Luxury Italian watchmaker Panerai celebrated the opening of Casa Panerai on June 1, its first American flagship store in New York City–situated on Madison Avenue, this location is the Maison’s largest boutique yet. To commemorate the milestone Panerai invited VIP guests for an “Aperitivo in Piazza,” co-hosted by CEO Jean-Marc Pontroué and Chris Pratt, who has been a long-time wearer of the brand. 

Guests enjoyed the full exhibition of Panerai’s legacy collections amongst display of a classic Tuscan piazza, complete with a radiant wall clock, crafted blue resin detailing, a coffee bar, Italian Bar, and a multidimensional timeline of Panerai’s history. Creative Director Alvaro Maggini and U.S. Brand President Phillipe Bonay attended alongside the New York social scene of Aldis Hoge, Kelly Bensimon, Nick Wooster, Rōze Traore, and more. 

Of the flagship store and it’s opening event, Jean-Marc Pontroué says, “We are so excited to be opening this new flagship store in one of the most vibrant cities in the world. Having Chris with us tonight is an honor: he is a friend of the brand, and a real-life representation of Panerai’s Modern Hero. Casa Panerai represents a new immersive experience for our customers where they can dive into our collections, technical Swiss savoir-faire, history and passion for the Sea but, above all, where they can feel at home, relaxing at our Bar Italiano, in a true Italian spirit.” 

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Photographed by Rupert Ramsay and Max Lakner of BFA.