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Panerai returns for the second year as Official Timekeeper to the 62nd edition of Salone del Mobile.Milano

Panerai, the luxury watch brand blending Italian design with Swiss watchmaking precision, returns as Official Timekeeper to the 62nd edition of Salone del Mobile.Milano, strengthening its historical connection with a global event representing, since 1961, a benchmark for the furnishing and design sector.

From 16th to April 21st, 2024, Panerai enriches the visitors experience with two distinctive touchpoints that reflect the event’s geographic spread: a captivating pop-up at Rho Fiera Milano and the recently inaugurated Casa Panerai in via Montenapoleone, right in the heart of the city.

These two hubs set the stage for a week of exciting animations and the unveiling of an emblematic timepiece exclusively dedicated to the Italian market for one month starting from 16th April, mirroring the brand’s continuous dedication to performance and technical innovation.

“We are thrilled to reaffirm our partnership with Salone del Mobile.Milano, a platform that aligns with Panerai’s values. This collaboration underscores our enduring connection to Milan, a city that epitomizes the pinnacle of creativity. Our goal through this unique engagement is to provide an all-encompassing experience that showcases the meticulous technicity, aesthetic finesse, and innovative spirit at the heart of Panerai” says Jean-Marc Pontroué, CEO of Panerai.

The 80sqm overlooking Corso Italia at Rho Fiera Milano are designed to draw visitors into the world of Panerai. While showcasing the brand’s rich heritage through a timeline and historical images, the set-up conveys concepts such as dynamism and competition, central to the Maison’s narrative this year. Entirely envisioned by Panerai Studio - the Maison creative department - the pop-up features a harmonious blend of wood veneer, metal grids and black marble, paired with a blue carpet, expression of the brand’s integral connection with the underwater and diving world. The Bar Italiano, enhanced with polished mirrors reminiscent of classic bars, offers a space where the Italian hospitality finds its best expression. Along with the latest novelties, Panerai’s most appreciated models and all four collections are on display.

The journey continues at the recently inaugurated Casa Panerai in via Montenapoleone, right in the prestigious Milanese golden triangle. For the occasion, the Maison’s Italian Flagship store will be continuously animated by exciting events throughout the entire week, offering the visitors a curated experience of the brand dynamic spirit. 

Founded in Florence in 1860 as a workshop, shop and subsequently school of watchmaking, for many decades Panerai supplied the Italian Navy and its specialist diving corps in particular with precision instruments.

The designs developed by Panerai in that time, including the Luminor and Radiomir, were covered by the Military Secrets Act for many years and were launched on the international market only after the brand was acquired by the Richemont Group in 1997.

Today Panerai develops and crafts its movements and watches at its Neuchâtel manufacture. The latter are a seamless melding of Italian design flair and history with Swiss horological expertise. Panerai watches are sold across the world through an exclusive network of distributors and Panerai boutiques.