Panerai Luminor Geneva Boutique Special Edition (PAM02121)
Panerai, the high-end Swiss-Italian watch brand, has just opened a new boutique in Geneva, marking the occasion with the release of a ‘Special Edition’ model (PAM02121). Angus Davies discusses the growing trend for watch companies to open their own mono-brand boutiques.
Most watch brands expend much time and effort in the pursuit of product excellence. However, such endeavours can yield little reward if the retailer doesn’t play its part. As an unabashed horophile I have visited numerous multi-brand stores. Some of my experiences have been excellent, enticing me to return again and again. Conversely, I have visited some retailers and my shopping experience has been woeful. Typical failings include poor stock availability, a lack of product knowledge, poorly lit areas and, lastly, arrogant, aloof or rude staff.
In recent years, several manufacturers have chosen to open their own boutiques. This approach addresses the aforementioned shortcomings, thereby delivering a wonderful customer experience. Purchasing a watch is a special occasion that should be treated as such. Indeed, I have always felt more inclined to spend money when holding a glass of Champagne!
However, another benefit of a company owned boutique is that it can become a brand universe with fixtures and fittings consistent with the company’s image. For example, a brand that sells divers’ watches may wish to install an aquarium within the boutique, complete with fishes and a life-size dummy, resembling a scuba diver. Ultimately, it is about creating a brand experience that differentiates the watch firm’s boutique from other retailers.
Panerai has clearly seen the wisdom in operating its own boutiques. From a personal perspective, I have visited the brand’s boutiques in Dubai and London and on both occasions my experience proved positive. Now, the Swiss-Italian firm has rolled out the red carpet again, this time in central Geneva. Horophiles are able to visit the prestigious shopping enclave of Rue du Rhône and immerse themselves in Panerai Land. Watches are presented adjacent to various diving apparel, a reference to the company’s subaquatic history. Likewise, a Vespa from 1956 and the accompanying sound of an espresso machine remind visitors of the firm’s Florentine origins.
Some multi-brand stores will inevitably raise their game, while industry laggards will sadly flounder. One thing is certain, the advent of more mono-brand boutiques promises to deliver improved service, something that will warm the heart of all horophiles.
And if that wasn’t enough to tempt any self-respecting Paneristi to board an easyJet flight and visit Geneva, the high-end brand has made a limited-edition boutique-only watch as a further inducement to travel. The Panerai Luminor Geneva Boutique Special Edition (PAM02121), limited to 121 pieces, is dressed in grey tones and looks devilishly handsome. ‘Speeding Boarding anyone!’
The brand’s press release – boutique
Panerai is the product of distinct traditions rooted in two countries: the sophistication of Swiss watchmaking artistry and an illustrious history of design inheritance from Italy. Situated at 21 Rue du Rhône in Geneva, in one of the most prestigious streets in the world, Panerai proudly unveils its unprecedented flagship store concept named “Modularità Espressiva”: two whole floors characterized by innovative modularity and Italian design blend physical and digital features to deliver a unique sensorial experience.
Upon entering the boutique, Panerai’s iconic luminous green wall clock may be the first element to grab customers’ attention, but one of the most striking novelties is the presence of a large videowall on which product can be impressively projected and magnified.
TV screens and touchscreen monitors are also available to display details that are of interest, while glassless lightbox displays break down the barrier between customer and product and invite them to interact with the watches.
To reinforce this principle of experiential interaction, underneath the staircase leading to the second floor is a corner dedicated to the Laboratorio di Idee, a wall with portholes that “allows customers to touch and see Panerai’s philosophy of creating and developing new materials and movements in a transformative and sustainable way” states Creative Director Alvaro Maggini.
This core vision comprised of sustainable building and transformation is echoed in the modular lounge on the second floor.
A stunning room with Italian furniture and iconic design pieces adorn the bright space, complemented by Italian literature and design books and, of course, some of the most prestigious high complication and special edition Panerai references.
The lounge can undergo a rapid transformation and become an elegant dining room in occasion of press and client events. When not in the lounge, clients are invited to visit the next-door bar area.
The bar in Art Deco style comprises one of the main elements in this area, a dual space that functions both as a café and drinks bar as well as an interactive rotating shelf through which customers can play and discover their favourite strap and case combination. A moveable platform follows the curve of the bar and allows customers to enjoy an Italian coffee or signature aperitivo during the experience.
The bottom of the bar structure is composed of ten containers holding ten different coffee beans from around the world, turning a core component of Italian culture and habit into an impressive piece of art.
An original Vespa from 1956 and a beautiful library housing glassless product displays and Italian vintage elements complete the setting. A modular stand-alone display shelf area can be used to highlight the novelties of the moment or major partnerships: when needed however, these shelves can be folded down onto themselves to create further walking space.
The peak of the floor’s animation however is in the shape of a curious periscope, behind which customers can see relevant Panerai stories unfold.
This new creative concept, “Modularità Espressiva”, will be soon adopted in Panerai boutiques all over the world, redesigning the brands’ relationship with its customers.
The brand’s press release – watch
Panerai is the product of distinct traditions rooted in two different countries: the sophistication of Swiss watchmaking artistry and an illustrious history of design inheritance from Italy. They are the foundation of a respected brand that mixes advanced horological and aesthetic achievement. To celebrate its Swiss soul, the brand was inspired by the city of Geneva and conceived a new Luminor, which will be exclusive to the Geneva boutique.
To coincide with the debut of the Panerai boutique at 21 Rue de Rhône in Geneva, the brand will release the Luminor Geneva Boutique Special Edition in a limited edition of 121 pieces. A matte black 44mm case composed of titanium with DLC coating anchors the contemporary watch. And for the first time in the brand’s history, a grainy dial accompanies the P.5000 movement, a manually wound calibre with an eight-day power reserve, a characteristic shared with models Panerai produced in the past for underwater commandos.
Additionally, an image of the majestic Jet d’Eau fountain, Geneva’s most famous landmark, appears engraved on the caseback as a tribute to the city. Two straps, one in recycled-based PET and another in green rubber, complete the offering with strikingly different styling options for the sporty timepiece, which is water-resistant to 30 bar (~300 meters).
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