IF YOU’RE NOT FAMILIAR with Officine Panerai, now is your moment to revel in its 163 year Italian watchmaking heritage that started in Firenze, Italy. For last week, esteemed guests of the Maison were invited to celebrate its latest Australian outpost at Chadstone, the Fashion Capital of Melbourne.
The luxury shopping precinct is the perfect new home for the Italian luxury watch manufacturer, with the new boutique typified by the unique aesthetic and watchmaking design code of the storied brand.
“The opening of this boutique, the second one in Australia, represents a significant milestone”, said Jean-Marc Pontroué, Panerai’s CEO, “As well as reflecting our brand’s commitment to the Market, the space—designed by the Panerai Studio in Milan—mirrors the Maison’s DNA while ensuring that we deliver a complete Panerai experience to our wonderful Australian clientele”.
From the moment you step foot into the new Panerai boutique, you’ll be immediately immersed into the fascinating world of all things Panerai, which has long been inspired by the ocean, its maritime history, the spirit of discovery, and of course, the highest level of watchmaking technicality.
The new Panerai boutique is much more than just a visual representation of the brand, but rather, a sensual discovery for those wishing to learn more about its fascinating history. A harmonious blend of concrete, marble-effect flooring, wood veneer and metal grids are intertwined to represent the brand’s rich Italian architecture and design history. The use of the colour blue dotted throughout is reminiscent of the sea and the numerous marine-inspired elements of Panerai, and the scent of the boutique is even the same as you would find in its original Florence boutique.
The layout of the boutique is also incredibly intentional, and seamless—it’s designed to narrate the brand’s story while accompanying customers through the different collections of the Panerai universe. The space is as much a testament to Panerai’s commitment to excellence in craftsmanship as it is an homage to the brand’s heritage and identity.
Naturally, Panerai is well-stocked with some of its most renowned collections, such as the Radiomir, Submersible and Luminor collections. Together with the core collection of Panerai timepieces is a selection of high-complication and special edition Panerai references, which further tell a story of watchmaking of the highest calibre.
As per many renowned watchmakers, Panerai develops and crafts its movements and watches at its Neuchâtel manufacture—the home of many great Swiss watch brands. But what makes Panerai unique is its ability to amalgamate the finest watchmaking savoir-faire with an Italian design flair that’s represented across many different cultural facets, from the entertainment world through to the maritime world, and even automotive world.
For one night only, Panerai brought a slice of Florentine hospitality to Melbourne (we’re talking richly decadent profiteroles and millefoglie), with official guests of the Maison—which included the likes of Esquire’s feature talent Lincoln Younes, Megan Gale, Jordan and Zac Stenmark plus a host of ‘Paneristi‘—treated to a sumptuous dinner at Melbourne’s iconic Di Stasio restaurant in celebration of the Maison’s latest Australian offering.
On hand was a selection of Panerai’s latest collection highlights for guests to marvel at, with an official watchmaker also taking guests through a dedicated masterclass in watchmaking finesse in a private room.