Panerai unveils a new Milanese boutique, continuing the ‘Casa Panerai’ narrative

In the heart of a city rich in history, art, and culture, Panerai strengthens its presence with a new boutique in the prestigious Milanese golden triangle. Right in the bustling center of Via Montenapoleone n. 19, the universe of the Maison unfolds in a bright, welcoming space spanning 160 square meters. Encompassing two floors, the new Milanese home offers a captivating continuation of the ‘Casa Panerai’ narrative, which began with the recent opening in New York.

“We continue the exciting journey of sharing the Casa Panerai narrative across the globe. Our boutiques are not just stores, but true homes that encapsulate the spirit of Panerai — steeped in history, innovation, and distinctly Italian DNA. Milan, with its vibrant cultural scene and position as a global fashion capital, is a fitting location for our newest Casa Panerai. Here, we hope to offer an elevated retail experience that blends education, hospitality, and the effortless comfort that is so innate to our brand,” says the Maison’s CEO, Jean-Marc Pontroué.

An embodiment of an elevated customer experience, the warmth and familiarity of Italian hospitality seep through the boutique walls, greeting visitors with a convivial and welcoming atmosphere. Incorporating influences of the city, the design reflects the ambiance of a Salotto Milanese with unmistakable classic design elements, including white plaster finish, moldings, cornices, and minimalistic ceiling lighting. These features merge with Panerai’s aesthetics to highlight the brand’s key pillars: Italianity, the world of the sea, modern heroes, and technicity.

From the outside, the Panerai logo, bold, and distinct, synchronizes with the expansive, transparent windows, while the Maison’s iconic luminescent clock that greets visitors upon entry is an unmistakable nod to the brand’s DNA, underscoring the enduring theme of luminescence. Enhancing the boutique’s immersive environment is the eye-catching LED wall. This feature amplifies the in-store experience while simultaneously drawing attention from beyond the windows. As much a part of the boutique’s interior as its exterior, the LED wall serves as a lighthouse, visually guiding customers into the world of Panerai.

The boutique’s ground floor welcomes the guests showcasing Panerai’s iconic timepieces. The collections are harmoniously displayed along the walls, on the counter and on tower cabinets made of dark wood and green, blue, or black marble, hues that reflect Maison’s inherent spirit and aesthetic.

At the entrance, clients can take a look at the display featuring the jacket and shoes used by Max Sirena, the team director of the Italian sailing team Luna Rossa Prada Pirelli. A notable figure in the sailing world, he exemplifies the values of strengthand pioneering spirit, characteristics that align with the Panerai brand.

Upon ascending to the first floor, the impact of the timeline design feature is immediately apparent. This immersive approach offers a visual overview of Panerai’s rich history and evolution, engaging customers in an informative journey through the brand’s legacy that leads up to the final stage of the opening of Milan Casa Panerai.

The first floor is a plush area equipped with low tables, armchairs, a bar, and a client counter. At the heart of the space is the ‘Bar Italiano’, which offers not only a casual space for customers to relax with a coffee or a drink but also an additional showcasing and selling space.

Underlining the brand’s Italian DNA, the boutique is furnished in Italian pieces, anchored by the exclusive reproduction of the original piece of the Pavone chandelier by Gio Ponti, that hovers above the bar counter.

The boutique is illuminated with abundant natural light, thanks to the expansive shop windows and additional windows that overlook both Via Montenapoleone and the internal courtyard. This design not only lights up the boutique but also provides a stunning view, creating a shopping experience that is elegant and inviting. Design objects and books accentuate the coziness of the Casa Panerai experience.

“The inspiration behind the design was the city itself — its energy, elegance, and timeless beauty. We aimed to create a space that feels like a Salotto Milanese, a welcoming living room where customers can immerse themselves in the Panerai universe. Every detail was meticulously chosen to celebrate the Panerai’s pillars and roots. With this new opening, we continue to write our story, offering a unique window into our brand’s heritage and evolution,” says creative director, Alvaro Maggini.

An exclusive special edition to celebrate the new boutique

To commemorate the new location at 19 Via Montenapoleone, Panerai launches the PAM02319 Luminor Marina Milan Edition – a special edition available in 319 pieces – in reference to the boutique’s address.

An iconic Panerai model and symbol of Italian design, the Luminor Marina reigns as one of the bestsellers with its contemporary and sporty appeal. An evolution of the Maison’s legacy intertwined with the Italian Navy, including innovations as the crown-protecting device and the new Luminor luminous substance. Created for military use for easy legibility in dark environments, the invention and continuous improvement to Officine Panerai’s timekeeping instruments culminated in the Panerai emblematic model. The Luminor Marina has since won over the hearts of watch lovers, cementing itself as an icon of contemporary high-quality sports watchmaking.

The new Luminor Marina Milan Edition is set in a 44mm steel DLC case with a blue shaded sandwich dial in a blue and black colour combo. DLC, also known as diamond-like carbon coating, combines high performance and aesthetical appeal giving the timepiece an unmistakable sleek black look and high hardness and durability due to a treatment technique applied to the steel material. A small seconds dial sits at 9 o’clock and the date window at 3 o’clock, while the white SuperLuminova™ is a sophisticated match to the dial. Featuring the emblematic Luminor patented crown protecting device with the name ‘Milano’ engraved on the lever, the closed case back is engraved with a landmark Milanese scenery that features the Duomo and Galleria Vittorio Emanuele II.

PAM02319 is paired with a blue strap made of a material obtained from recycled PET designed to reduce environmental impact. 7.8 grams of the strap are made of recycled materials, corresponding to 68% of the total strap weight (11.5 g). The timepiece also comes with a second rubber bracelet made from high-quality rubber for advanced abrasion resistance as endurance for oils and corrosive agents. Fitted with the P.9010 automatic calibre with a power reserve of three days, the Luminor Marina Milan Edition’s play on blue tones references its connection to the sea.