Panerai is commemorating the centenary of its landmark Florentine boutique in Piazza San Giovanni, which first opened its doors in 1926 under the name Orologeria Svizzera. For a century, this address has remained central to the Maison’s commercial presence and historical identity, retaining significant architectural features from its early years, including the original wooden display window framework that still sits beneath the iconic OROLOGERIA signage.

“Certain places hold a unique significance in a Maison’s history. Our Florence Boutique represents a fundamental chapter in Panerai’s story and serves as a showcase for our watchmaking expertise, heritage, and innovation to an international audience. In 2026, we are honoured to celebrate one hundred years in Piazza San Giovanni, situated in the very heart of Florence,” said Emmanuel Perrin, CEO of Panerai.

The brand’s history traces back to 1860, when Giovanni Panerai established a watchmaking workshop, retail space, and Florence’s first watchmaking school at Ponte alle Grazie. After the bridge was destroyed during the period when Florence served as the capital of the Kingdom of Italy between 1865 and 1871, the business relocated several times throughout the city centre before finding its permanent home in Piazza San Giovanni in 1926. Located inside the Archbishop’s Palace, the boutique enjoys one of the city’s most prestigious settings, directly facing Florence Cathedral.

Operating under the name Orologeria Svizzera, the move marked a pivotal step in the evolution of the family business, which would ultimately become one of the most recognised names in fine watchmaking. More than simply a retail destination, the boutique also functioned as a workshop where skilled watchmakers assembled and serviced timepieces sold on-site.

Within these walls, the Panerai family expanded its horological expertise through close relationships with many of the most influential watch manufacturers of the era. The experience gained from examining and selling numerous brands enabled Giuseppe Panerai to study their technical solutions, laying the foundations for the innovation that would later define Panerai on the world stage.

At the same time, the family cultivated a partnership that would shape its future: collaboration with the Italian Navy. This relationship played an essential role in the development of Panerai’s expertise in water resistance and luminescence, driven by the need to create reliable professional instruments and military tool watches. The partnership remained shrouded in secrecy for decades until 10 September 1993, when Panerai introduced its creations to the civilian market. That same year also marked the debut of Panerai watches within the Florence boutique itself.

Following Panerai’s acquisition by Richemont in 1997, the historic location underwent extensive restoration. Reopened in 2001 as the Maison’s first directly owned boutique, it has retained its historical atmosphere while evolving into a key destination within the Panerai universe. Alongside contemporary collections such as Luminor, Submersible and Radiomir, visitors can discover vintage instruments, historic watches and a fully functioning watchmaker’s bench that reflects the brand’s technical heritage. Upstairs, a refined lounge area offers guests a remarkable view of Florence’s Baptistery. Today, the boutique continues to honour its legacy while presenting Panerai’s innovative spirit to visitors from around the world.

To celebrate the centennial, the Maison will present Immersion, a contemporary exhibition hosted at Museo Marino Marini in Florence from 10 to 19 September, while the boutique itself will welcome visitors with a series of special events throughout the year.

Continuing the heritage-focused journey introduced at Watches and Wonders 2026, Panerai unveils the Luminor Firenze 8 Giorni PAM01734 and PAM01794. Presented as the flagship watches of the Immersion exhibition, these limited editions unite the Maison’s military-inspired history with a tribute to its Florentine roots. Inspired by the celebrated reference 6152/1 of the 1960s, the new creations also commemorate the one-hundred-year anniversary of the Piazza San Giovanni boutique.

“Our historic legacy remains the starting point for every creation,” explained Alessandro Ficarelli, Chief Marketing and Heritage Officer of Panerai. “The new Luminor Firenze 8 Giorni models honour both our military beginnings and our Florentine origins. Visitors to the Immersion exhibition will have the opportunity to view the rare prototype of reference 6152/1 that directly inspired these watches. The project demonstrates how we preserve historical design codes while integrating contemporary technical solutions, including the 44mm Platinumtech™ case and 100-metre water resistance of the PAM01734, as well as the 300-metre water resistance of the steel PAM01794. Both are powered by our eight-day P.5000 calibre, illustrating the union of heritage and performance that defines Panerai today.”

The primary inspiration for both references comes from a particularly rare and authenticated prototype of the 6152/1 held in a private collection. This watch was selected because of its strong connection to Florence, highlighted by the distinctive “Panerai Firenze” inscription on the dial.

Two notable design elements from the original prototype have been revived: the “Panerai Firenze” text positioned at 12 o’clock and a unique version of the crown-protecting bridge featuring parallel grooves on its inner sides. The latter detail appears on the PAM01734 and originates from experimental modifications developed to improve winding accessibility for military divers operating in challenging conditions while wearing gloves or working in low visibility environments.

The modern interpretations reduce the prototype’s 47mm dimensions to a more versatile 44mm case while preserving the essential characteristics of Panerai’s design language, including the cushion-shaped case, flat crown-protecting bridge and contrasting polished and brushed surfaces.

Both models are powered by the hand-wound P.5000 manufacture calibre, offering an eight-day power reserve. This movement reflects two features deeply embedded in Panerai’s history: manual winding and extended autonomy. Measuring 15½ lignes in diameter and 4.5mm thick, it consists of 113 components and 21 jewels, with a balance operating at 21,600 vibrations per hour. Its architecture echoes that of historic military calibres, with much of the mechanism concealed between two large plates, exposing only essential functional elements.

The pursuit of long power reserves has always been linked to reliability. By reducing the frequency of winding, wear on the crown assembly is minimised, helping maintain water resistance over time. Panerai first addressed this challenge in the 1950s with the Angelus SF 240 movement, which delivered eight days of autonomy for military diving missions. The new PAM01734 and PAM01794 continue that tradition with a movement capable of running for a full week after a single winding.

The PAM01734 features a sapphire display caseback and offers water resistance to 10 bar, or approximately 100 metres, while the PAM01794 employs a closed caseback and achieves a higher rating of 30 bar, equivalent to around 300 metres. Every watch undergoes Panerai’s comprehensive testing procedures, including pressure assessments performed at levels 25% higher than its stated water-resistance rating. The dials embrace a minimalist aesthetic, dispensing with date windows and additional indications. Both feature cut-out numerals and indexes illuminated by Super-LumiNova®, along with vintage-inspired pencil hands and a discreet tone-on-tone “Panerai Firenze” inscription. The circular-brushed finish is created on a brass base through a meticulous process involving concentric micro-circles. This treatment gives each dial a unique interaction with light, producing rich reflections and visual depth.

The PAM01734 pairs its Platinumtech™ case with a green sandwich dial and gold-toned hands, while the PAM01794 combines a black dial with blue-finished hands, a historical detail originally chosen for corrosion resistance and improved legibility. On the reverse side, the engraving “Officine Panerai Firenze” pays tribute to the Maison’s Florentine origins.

Further reinforcing their connection to Tuscany, both watches are delivered on calf leather straps embossed with the Florentine lily. The PAM01734 includes a black leather strap and an additional green rubber strap, while the PAM01794 is supplied with a dark brown leather strap and a complementary black rubber alternative. The presentation boxes continue the historical theme. Crafted from mahogany with dovetail joints, each contains a metal plaque depicting the original entrance of the Florence boutique. The watches rest on removable trays, beneath which owners will find a second strap and the necessary tools to change it.

The Luminor Firenze 8 Giorni PAM01734 is limited to 100 pieces, while the PAM01794 is produced in a run of 1,000 examples. Both models will be available exclusively through Panerai boutiques beginning in September 2026.