Panerai was a relatively peripheral brand in the UK just a few years’ ago, with a handful of partners such as Berry’s, Laings and Watches of Switzerland stocking its watches.
The brand is far more busy now. It opened a boutique on London’s Bond Street at the end of 2017. This was followed by a placement at Harrods and Richemont has since raised the brand’s profile through more effective marketing and a number of pop-up installations.
That has encouraged retail partners to get behind the brand. Berry’s in Leeds, for example, has opened a first floor monobrand space for Panerai at its Victorial Quarter store.
This year there has been a striking temporary installation featuring a giant octopus at Harrods’ Fine Watch Room and the same octopus emerged from the deep at Flannels, an upmarket fashion store in central London.
Now Panerai is back in the fashion world with an installation within the menswear department at Harrods that highlights the watchmaker’s association with Luna Rossa, a flying mono-hull sailboat that will compete in the 2021 America’s Cup. Panerai is the official timekeeping partner for the team.
The pop-up, which can be found on the 2nd floor menswear department of Harrods until December 24, has a retrospective on the America’s Cup and a scale-model of the Luna Rossa.
Panerai is showing the current Luna Rossa watch collection including its Luminor Luna Rossa Regatta – 47 mm (PAM01038), the Luminor Rossa Chrono Flyback – 44 mm (PAM01037), the Luminor Luna Rossa GMT – 44 mm (PAM01036) and Submersible Luna Rossa- 47mm (PAM01039).