Panerai Unveiled A New Flagship Concept Store In Zurich

Situated at Bahnhofstrasse 32, in one of the most prestigious streets in Switzerland, Panerai unveiled the Zurich flagship, the second concept store after Geneva.

Consisting of two floors, the space features an imaginative modular lounge setting and engaging, interactive technology that creates an immersive environment offering a direct, sensory experience with Panerai watches and the lifestyle they have given rise to. The open and accessible design dissolves conventional barriers between clients and any product they may want to explore.

Guided by the four pillars that define the Panerai identity, the concept store design communicates the elements that connect the brand’s past and future: Italianity, the Sea World, Technicity and Modern Heroes.

Founded in Italy and still profoundly inspired by its Florentine origins, Panerai draws from its Italian design inheritance and cultural grounding to inform both the brand’s watches and the look and feel of the concept store. Iconic furniture designs and objects created by Italian makers punctuate the interior, including the lounge area, which can quickly convert to a dining room for special occasion.

And the Bar Italiano is a zone with an interactive rotating shelf displaying numerous combinations of straps and cases while also providing a setting for the quintessentially Italian ritual of coffee drinking or signature aperitivo during the experience.

The Sea World and the adventurous souls who take to the sea to test their limits have played a part in forming Panerai’s character and origin story. Its aesthetic influence translates into animated displays that bring a glimpse of the underwater world within the walls of the concept store.

A permanent exhibition emphasizes Panerai’s history, tracing the brand’s evolution from its origins and establishing its rise to become one of the world’s most esteemed watch brands. A timeline that highlights ten key moments in the brand story, offers a visual representation of the sustained focus on innovation and technicity required to produce exceptional results.

The Zurich boutique brings to life the concept of Modern Heroes through visuals that highlight the most adventurous achievements of Mike Horn, Panerai Ambassador and legendary explorer.

This new creative concept transforms the store’s atmosphere and redesigns the brand’s relationship with its customers: making it a destination for leisure, connection and compelling experiences.

About Panerai

Founded in Florence in 1860 as a workshop, shop and subsequently school of watch-making, for many decades Panerai supplied the Italian Navy and its specialist diving corps in particular with precision instruments.

The designs developed by Panerai in that time, including the Luminor and Radiomir, were covered by the Military Secrets Act for many years and were launched on the international market only after the brand was acquired by the Richemont Group in 1997.

Today Panerai develops and crafts its movements and watches at its Neuchâtel manufacture. The latter are a seamless melding of Italian design flair and history with Swiss horological expertise. Panerai watches are sold across the world through an exclusive network of distributors and Panerai boutiques.

www.panerai.com