Officine Panerai will open a London monobrand boutique in November, the company has revealed.
The boutique, at 30 New Bond Street, will be the second largest in Europe, beaten only by the flagship store in the brand’s historic home in Florence, Italy.
It will offer full after-sales service to UK customers, including an in-house watchmaker.
The location is currently next door to Hublot, at the Oxford Street end of Bond Street, but Hublot is moving South to Old Bond Street later this year, home to Cartier, Rolex, Patek Philippe and Wempe.
Panerai currently also has branded boutiques inside the Harrods Fine Watch Room and in Watches of Switzerland on Regent Street. It is also an anchor brand at the Selfridges Wonder Room run by Boucherer.
Officine Panerai will be taking over the New Bond Street site currently occupied by Anne Fontaine, a luxury womenswear brand.
Spanish designer Patricia Urquiola has been commissioned to design the Panerai boutique.
She has previously designed Panerai boutiques in Milan (pictured above), New York and Miami.
The distinctive elements of the Milan store are the use of oak, veined marble, burnished brass, bronze, and a special undulating glass that references the marine world to which Panerai is so strongly associated.