Panerai has unveiled a completely new style of flagship store that will be a template for boutiques around the world.
The concept has been given the description of Modularità Espressiva (modular expression) as it blends Italian design with physical and digital features.
It is first being used in Panerai’s Geneva showroom on Rue du Rhône.
Panerai’s luminous green wall clock is the first thing customers see as they enter the store along with a large video wall for product presentations.
TV screens and touchscreen monitors are also used to display details while watches are secured and presented in open displays so that people can touch them.
The Geneva store takes up two storeys, with the upper floor dominated by an art deco bar and a large lounge for socialising.
A Luminor Geneva Boutique Special Edition has been launched to mark the opening of the Panerai boutique.
Priced at €9,700, the watch is available only at the Panerai Geneva Boutique.
Extreme adventurer Andy Torbet signs with Panerai
In other Panerai news, Andy Torbet, an underwater explorer, extreme adventurer and
stuntman, has become an official Friend of the Brand.
Mr Torbet built his career on working in high-risk environments, from airborne and underwater bomb disposal in the military to a career in stunts and action for science and wildlife documentaries to blockbuster movies.
All the while he was honing his skills as a cave diver and technical deep-sea diver.
“Panerai has a long history spearheading the design and creation of truly robust, precision instruments for underwater use, especially in zones beyond the reach of light. They understand once one submerges and leaves dry land behind, time is precious, and control is critical. My work may appear dangerous, but every risk is calculated and controlled. I am often wholly reliant on the technology I carry with me to survive and explore the darkness, whether operating by sea, land, or air,” Mr Torbet says.
