Get Ready For Panerai To Go Off In NYC!

New York city is without a doubt my favorite city in the world after London. The energy, the electricity, the people and the institutions that make this place so alive, is what every mofo around the planet comes to see. NYC has always been about starting trends and dying fads all in the same breath. This hip vibrant city houses the best boutiques in the world on one Avenue. As far as watch boutiques go, I must say there aren't any that give me a stiffy, until now. I don't know if your all ready for this, but by December first, Panerai will open yet another boutique making their mark and endorsing their presence on Madison Ave. right next to their sister brand Alfred Dunhill.

This will be Panerai's second boutique in the United States after the launch of their Beverly Hills Boutique in 2005. This is very historic and important moment for the brand to be in NYC, as it has been a long time in the making. Even though Panerai's authorized dealers in NYC are all within the same vicinity, the opening of the NYC Boutique will only strengthen the message of the brand and legitimize their authorized dealers even further. I spoke to Chad Warrick, Panerai Boutique director for Beverly Hills and he says that "All the new boutiques being built will be built on the new concept of the brand, which will primarily focus on modernity and the future of the brand which is the Manufattura". Gone are the days of a lot of dark wood panels like the original Florence Italy boutique which still captures the historic character and charm of the brand, but since the concept of the brand today has evolved into the manufacturing of in house manufactured movements, the aesthetic will be much more clean, minimalist and still have the spirit of Panerai with the infamous portholes, along with subtle hints of wood wrapped with a lot of brushed steel. This boutique like the manufactura will be the latest in innovation combined with that old school integrity makes it not just a place to purchase a fine timepiece with so much history depth and rarity, but a place to unwind and experience true passion without taking life so seriously.

This boutique's location will be 545 Madison Ave and will roughly be about 1,000 Sq Ft in size, which is pretty impressive considering there will probably be less than 10 watches on display if we are so lucky. So people, I want you to relax and get ready because Panerai is about to go off in NYC, and become one of the greatest monumental staples the city has to offer!

pic courtesy of www.panerai.com