai CEO Jean-Marc Pontroué said, “We are committed to sharing the story of Casa Panerai with the world. Each boutique is not only a showcase for our products, but also a home where customers can experience the spirit of Panerai. Milan, a city full of vitality and fashion culture, is an ideal location for our new store. We aim to provide customers with an exceptional Panerai experience, combining watch knowledge, warm hospitality, and the brand’s Italian charm.”
The flagship store is designed with two floors, with the lower level featuring an iconic wall clock and a giant LED screen wall, guiding customers into the world of Panerai. The second floor serves as a high-end exhibition area, showcasing the brand’s history through an immersive timeline. The “Bar Italiano” in the central location provides a comfortable space for customers to enjoy coffee while shopping for their favorite watches.
Creative Director Alvaro Maggini mentioned, “Our design inspiration comes from the vibrancy, elegance, and timeless charm of Milan itself. The goal is to create a living room with a Milanese flair, providing customers with a familiar and welcoming space. Every detail pays homage to Panerai’s core values and origins. The opening of this new store marks the beginning of a new chapter in the brand’s story.”
To celebrate the opening of the new store, Panerai has launched a limited edition Luminor Chrono Flyback chronograph watch PAM01498, with only 200 pieces available worldwide. This chronograph watch features a 44mm ceramic case and is equipped with the Panerai P.9100 automatic winding mechanical movement, with a flyback chronograph function that allows for instant resetting of the timer. The green sunray dial contrasts sharply with the black ceramic case, making the small seconds dial and the tachymeter scale on the bezel clear and easy to read.
