anerai has just opened the doors to a brand new boutique right in the heart of Basel in partnership with leading watches and jewellery retailer Seiler Juwelier.

Strategically located at Barfüsserplatz 20, Panerai’s new Swiss address is designed to reflect the brand’s legacy and emblematic codes, beautifully combining elements of modernity, technicity, and a rich blend of noble materials. Italian marble flooring finds its roots in the Maison’s Florentine origins and is elegantly paired with selected wood and textile elements to create a warm and welcoming atmosphere.

From iconic masterpieces to the latest novelties, the timepieces’ display is curated to allow clients to browse and shop at ease while immersing in the brand’s universe. The window engages and invites with an oversized model of a complicated movement while the emblematic limited-edition models anchor the centre of the store.

On the picture, from left to right: Christine Jobert (Senior Sales Advisor), Alexander Seiler (CEO of Seiler Juwelier), Jean-Marc Pontroué (CEO of Panerai), Giovanni Cavagnoli (Italian Consul of Basel), Claudio Quattrini (Boutique Manager)

Two of the four pillars of Panerai’s store concept set the interiors; its Modern Heroes vision is represented by large-scale images of the modern explorer and adventurer Mike Horn, and Italianità is expressed through an Italian coffee and aperitivo bar serving aromatic espressos and sparkling Spritzs. Proposing Italian hospitality, guests can sip on coffee served in porcelain cups inscribed with ‘Barfi 20’ while trying on watch pieces on display at the bar counter.

“It is important that the Panerai boutique team consists of experienced specialists to meet the brand’s high standards. All our new employees are trained to ensure that Italianità is authentically lived,” said Alexander Seiler, owner of Seiler Juwelier. Customer service and product insights are top priority to create memorable in-store experiences – a core that Seiler Juwelier is familiar with as their brand stable includes Patek Phillipe and Maison Oris.

“After Geneva, Interlaken, and Zurich, we are delighted to deploy our new boutique concept in the heart of Basel. This new destination will convey the Italian lifestyle and design of our Maison to our clients and Paneristi,” said Panerai’s CEO, Jean-Marc Pontroué, on the opening of this new Swiss address.