Officine Panerai opened its first boutique with the new concept developed by the Milan-based designer Patricia Urquiola in Paris, France.
Located at number 5 of the prestigious Rue du Faubourg Saint Honoré, with an area of 100 square metres, Panerai’s second Paris boutique displays the collections and the most sought after special editions of the Florentine company.
Patricia Urquiola, the renowned Spanish designer, has reinterpreted the aesthetic codes and techniques of the watchmaking company in a timeless design. In the Paris boutique, the reinterpretation of Panerai’s values takes the form of an elegant, uncluttered space composed of sought-after materials – marble, bronze and wood – which suggest the universe of the sea, the brand’s Florentine origins and the technicity of watchmaking. The undulating glass evokes the waves of the sea while the elongated windows and the chandelier, inspired by the underwater universe, take us back to the origins of Officine Panerai. Patricia Urquiola’s design perfectly conveys the philosophy of the company, with its ability to combine modernity and tradition, the past and the future, design and technical expertise.
In the next months, the new boutique concept will also be adopted in four more cities of strategic importance to the brand: Florence, Hong Kong, Miami and New York.
“Entrusting the development and creation of our new Boutique Concept to Patricia Urquiola has been a stimulating challenge”, said Angelo Bonati, CEO of Officine Panerai, in his words of welcome. “I use the term ‘challenge’ because several influences have come together here: on the one hand, a de luxe watch brand with a military heritage, which always communicates in a subtle, exclusive way, referencing a universe of values and classic aesthetic codes by its restraint; and on the other hand, an eclectic Spanish designer endowed with a creativity unfettered by boundaries, which expresses itself through her love of colour and forms and her ability to surprise. We have found common ground in matters that appeal to the heart: the love of design, of rigorous execution, of consistency with the history of the brand and of the search for excellence.”
“I feel close to the values of technology and simplicity developed by Officine Panerai” explains Patricia Urquiola. “We have in common the love of design and technology highlighted in an original manner, never ostentatiously, where everything must appear simple. This is the essence of the brand. This approach embodies reliability, consistency and quality.”
With the opening of this second boutique in Paris, Officine Panerai aims to strengthen its presence in a prime market, France, where the Italian house already has a boutique at 5 Rue de la Paix, amidst the most prestigious international watch brands. With the opening of four new boutiques designed by Patricia Urquiola, Panerai will have 65 boutiques all over the world.
