Casa Panerai arrives in Paris

December 2023

Casa Panerai arrives in Paris

In a historical mid-19th-century building, Panerai unveils its new Casa Panerai, nestled in the heart of Paris at 120 Avenue Des Champs Elysées. Drawing inspiration from both French baroque elements and the clean, essential lines typical of Italian rationalism, the new boutique reflects the emblematic charm of the city with its antique-style moldings and classic Parisian façade, keeping intact the spirit of the original architectural details.


t the core of this venture lies a deep-seated respect for artisan craftsmanship, a commitment mirrored in every facet of the boutique’s design. Panerai’s in-house creative department took the helm in spearheading, directing, and executing this project, dedicating themselves to a process grounded in detail and dedication.

“Paris, one of the world’s most vibrant cities, is the perfect stage for Panerai’s rich heritage and continued innovation. It’s a city that effortlessly blends centuries of history with modern dynamism, much like our brand. This boutique is a journey, a confluence of design eras, and a tribute to enduring craftsmanship. The Panerai boutique in Paris invites you to a space where every detail is a chapter in a timeless story. Our presence here reaffirms our commitment to bringing the Panerai experience to the world’s most prominent locations,” says Jean-Marc Pontroué, CEO of Panerai.

The Parisian store, the largest in France, covers over 200 sqm. Rather than a regular renovation, the design approach echoed a true restoration. Enlarged and elevated, the space is conceived to be in perfect harmony with its storied past. This blending of the classic with the contemporary has a dual soul; while it celebrates its classical origins, there’s a distinct touch of the industrial and modern, crafting a symbiotic relationship between the past and present.

Casa Panerai arrives in Paris

The design team created a space beyond just shopping — it’s a home for Panerai’s clients and those who wish to learn more about the Maison. Here, everyone is a special guest, stepping into a living narrative that showcases Panerai’s rich history through a 360-degree experience. The goal is to make everyone feel at home, deeply connected to the brand’s story, merging tradition and innovation. In this breathing space the Bar Italiano is a dedicated space that functions as a café and drink bar, and an homage to the Italian tradition of aperitivo, inviting customers to savour the art of conviviality.

In a bold departure from the usual, the windows remain devoid of products. Instead, the emphasis is on discovery. From the moment clients enter the boutique, they are greeted at the reception, making each visitor’s experience personal and tailored. Guests are then escorted to one of five exclusive suites, designed to offer an in-depth experience of the Panerai world, including an area dedicated to smaller sizes, featuring soft, rounded furnishings with walls covered in artisan-crafted variegated blue resin that evokes the kaleidoscopic hues of the sea. The iconic luminescent clock is present, a fully operational timepiece reflecting Panerai’s enduring theme of luminescence. Enhancing the boutique’s immersive environment is the large LED wall that spans two floors elevating the in-store experience.

Casa Panerai arrives in Paris

Every contour, including the restored moldings as well the materials used throughout the boutique, have been carefully selected to honour the spirit of the building. This is particularly evident in the details of the staircase. The wood used in the stairs mirrors the existing materials, while the custom design of the staircase is crafted by a French blacksmith based on sketches and plans approved by Panerai. A remarkable detail is the brass ‘P’ subtly embedded in the staircase structure, referencing Panerai’s iconic logo.

Casa Panerai arrives in Paris

Through an evolutionary journey that encompassed over 15 preliminary hand-drawn designs and the concerted effort of 10 companion ironworkers, specialists in high-end art metal work, over a span of more than two months, the team drew inspiration from the monumental ramps of the Art Nouveau style department stores from the 1800s. These ramps, composed of volutes, double volutes, stylized foliage, and arabesques in flat iron, were realized in the purest tradition of high French ironwork. The craftsmanship manifests in a series of nuanced finishes that resonate with the allure of an aged patina, translating the storied past into a tangible experience.

Along the staircase, guests will discover various frames containing representations of past Panerai watch patents and vintage advertisements. Casa Panerai Paris also features a museum section on the first floor dedicated to showcasing Panerai’s most historical collection pieces.

The continuous merge of classic and modern elements continues across different levels of the boutique, with the ground floor featuring a replicated parquet flooring that matches the design language of the original flooring on the upper level. Two original fireplaces have also been restored and are matched with furnishings handpicked from renowned Italian brands.

“We sought to blend the unique architectural elements of the historic city with Panerai’s signature design ethos. We aimed to harmonize the boutique’s historical details with Panerai heritage and modern aesthetics. Every corner, from the meticulously restored moldings to the specially engineered staircase, embodies this assertive blend of past and present” says Alvaro Maggini, creative director.

Casa Panerai arrives in Paris

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