Showcased first during the Salon Internationale d'Haute Horlogerie this year in Geneva, the new boutique design concept by the internationally-renowned Spanish-born Italian designer Patricia Urquiloa, complements the values and culture of the luxury sports watch brand, Officine Panerai. Designed to offer a very ship-like ambience with its bow-like shape, deck- inspired floor and rope-like wainscoting, the new Panerai boutique opened in The Chanakya, New Delhi is sure to take its customers on a stunning journey through the nautical world.

Panerai's partnership with Urquiola began in 2011 when she designed and was the art director for the “O’Clock – Time Design, Design Time” exhibition which beautifully explored the relationship between time and design. “We already knew Patricia thanks to our long-standing work together on the development of the new boutique concept which laid the foundations for a deeper, more strategic partnership. Revitalized by this new concept, the Panerai booth not only brings together very different elements, blurring the lines between the traditional and the contemporary, but also allows Panerai watches to speak for themselves”, says Angelo Bonati, CEO of Panerai. “We found that we shared common ground in what we both hold dear: a love of design, rigorous execution, consistency with the history of the brand and a striving for excellence.”

The minimalist Italian design concept exudes the core themes of the luxury brand through very artistic placements of the various areas of the

boutique. It thoroughly agrees with Panerai's links to the nautical world and Florence, the city symbol of the company.

“I feel a great bond with Panerai”, says Patricia Urquiola, “Because I share the same values. A focus on design and technology, but not in an obvious, show-off way but by making it look simple. The substance is there for any that wants to discover it. There is credibility, consistency and quality”. Everything from the brushed-oak and brass display cases to the parquet flooring and rugs create a comfortable, cocoon-like environment for visitors.

We've got images of the concept display which was showcased at SIHH this year. Stay tuned for more updates from the new Panerai boutique which we will be showing you in detail, very soon.