On 19th July, Panerai launched its headquarters once again, this time transformed into a Museum and a store model that recovers its values: a return to lasting craftsmanship and fascination for adventure. Thus, offering the perspective for the future of the brand, an anticipated vision thanks to Giuseppe Panerai’s insight. The headquarters is located in Piazza San Giovanni, in the wonderful city of Florence, Italy. Inside the boutique the exhibitors resemble rectangular portholes that watch the underwater world, the brand’s ‘natural’ habitat since Panerai got its first request from the Italian Royal Navy in 1936. The number of shop windows, four in total, coincides with the product ranges that reflect Panerai’s centenary evolution: Radiomir: Centennial, Luminor, Luminor Due and Submersible. Each is distinguished by a colour: military green, dark brown, 1970’s yellow and Navy Blue. Installed inside the exhibitors, one can admire the historical pieces that served as the basis for further innovations. And the Italian hospitality is represented by the presence of a display that is an element that will eventually be in the boutiques around the world. In the centre of the Museum, on the first floor, between the original furniture and some document files, Giuseppe Panerai's sitting in his Office. He’s busy reading a note and raises slightly his head when a visitor gets closer. It is therefore a wax figure, a Musée Grévin’s work, in Paris’ 9th district.
