Panerai is excited to announce the opening of its new boutique in Barcelona. Located at the buzzing Paseo de Gracia 104, this boutique marks another milestone in the expansion of the Maison’s distribution network and its partnership with the Luna Rossa Prada Pirelli sailing team.
The launch, taking place during the 37th America’s Cup in the Spanish city, is part of a series of events and launches of the Maison’s initiatives to highlight this sporting collaboration.
“We are delighted to open the doors to our new boutique in Barcelona, a city that
Jean-Marc Pontroué, CEO, Panerai
encapsulates style and dynamism, mirroring Panerai’s ethos of honouring tradition with
innovation. The opening that coincides with the America’s Cup races is a great occasion to
both celebrate our partnership with the Luna Rossa Prada Pirelli sailing team and to reaffirm
our commitment to the Spanish market.”
Strategically positioned in a vibrant area of Barcelona, the boutique occupies 48 square meters of retail space. Its design is a contemporary take on Panerai’s identity, marrying sleek Italian DNA with the technical expertise of Swiss watchmaking. The boutique aims to provide an engaging experience for visitors, allowing them to delve into the world of Panerai, where every detail reflects the brand’s commitment to historied past and technological advancement.
The exterior is characterized by clean lines with two prominent windows that draw the eye and allow passersby to glimpse through. Inside, the boutique continues the theme of sporty elegance with a carefully curated interior that blends functionality and style. The design incorporates rich, dark wood panels contrasted with bright, luminous displays. Central to the space is a striking illuminated clock display, echoing the Panerai’s distinctive ownership of luminescent innovations.
The boutique’s interior features maritime-inspired blue accents and decor elements that nod to the nearby sea and the ongoing America’s Cup, integrating local culture with the brand’s identity. Minimal and essential, the space is divided thoughtfully, with distinct areas for different product lines with lighting design playing a crucial role in setting the boutique’s ambiance. Large, floor-to-ceiling windows ensure that the interior is bathed in natural light during the day, complemented by sophisticated artificial lighting solutions that accentuate key displays and architectural features.
The new Panerai boutique in Barcelona will debut with a series of events in conjunction with the 37th America’s Cup, where sporting and watch aficionados can experience a slice of the racing thrill through the Maison and the Luna Rossa Prada Pirelli sailing team’s shared journey in pushing the limits of performance.
“Studio Panerai developed the boutique’s design entirely, embodying our ethos of
Alvaro Maggini, Creative Director, Panerai
innovation and heritage. Every aspect is crafted to enhance the customer experience by
incorporating distinctive Italian design with an emphasis on the technical mastery that
our Maison represents, making this boutique a true embodiment of Panerai’s DNA.”
For more information please visit Panerai