Panerai Unveils Casa Panerai – A Milestone Boutique in New York City

On June 1st, 2023, the Panerai watch brand announced the opening of its largest boutique, Casa Panerai, on Madison Avenue in New York City, reinforcing its presence in the United States, an up-and-coming market for the watch industry over the past two years. Designed by Panerai Studio - the brand’s Milan-based in-house creative agency Casa Panerai immerses clientele in a fusion of Swiss horological expertise and Italian design. “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,” said Jean-Marc Pontroué, CEO of Panerai.

Designed by Panerai Studio - the brand’s Milan-based in-house creative agency Casa Panerai immerses clientele in a fusion of Swiss horological expertise and Italian design. “The opening of Casa Panerai on Madison Avenue is a significant milestone and a testimony of our commitment to our clients and our brand values,” said Jean-Marc Pontroué, CEO of Panerai.

Casa Panerai dedicates a space to the brand’s history and the Luminor Due Collection For women’s watch lovers. The boutique, designed to be approachable and accessible, reflects pure “Italian Style” in its choice of furnishings and in the coffee bar on the upper level for a relaxing break. Panerai's Creative Director, Alvaro Maggini, commented, “Our boutiques are places to live, created to welcome customer who feels immediately at ease”.

To celebrate the boutique's opening, Panerai presents a new timepiece, the Radiomir Tourbillon Bronzo. This watch showcases the brand's technical expertise and respect for historic designs, with a bronze case that acquires a unique patina over time through natural oxidation. The use of bronze pays tribute to the brand's maritime heritage, as this material has traditionally been associated with naval engineering due to its resistance to seawater and humidity. Indeed, bronze has been widely used in manufacturing ship components, marine equipment such as compass housings and barometers, ship propellers, and hard-hat diving suits. The watch is powered by the P.2015/T caliber, a hand-wound tourbillon movement weighing just 15.3 grams thanks to the titanium bridges, visible through the sapphire crystal on the front and back of the watch.

Another limited-edition watch created especially for the occasion is the Luminor BiTempo New York Edition, limited to 212 pieces. This exclusive watch is equipped with an automatic P9010/GMT caliber and offers two time zones, making it a practical accessory for travel. The titanium case is accompanied by a recycled plastic strap, a reminder of Panerai's environmental commitment.

Founded in 1860 in Florence, Italy, Panerai has grown from a small workshop to an international luxury watch brand renowned for its craftsmanship, Italian design flair, and horological expertise. The opening of Casa Panerai marks a new chapter in the brand's history.