The luxury watch brand Panerai, one of the sponsors of the Italian sailing team Luna Rossa Prada Pirelli which is participating in the 37th edition of the America’s Cupopened a boutique this Wednesday at 104 Paseo de Gracia in Barcelona, with the help of the Rabat-based jewelry group. Jean-Marc Pontroué, CEO of Panerai, presented one of the latest innovations of this company that combines Italian design with Swiss precision engineering: the limited edition Submersible Elux LAB-ID watch, on sale for only 24 hours ending at 9 a.m. this Thursday, September 5, at a price of 108,000 euros including VAT.
Pontroué recalls that Panerai patented Elux in 1966, an electroluminescence technology used for example by the Italian Navy. Developed and applied to the watch, this technology allows it to be completely illuminated in the dark and also submerged in deep water without the need for a batterybecause the brand has developed an automatic mechanical movement system that can provide up to half an hour of continuous luminescence, which is considered an important technical milestone, given the limited energy available compared to traditional batteries. The CEO of Panerai stressed that the Elux LAB-ID PAM01800 is a limited edition of 150 pieces, and that 50 units will be produced for three consecutive years at a rate of 50 per year.
Regarding his association with the Luna Rossa Prada Pirelli team, Pontroué stressed that “it is closely linked to Panerai’s maritime heritage and our quest for barrier-breaking performance. “This collaboration,” he added, “is a natural extension of our brand’s core values.” The firm also presented various watches within the Luna Rossa collection. These are pieces inspired by the technologies and materials used in the America’s Cup and the needs of the Italian team, prepared to face every challenge, whether on board a racing yacht or swimming beneath the waves.
The boutique opened on the corner of Rosselló Street has an area of 48 square meters of commercial space. Its design is a reinterpretation of the identity of the other Panerai stores, which combines Italian style with the technical expertise of Swiss watchmakingThe façade features clean lines with two large windows and a display case through which passers-by discover the sporty elegance of the interior.
In the center of the store A large wall clock stands out, always present in the brand’s boutiques, reflecting Panerai’s leadership in luminescent innovations.The interior of the store also incorporates elements in maritime-inspired blue tones and decorative objects that pay homage to the Barcelona Mediterranean and the most important sailing competition in the world, the Copa América.
Panerai was founded in Florence in 1860 as a workshop, shop and watchmaking school. For many decades it supplied its precision instruments to the Italian Navy in general and to divers in particular. Its Luminor and Radiomir developments were protected by the Military Secrets Act for many years and were only launched on the international market after The brand was acquired by the Richemont group in 1997..
