Located at 5 Via Camerelle, the new Panerai boutique is ready to welcome all lovers of fine watchmaking. Each of the House's boutiques is an expression of the brand's main pillars, namely Italian spirit, the world of the sea, Modern Heroes and technicality. Starting from the outside, the logo Panerai harmonises with the large windows, inviting passers-by to take a peek into the Maison's universe. Inside, the narrative continues with the emblematic luminescent watch, recalling the fluorescence of the SuperLuminova, a feature common to all Panerai watches.
Once inside, customers will find a harmonious combination of concrete finishes, marble-effect flooring, wood panelling and metal grilles to welcome them. These materials were chosen not only for their aesthetic appeal, but also for their representation of the brand's values. The marble-effect flooring is inspired by the rich history of Italian architecture and design, while the wood cladding and metal grids lend a contemporary aesthetic. The use of blue and the numerous marine-inspired elements and details are an expression of the House's deep connection to the world of the sea and diving.
The layout of the boutique was designed to tell the story of the brand, accompanying customers through the different collections. The brand's connection with Modern Heroes is another cornerstone of the boutique design. Indeed, the inspirational figures that embody the values of the Maison are emphasised through high-impact images. Customers therefore do not simply buy a watch, but immerse themselves in a space that captures the essence of these modern-day heroes, their adventures and their spirit, which form an integral part of the universe Panerai.
Depending on their preference, visitors can be guided to a counter or invited to a more relaxed conversation inside the lounge. Furnished with Made in Italy furniture and iconic design pieces, the lounge also includes a collection of Italian lifestyle and design books. The selection of special edition Panerai watches and high complications, as well as the use of interactive screens, invite visitors to explore the product range, combining physical and digital interactions. Panerai's new boutique in Capri is therefore a space that is as much a testament to the company's commitment to excellence in craftsmanship as it is a tribute to the brand's history and identity.
