What comes to mind when you think of home? A place of comfort for some or familiarity for others. For Panerai, which celebrates the centenary of its spiritual home: the original Florentine boutique in Piazza San Giovanni, it signifies the maison’s origins and heritage.
1926: Although Panerai’s workshop was established in 1860 at Ponte alle Grazie, its tragic destruction during Florence’s tenure as capital of the then Kingdom of Italy (1865-1871) necessitated a new location. After multiple relocations, Panerai settled on Piazza San Giovanni in 1926. It marked the beginning of a refreshed chapter, as the space played a pivotal role in Panerai’s defining milestones over the course of its history.
As a start, much of the brand’s know-how was consolidated within the space operating under the name “Orologeria Svizzera”. It was a retail destination for clients and an atelier of innovation for watchmakers. That rich exchange of knowledge played a critical role in advancing Panerai’s technical solutions, with Giuseppe Panerai spearheading the efforts. One of them was the storied partnership with the Italian Navy.
1935: While Panerai’s relationship with the Italian Navy formalised in the 1910s, it was not until 1935 that the first dive watch Ref. 2533 was unveiled. The storied creation would later define Panerai’s distinctive legacy in water resistance and luminescence for timekeeping instruments and professional tool watches. Much of the relationship and its creations were kept secret until the next milestone.
1993: 1993 marked one of Panerai’s big turning points when the watchmaker’s watches were integrated into the Piazza San Giovanni boutique. Panerai transitioned from being a top-secret military supplier for the Italian Navy to a civilian watchmaker as the brand was formally commercialised. Watches produced during this era were affectionately known as “Pre-Vendôme”
2001: Following Richemont’s acquisition of Panerai in 1997, Piazza San Giovanni underwent a renovation and opened its doors in 2001. Much of the space’s historical touches were preserved, including the original wooden shop window structure visible beneath the iconic “OROLOGERIA” sign, to maintain its significance within Panerai. A mix of past and present, from historical references to contemporary pieces in the Luminor, Submersible and Radiomir collections, combines to bring Panerai’s distinct identity to life.
“There are places in the history of a Maison that are imbued with a special foundational role. Our boutique in Florence is a cornerstone of Panerai’s history and of sharing our watchmaking expertise, heritage, and the innovation infused into our timepieces with an international clientele. In 2026, we are proud to celebrate a century of its presence in Piazza San Giovanni, the very heart of Florence,” Emmanuel Perrin, CEO of Panerai, shares.
2026: With Piazza San Giovanni’s centennial approaching, Panerai will be hosting an exhibition titled Immersion a stone’s throw away at Museo Marino Marini Firenze. Museo Marino Marini Firenze houses one of the largest collections of works by the important Italian artist of the twentieth century, Marino Marini, and, like Panerai, holds extra significance and symbolism for the city of Florence. The exhibition whisks visitors on an experiential journey across its many milestones that have shaped Panerai into what it is today.
“Our heritage at Panerai is much more than an historical narrative; it is the foundation of our technical expertise and the North Star that guides our future vision” explains Perrin. “With Immersion, we tell our story from a different perspective, shifting the focus from the past to how the Maison’s spirit expresses itself today. Blending heritage with innovation, our tool watches become protagonists and essential equipment for contemporary adventures.”
The Immersion exhibition is open to the public from 11 – 19 September 2026. Click here to book an appointment. Once you are done with this story, click here to catch up with our September 2026 issue.