Founded in Florence in 1860 as a workshop, shop and school of watch-making, Panerai has for many decades, supplied the Italian Navy and its specialist diving corps in particular, with precision instruments that were once covered by the Italian Military Secrets Act.
Today, the Florentine luxury watchmaker heralds the reopening of its flagship boutique at ION Orchard, Singapore’s premier mall located in the heart of the city.
First debuting in 2011, the 145-square-metre boutique’s rebirth reveals a dynamic facade emblazoned with animated screens and an interactive ecosystem within that seeks to redefine the client experience in the Panerai universe.
Upon entering the boutique, one’s first encounter with the space is a wall clock 3 metres in diameter, depicting a large-scale version of Panerai’s legendary Luminor Marina PAM01312 dial, with the hour hand, minute hand and numbers in Panerai’s iconic luminous green Super-Luminova markings.
The workshop’s window framed with an illuminated Luminor silhouette, reveals a peek into the specialised work of coat-clad in-house watchmakers. Further expressing the brand’s technical prowess, the brand’s high complications and rare models are displayed in watch cloches outside the workshop.
Panerai’s refashioning of its flagship boutique illustrates the breadth of Italian design and the brand’s glorious past embedded in the history of the Italian Navy. Oakwood, burnished brass and walls adorned with photographs evoke the spirit of Italy, the brand’s country of origin, and emphasizes Panerai’s association with the seas.
Beyond the public area is an exclusive lounge which is the first in Asia, designed for Italian Aperitivo and lifestyle experiences alike, and reserved only for the most valued clients.
“We are very proud to have recreated one of Panerai’s most significant boutiques amidst these exceptional times,” says Jean-Marc Pontroue, CEO of Panerai. “We strive to continue pushing boundaries to engage clients in search of product innovations and spectacular experiences.”
An extensive collection of more than 200 models are showcased at the boutique, including the new Luminor GMT ION Special Edition, 44mm (PAM01177), available in only 100 pieces and the first of its kind dedicated to the boutique. An authentic tribute to the “Lion City”, the singular character of the watch is amplified by discreet customization with the revered Lion Head, a special “Singapore” engraving and red, the dominant colour of the Singapore national flag.