Panerai Opens New Milanese Boutique

Panerai Opens New Milanese Boutique

Panerai has strengthened its presence in Italy with a new boutique in the prestigious Milanese golden triangle.

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.”

Jean-Marc Pontroué, CEO, Panerai

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, mouldings, 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.

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 strength and pioneering spirit, characteristics that align with the Panerai brand.

To commemorate the new location at 19 Via Montenapoleone, Panerai launches the PAM02319 Luminor Marina Milan Edition (above) – 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 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 aesthetic, 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.

Luminor Marina Milan Edition


Movement: Automatic mechanical, P.9010 calibre, created by Panerai, 13. lignes, 6.0 mm thick, 31 jewels, Glucydur® balance, 28,800 alternations/hour. Incabloc® anti-shock device. Two barrels. 200 components

Functions: Hours, minutes, seconds, date

Power Reserve: 3 days

Case: Diameter 44mm, Steel DLC. Brushed Steel DLC bezel. Brushed Steel Caseback. Sapphire crystal

Dial: Blue Shaded with luminous Arabic numerals and hour markers. Date at 3 o’clock and small seconds at 9 o’clock

Strap: Dark blue recycled PET, T/T , STD, 24/22. Trapezoidal brushed Steel DLC buckle, 22mm.

Waterproof: 30 bar (~300 metres)

For more information please visit Panerai

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