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PANERAI UNVEILS ITS NEW FLAGSHIP BOUTIQUE IN BEIJING’S PARKVIEW GREEN AND KICKS OFF THE “LUNA ROSSA CHALLENGE” IN CHINA WITH BRAND AMBASSADOR LI YIFENG

Beijing, 20th May 2021 – The Florentine-rooted luxury watchmaker, along with its brand Ambassador Li Yifeng, is proud to celebrate the grand opening of its new flagship boutique in Beijing’s Parkview Green, with a dazzling pop-up store exhibition of the brand’s 2021 novelties in the atrium of the mall.

Drawing inspiration from Panerai’s ties to the ocean, the exhibition is ingeniously executed with unmistakable Italian style to highlight the brand’s origins, while also expressing its marine DNA. A selection of exquisite timepieces is displayed in a dedicated pop-up store exhibition space, demonstrating the brand’s unique interpretation of fine watchmaking excellence.



Since 2019, Panerai has partnered with Luna Rossa Prada Pirelli sailing team inspiring the creation of an advanced watch collection realized with technologies and materials used in Luna Rossa sailboats.
To celebrate a lasting partnership between two legends of the sea, this exhibition will conclude with an engaging experience and kick off the Panerai “Luna Rossa Challenge” throughout China in 2021.

During this limited-time experience, which will be presented at several Panerai boutiques throughout Mainland China, guests will be able to test their endurance with a grinder machine and challenge their boat handling skills and tactics to compete for a chance to win exclusive Panerai prizes.

On the day of the grand opening, Panerai’s new Brand Ambassador Mr. Li Yifeng, together with Mr. Kuan Cheng, Managing Director China of Panerai, cut the ribbon and unveiled the flagship store along with the exhibition.

“As a Florentine luxury sports watchmaker, Panerai is characterized by pure Italian design and watchmaking excellence. This time, by bringing our 2021 novelties to Parkview Green, a new creative and design landmark in Beijing, we want our guests to take a deeper dive into Panerai’s unique style and extraordinary watchmaking expertise,” explained Mr. Kuan Cheng.

“Since its inception, Panerai has been inextricably linked to the ocean. Today, while appreciating the brand’s eye-catching timepieces, I also better understand Panerai’s relentless pursuit of innovation which defines its unmistakable identity,” said Li Yifeng.

At the event, Li appeared with a Panerai Luminor Marina - 44mm (PAM01314), featuring an iconic sandwich dial in a pure white color, highlighting the timeless aesthetics of simplicity. As the pronunciation of the numbers “1314” sounds similar to “now and forever” in Chinese, the reference number PAM01314 of the watch is a particularly romantic nod to the eternity of love on the 20th of May, the special Chinese Valentine’s Day, which sounds similar to “I Love You” in Chinese.