Bert Casal

Panerai’s New Concept Store

The Italian watch brand unveils their flagship boutique in Geneva.

If you walk along Rue du Rhône, Geneva’s most prestigious street, you will find yourself standing in front of Panerai’s newest flagship concept store. Upon entering the boutique, Panerai’s iconic luminous green wall clock greets you. Another dominant feature is a large video wall where the store’s products can be projected and magnified. TV screens and touchscreen monitors are also available to display details that might interest you. Around the boutique, glassless lightbox displays are present, offering a better interaction between the product and the customer.

Beneath the staircase that leads to the lounge, customers will find the Laboratorio di Idee, a will with portholes that “allows customers to touch and see Panerai’s philosophy of creating and developing new materials and movements in a transformative and sustainable way” as stated by Creative Director Alvaro Maggini.

The lounge is a stunning room with Italian furniture, accented by Italian literature, design books, and some of the most prestigious high complication and special edition Panerai references. If there is an occasion, the lounge maybe transformed into an elegant dining room for press and client events.


The bar area has a dual space that functions both as a café and drinks bar as well as an interactive rotating shelf through which customers can play and discover their favourite strap and case combination. A moveable platform follows the curve of the bar and allows them to enjoy an Italian coffee during the experience. A modular stand-alone display shelf can be used to display current novelties. And, when needed, they can be folded down to create more walking space.

This new creative concept is what they call “Modularità Espressiva”. It is Panerai’s way of redesigning the brand’s relationship with its customers. This concept will soon be adopted in Panerai boutiques around the world.

The next time you’re in Geneva, make sure to drop by 21 Rue du Rhône and experience Panerai’s concept store for yourself.