Having reached the important milestone of 75 years in business this year, Verga 1947 embarks on a new adventure with the opening of its fourth shop in Milan. "Challenges are in our DNA, ever since as far back as 29 April 1945, when the desire was born to open a family-owned watchmaking shop, which was fulfilled with the first opening in Via Mazzini in 1947," says Umberto Verga, President of Verga 1947. From the Corso Vercelli shop opened in 1997, to the gamble on the 'second wrist', to the opening in the new Gae Aulenti area, the company has faced a constant challenge to find new areas in Milan where it can propose its watchmaking offer, based on passion, expertise and personal relations with its customers.
Starting from the first single-brand store in Via Mazzini (near Piazza Duomo) in the heart of Milan's historical centre, thanks to the continuity of the family, now in its fourth generation, and to a vision that is always dynamic and predisposed to development, Verga 1947 is now ready to 'colonise' what is the new directional area of Milan, namely the Gae Aulenti area, which has become an icon of change, business and the image of an increasingly international city. This strategy began in 2015, thanks to the experience of Umberto Verga, combined with the contemporary approach of his sons and the new management, with the opening of the boutique located in Via Capelli 6. By virtue of the excellent feedback, Verga 1947 has therefore decided to focus once again on this district, opening a second space dedicated to the luxury segment.
On 7 November, the fourth Verga 1947 shop was inaugurated in Via Capelli 4, near Piazza Gae Aulenti. The new point of sale, which covers an area of about 120 square metres, is characterised by two large open-space display areas dedicated to sales, where four prestigious brands such as Rolex, Tudor, Cartier and Pomellato are displayed. The interior architecture consists of two pyramid-shaped spaces that exploit the height of the shop. Crystals, bronze details and large chandeliers make the atmosphere elegant and refined.
An integral part of what is the Verga family's most innovative shop is undoubtedly the technical workshop on view, which faces directly onto the shop, and where all modifications, customisations and, of course, repairs will be carried out. The new shop complements the existing store in Via Capelli 6, which will soon become a Patek Philippe flagship store.
