This June, Panerai unveiled Casa Panerai, its new global flagship—and largest boutique to date—on Madison Avenue in New York. It is but one of several major milestones the Italian watch manufacturer has had in the past few years, especially since Jean‑Marc Pontroué joined as CEO in 2018.
With Pontroué at the helm, Panerai has opened about 100 boutiques around the world in the space of five years. This fiscal year alone, it will open 35 new stores. when he was in town this May to introduce Panerai’s 2023 novelties. “Ten years ago, the principle was still very much to be in multi‑brand stores, with just a couple of boutiques, but today, the focus is on our boutiques. It’s a big transformation and decision. The best platform to really showcase a brand today is through a mono‑brand platform.”