How Panerai’s latest boutique in Mumbai is an ode to its Italian heritage and the world of the sea

Panerai recently inaugurated its third boutique in India at the Jio World Plaza—Mumbai’s largest luxury mall. While the brand has been present in India for nearly 14 years and has nine other points of sale, the latest boutique introduces the brand’s signature design concept. Thanks to large glass windows, without even going in, passersby get a glimpse of the brand, especially the bold luminous green Panerai clock that takes up nearly one whole wall. An ode to the Super-Luminova fluorescence, a shared feature in all Panerai watches, this fully operational timepiece—strategically placed for higher visibility—is an unmistakable nod to the brand’s DNA, underscoring the enduring theme of luminescence.

Making the store unlike any other watch store in India is an espresso bar, called Bar Italiano, on one side of the store. A unique feature of Casa Panerai (how the flagship stores are referred to) in New York, Paris and Milan, the espresso bar in Mumbai welcomes guests to enjoy a cup of coffee while looking at beautiful watches.

“While we are a Swiss brand in terms of where the location of production is based, we are originally an Italian company,” says Jean-Marc Pontroue, Panerai’s global CEO. “If there is one thing the world appreciates, it is Italian hospitality. So, it’s important for us that you don’t enter the watch boutique just to buy a watch...but may be simply to enjoy a nice cup of coffee. And that’s why in most of our stores which are above 60 sqm, we are replicating what we have in Casa Panerai in New York, Paris, and Milan, which is the espresso bar. I’m very proud that Mumbai is the first boutique in India to have the bar. If you like Italian espresso just come and enjoy a nice moment.”

Spanning over 60 sqm, the Panerai Jio World Plaza boutique reflects a blueprint that shapes the aesthetic and atmosphere of Panerai—its Italian heritage, the world of the sea and its technical prowess. These elements blend seamlessly to capture the essence of the Maison—that opened its first boutique in Florence over a 100 years ago—taking customers on a sensory journey that combines elegance, tradition, creativity, and the spirit of exploration.

The boutique is a tasteful combination of metal grids, wood veneer, marble-effect flooring, and concrete finish—materials that are chosen not only for their aesthetic appeal but also for their representation of the brand’s values. The metal grids and wood veneer add to the boutique’s modern design. The use of blue symbolises the sea and the numerous marine-inspired elements represent the brand’s integral connection with the underwater and diving world. Panerai initially started working with the Italian navy.

The boutique houses timepieces from all of Panerai’s collections—Luminor, Luminor Due, Radiomir and Submersible. While Luminor—with its emblematic, patented crown-protecting device—represents the essence of Panerai, Luminor Due—with its thinner case—is the most versatile amongst the brand’s creations. The Radiomir, on the other hand, is all about Panerai’s legendary history and, with its refined and vintage details, is the most classic line. The Submersible, finally, captures the brand’s natural playground, the world of sea, with its diving watches developed for modern heroes.

Panerai will open 45 new boutiques worldwide this year, taking the total number of stores to over 220 across the globe.