Panerai Opens A Boutique On Amsterdam’s Watch Street
In the past few months and years, Amsterdam’s most famous shopping street has quickly turned into a Valhalla for watch enthusiasts. And now they have another reason to set their destination to Amsterdam! Officine Panerai opened a new boutique on the PC Hooftstraat in Amsterdam last week.
Panerai, founded by Giovanni Panerai in Florence in 1860, is famous for its welcoming boutiques worldwide. The most historical one is in the Italian city where it all started, one I visited approximately 20 years ago for the first time while wearing my PAM00113. It also left a lasting impression because of the historical watches, depth gauges, compasses, and other mechanical instruments they had on display on the first floor. Seeing those watches was something you had to particularly request, which was a tip from other Paneristi.
Panerai Boutique Amsterdam
A lot has changed in those two decades, including the style of the Panerai boutiques worldwide. And now there’s also one close to the Fratello HQ.
Panerai and retailer Schaap & Citroen opened the doors of their first boutique in the Netherlands. Behind the large window with the big Panerai logo above, you will find a mixture of modern interior and that typical Italian atmosphere (marble floors). Besides wood, metal, and lots of blue, there’s a (barista) bar where you can sit and see and try some of the Panerai watches that are in stock. But the first thing you will probably notice when you enter the store is the large wall clock inspired by the incredibly bright Panerai Luminor dials.
No cappuccino after 11:00
Enjoying an espresso or something sweeter in this (Italian) setting, you can look at the available Panerai references, including some of the special (boutique) editions. At Watches and Wonders in recent years, we noticed that Panerai has cleverly used tablets to explain the watches. This combination of experiencing a Panerai model both in the flesh and digitally is something the brand also embedded in the new Amsterdam Panerai boutique.
Panerai sets the bar high with this new boutique. It’s a space that is also incredibly suitable for introduction events to show new Panerai models to clients or hosting small collector events for the local Paneristi. Whether you live in the Netherlands or are just visiting, if you’re a fan of Panerai watches, make sure to put a visit to this new boutique on your to-do list.
The Panerai boutique is located at PC Hooftstraat 128, in the center of Amsterdam. With sufficient parking spaces nearby and easy access by public transport (or, in very Dutch fashion, by bicycle), there’s no excuse not to visit!
The boutique is open every day of the week. For more details about opening times and contact information, visit this page.
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