Located on the northeast corner of 63rd street and Madison Avenue in New York City, yesterday afternoon we had the pleasure of attending the opening of the ‘Casa Panerai New York’, the brand’s largest global flagship. The opening event kicked off with an ‘Aperitivo in Piazza’ —the Italian tradition of having a little something before heading out to dinner at a city square or neighborhood locale— right on the sidewalk adjacent to the new boutique. Mini pizzas baked by pizzaioli, decadent gelato, limonata, chinotto, a espresso bar, passed piccoli morsi —small bites— and a flower stand transported us to the hustling streets of Milan or perhaps Rome.

To bring the Italian vibes even closer to home, a nice selection of vintage Alfa Romeo cars where parked right outside the boutique. During the red carpet arrivals, actor Chris Pratt —a big Panerai collector— made his grand entrance driving down the street alongside Panerai’s CEO Jean-Marc Pontroué in a gorgeous vintage red Alfa Romeo Giulietta.

With the new Casa Panerai, the brand strengthens its presence in the heart of New York City with its largest boutique in the world on 711 Madison Avenue, reflecting the vitality and strength of the dynamic city’s streetscape. Home to an extensive collection of watches, both historical and contemporary, the store welcomes clients with elements visible from the sidewalk, an LED screen displaying captivating images that convey the brand’s spirit of adventure, and a larger-than-life iconic luminous green wall clock.

For ladies’ watch lovers, the store includes a dedicated zone for the Luminor Due collection. The space features soft, rounded furnishings and an oceanic influence that pervades the room, with walls covered in artisan-crafted textured blue resin that resembles the dynamic color of the sea. 

“The opening of Panerai’s flagship boutique on Madison Avenue in New York City is a significant milestone, as the square is one of the most prestigious destinations in the world. It is a vision in line with our brand’s commitment to our clients and our values, with the store designed to provide excellence both in our products and service to complete the Panerai experience,” says Jean-Marc Pontroué, the Maison’s CEO.

The Casa Panerai is open from Monday thru Saturday from 10am to 6pm. The exquisite space also presents for the first time a totally new look for a Panerai Boutique. 

“The boutique has been conceived and designed entirely by the Panerai Studio, the Maison’s in-house creative agency set in Milan. Constantly working to ensure the brand’s aesthetics is in line with our brand values, this new Flagship store is the ultimate expression of our DNA. Our boutiques are places to live, created to welcome the customer, who feels immediately at ease and surrounded by the Italian style” says Panerai’s Creative Director, Alvaro Maggini. 

After the ‘Aperitivo in Piazza’ we headed inside the boutique for a decadent cocktail hour filled with Campari Spritz and great conversation with Philippe Bonay and Jean-Marc Pontroué. A wonderful afternoon and evening during a hot late spring day in the city that never sleeps.

Congratulations to Panerai on the opening of the Casa Panerai and thank you for having us.

For more info on Officine Panerai click here.