Panerai Unveils Casa Panerai Its Largest Boutique Ever In The Heart Of New York City

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.

Casa Panerai New York City © Panerai

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.

“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.

Casa Panerai New York City © Panerai

A fitting debut for a milestone opening

Panerai is thrilled to present the new Radiomir Tourbillon Bronzo, a masterpiece that pays tribute to its legendary history and embodies the essence of the Radiomir. A fitting centerpiece for Madison Avenue, one of the most important openings in the Brand’s history, the Tourbillon Bronzo represents a true work of art that showcases the Maison’s commitment to craftsmanship and innovation.

Combining technical feat and historical design, Panerai’s first-ever 45mm tourbillon movement is set in a bronze case that showcases a characteristic vintage look. Through the natural oxidation process, the bronze material evolves according to wear and tear, and its seasoned and retro appearance becomes completely different, adapting to the wearer’s individual surroundings and giving each piece a unique patina. A supple vintage calf leather strap in brown matches the bronze and ever-present is the cone-shaped crown, an element that distinguishes the Radiomir collection from other Panerai timepieces.

At its core is Panerai’s masterfully executed and patented tourbillon for its innovative mechanism, with a cage that rotates every 30 seconds instead of the conventional one minute along an axis perpendicular to the balance wheel. It is a sui generis design angled to ensure the movement’s precision and to offset the effects of gravity.

The complication is a visual feast complemented by the latest open-worked bridges that enhance the architectural visibility of the tourbillon, made for the first time by Panerai with a military green coating obtained by an innovative ALD deposition process of atomic layers of aluminium oxide.

The watch is powered by a P.2015/T calibre, a hand-wound unit weighing just 15.30 grams thanks to the titanium bridges, that is visible through the sapphire crystal on the front and open back of the watch. Two barrels in a series give the watch a power reserve of up to 4 days, visible on the power reserve indicator on the back side.

The watch features a second time zone (GMT function) denoted by a central arrowed hand and the 24-hour counter placed at the 3 o’clock position with a night/day indicator. Without a dial, the timepiece’s details appear even more intriguing as if suspended in a void – the gold-gilded 3D Radiomir logo decal is set on a sapphire crystal background while the flying applied indexes in beige Super-Luminova® illuminate in green in the dark.

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 diamond- like 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.

The timepiece, with its automatic P9010/GMT calibre, delivers a three-day power reserve. Displaying two time zones, the tip of the GMT hand is gilded in tone-on-tone grey to match the shades of the titanium DLC case, while the white Super-LumiNova® gives a sophisticated finish to the look. The dial also features the indexes with a small seconds dial at 9 o’clock and the date window at 3 o’clock. The emblematic Luminor crown protecting device is engraved with the name ‘New York’ on the lever, while the closed case back is adorned with a scenery of the Brooklyn Bridge.

The special edition is paired with a grey strap made of recycled PET designed to reduce environmental impact. 7.8 grams of the strap are made of recycled materials coming from post-consumer waste, corresponding to 68% of the total strap weight (11.5 g).