Panerai has opened its largest boutique in the world on Madison Avenue in New York City.
Guardians of the Galaxy star Chris Pratt was on hand to help Panerai’s global CEO, Jean-Marc Pontroué, with the ribbon-cutting duties ahead of an Italian-style aperitivo in the piazza party.
“It is an honor to join Jean-Marc and Panerai to officially open the new Panerai Casa flagship boutique in New York,” said Mr Pratt.
“I’ve been a long time admirer of the company and wearing their watches since the first Guardians of the Galaxy film. I could not be more proud to be here today to celebrate this important moment in the history of Panerai,” he added.
Philippe Bonay, US brand president and Alvaro Maggini, Panerai’s creative director welcomed guests to the double height showroom, which adopts the Italian styling of its flagship in Geneva with a coffee and cocktail bar, areas for branded Panerai merchandise, private consultation rooms, space for customer events and watch displays.
“Casa Panerai represents a new immersive experience for our customers where they can dive into our collections, technical Swiss savoir-faire, history and passion for the Sea but, above all, where they can feel at home, relaxing at our Bar Italiano, in a true Italian spirit”, said Mr Pontroué.
The experience starts outside the double-fronted store, with a large LED screen displaying promotional films and a huge luminous green wall clock visible through floor to ceiling glass walls.
In store, an immersive timeline runs nearly 30 feet along an exposed brick wall highlighting milestones of Panerai’s history.
Part of the store is designed specifically to appeal to female clients, with displays highlighting the Luminor Due collection in a space with soft, rounded furnishings and ocean-themed decoration.
The boutique, at 711 Madison Avenue, was designed by Panerai Studio, an in-house creative agency from Milan.
