Panerai has joined the growing list of luxury brands turning Boston’s Newbury Street into one of the great destinations for watch enthusiasts and collectors in the country.
Richemont storefronts include IWC, A. Lange & Sohne, Cartier, Vacheron Constantin and Van Cleef & Arpels.
Family-owned Long’s Jewelers runs a Rolex boutique and multibrand fine jewelry showroom anchored by Patek Philippe. Shreve Crump & Low has its historic store on the golden half mile along with Richard Mille, Hublot and Tiffany & Co. boutiques.
Panerai has adopted its signature style of a moody black interior that mixes modern technology with its historic associations with mariners and adventurers.
It has Panerai’s iconic oversized luminescent clock, looking down on a blend of concrete finish, marble-effect flooring, wood veneer and metal grids.
Fitters have used the color blue throughout to symbolize the sea and the numerous marine-inspired elements and details are expressions of the brand’s integral connection with the underwater and diving world, Panerai describes.
Customers might be guided to a counter or invited to a more relaxed conversation within a lounge or library furnished with Italian fixtures.