Watchonista: Volume 05 Exclusive Preview – Feeling at Home in Casa Panerai

When one thinks of the touch points of Italian culture, certainly cuisine pops into one’s head quickly. Wine, fashion, the arts, la dolce vita: They all follow along, but what about the Italian tradition of elevated hospitality?

“Opening your home to visitors is not only a tradition in Italy; it’s an art. If you’ve ever been hosted by an Italian family, you know what I am talking about,” Alvaro Maggini, the creative director for Panerai, told us during a recent visit. “[In Italian tradition] visitors represent an opportunity to provide comfort, warmth, connection, and an unforgettable experience for everyone. And this was considered at every stage of the design for our new U.S. flagship in New York City.”
 

In fact, this retail concept was conceived and designed entirely by Studio Milano, the brand’s in-house creative agency, which Maggini leads. Panerai CEO Jean-Marc Pontroué backed up Maggini’s vision, saying: “[His] vision is in line with our brand’s commitment to our clients and values, with the store designed to provide excellence and service to complete the Panerai experience.”

When it first opened in June 2023 as the largest Panerai flagship in the world, the boutique – dubbed Casa Panerai – landed a little bit more of Italy and that Italian concept of “casa mia, casa tua” spirit on 63rd Street and Madison Avenue in New York City.
 

Luckily, additional Casa Panerai flagships are opening in…