Panerai unveils the signature design elements of its new boutique in Chicago

An invitation to discover the universe of the Legendary Maison

Panerai, the luxury Italian watchmaker, is proud to announce the relocation of its boutique in Chicago. Located on Oak Street, the boutique embodies the brand's center pillars: Italianity, the world of the sea, Modern Heroes, and technicity. These elements blend seamlessly to capture the essence of the Maison, taking customers on a sensory journey that merges luxury, heritage, innovation, and the spirit of discovery.

Beginning from the exterior, the boutique's windows foster a visual dialogue with the world outside, inviting bypassers to glimpse inside the Panerai world, igniting their curiosity and encouraging them to step into the Watchmaker’s world.

Inside, the narrative continues with the iconic luminescent clock, retro illuminated to recall the Super-Luminova® fluorescence, a shared feature in all Panerai watches. This fully operational timepiece, strategically placed for elevated visibility is an unmistakable nod to the brand’s DNA, underscoring the enduring theme of luminescence. Enhancing the boutique’s immersive environment is the impactful LED wall. This feature performs a dual purpose - it deepens the in-store experience while simultaneously drawing attention from beyond the windows. As much a part of the boutique’s interior as its exterior, these LED walls serve as lighthouses, guiding customers into the world of Panerai. 

As clients enter the space, they are greeted by a distinctive scent and music. They are welcomed by a harmonious blend of concrete finish, marble-effect flooring, wood veneer and metal grids – materials chosen not only for their aesthetic appeal but also for their representation of the brand’s values. The marble-effect flooring is inspired by Italy’s rich architecture and design history. The  wood  veneer  and  metal  grids  contribute  to  the boutique’s contemporary aesthetic. The use of the colour blue to symbolize the sea and the numerous marine-inspired elements and details is an expression of the brand’s integral connection with the underwater and diving world.

The layout is designed to narrate the brand’s story, accompanying customers through the different collections of the Panerai universe. The brand’s connection to Modern Heroes is another cornerstone of the boutique’s design. Clients are not just shopping for a timepiece, but immersing themselves in a space that captures the essence of these modern-day heroes, their adventures and their spirit, that form a meaningful part of the Panerai universe.

The inimitable allure of Italian hospitality exudes from the walls of every Panerai boutique, greeting visitors with warmth as familiar as home. The boutiques, each thoughtfully curated, serve not as retail outposts but as embodiments of an elevated Italian experience — one centered around warmth, familiarity and the easy comfort. These spaces are as much a testament to Panerai’s commitment to excellence in craftsmanship as they are an homage to the brand’s heritage and identity, where every visitor is welcomed as an esteemed guest. 

Also available is a dedicated space that not only functions as a café, but pays homage to the coffee tradition, inviting customers to savour in a convivial setting. The blend of rich Italian flavours with the tactile exploration of Panerai’s products creates a multi-sensory shopping experience.

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.