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Panerai opens the doors to a new Casa Panerai in Milan

Casa Panerai lands in Milan's prestigious Montenapoleone district, officially opening its doors on 9th of November. Spanning 220 square meters, a significant leap from its previous 120 square meters, the new space embodies all the distinctive pillars of our Maison in watchmaking excellence with an Italian spirit.


Upon entering, guests are greeted in a welcoming area, designed for those who seek quick services including strap changing or information on products. The boutique's highlight, a state-of-the-art digital wall, offers an immersive digital journey through the world of Panerai, showcasing its products, manufacturing process, and distinctive experiences.


The second floor introduces the Salotto Milanese, an embodiment of Italian charm and Milanese sophistication. Bar Italiano complements this space, providing a relaxed environment for guests to enjoy a coffee or savor a quintessential Milanese aperitif.


True to our roots, we’ve designed a heritage area for aficionados to dive into the brand's storied past, featuring historical timepieces and a timeline that narrates Panerai's significant milestones. The high-end area awaits those eager to explore Panerai's complications and movements, offering a glimpse into the brand's exceptional craftsmanship and innovative spirit.


For the collectors, a special Collector Corner has been curated, displaying rare vintage pieces and serving as a hub for the diverse Panerai communities, while an exclusive VIP area provides a secluded setting for top clients to engage in a ‘touch and feel’ session, ensuring privacy and an uninterrupted Panerai experience.


To commemorate the opening, we unveiled a special edition timepiece, PAM02319 Luminor Marina Milan Edition – available in 319 pieces – in reference to the address of this space.