A brief Look at the New Singapore Panerai Flagship Boutique at ION Orchard - Currently The Biggest Panerai Boutique in the World.

Opened at the prime ION Orchard Mall for several months now, The boutique has been able to serve the Singapore Panerai fans and is doing brisk business despite the occurrence of an unfortunate incident and the delayed of the official opening.



At an area of 120 square metre, the Singapore boutique is the brand's biggest one in the world so far and at the same time also features the inauguration of the latest boutique design concept, signifying the brand's attention to their fans in Singapore and the regional countries.



Panerai proudly states that "its interior follows a simple and classic Italian Design, made to enhance the store’s bright and transparent features. All materials have been carefully selected, while the design takes inspiration from the history and DNA of the Florentine watch brand: Gold Calacatta marble flooring imported from Tuscany, as well as the characteristic Venetian stucco wall finishing both reflects Panerai’s strong Italian roots. Walls
made of teak wood are curved to resemble waves, honouring the brand’s link to the sea and its historical association with the Italian Navy."



Like in selected Panerai boutiques, a large tto-die-for wall Clock shows one of Panerai’s distinctive features, "the sandwich structure of the dial. It is done by two superimposed dials, encompassing a layer of Super-LumiNova® for the index markers and numerals. Historically, the “sandwich dial” was invented to guarantee perfect visibility of the watch, even in badly lit conditions underwater." according to the Panerai press release.



Inside the boutique, visitors are able to immerse themselves in the Panerai world through areas, which embody the values and projects of the brand: An area devoted to Science will house a" replica of the telescope used by Galileo Galilei in 1610 for his first celestial observations. An exclusive VIP Area, modelled after the interior of a classic yacht, further communicating the strong link with the sea world. And a watchmaker’s atelier with cutting edge Technology, to showcase the brand’s technical depth.

The brand currently boasts an approximate 35 boutiques in the world, and this new addition should be a plus to those who wants a better representation of the brand.


Jaw

I've been there a few times now. Always packed with customers. They are doing a roaring trade

Turnover is not their concerns at the moment...

Thanks for the info on the boutique. Understand that business during weekend is really good. More importantly, the boutique really help to create brand awareness....many customers that went to the boutique is not familiar with Panerai, but still ended up buying..

Cheers!

chua
Panerai Forum Moderator

And I guess this means the Boutique has served its purpose well and bring in new customers.

Jaw

Ciao Jaw,
thanks for sharing...Unfortunately i am a bit far away to get there and check personally the boutique however i've to say it looks really beautiful.
I love the fact that it shows the italian style (and i ain't speaking about watches only) at its best even in these hard times.

What really surprises me and in some way i find disappointing is the fact that the boutique i visited here in Montenapoleone street is much more humble that this one. I understand that prices to rent space in such street must be very high, but at the same time being this the native country of Panerai's tradition, i think it should deserve a bigger space.
Just to give you a hint, there are just three tables for customers (two adjacent each other, the other one on the small upper floor).
Maybe in these last few months things have changed, but.....

Ciao from Milano,
slide1968

Hi Slide1968,
Isn't the boutique in Montenapoleone street historic?
I see what you're saying, but sometimes I find these really large Boutiques in Asia
almost like department stores.
Probably necessary, since the people have to wait in line quite often, to get in.
GEO

And I guess at least a small part of the reason is that this happens to be the latest Panerai boutique?

Although it is also true that Panerai do put a lot of focus in the South East Asian market.

Regards
Jaw

Hi Ciao,

My understanding is that the demand from the Southeast Asia market is rather strong. The Singapore Boutique was the first boutique opened in this region (there is another one opening in Bangkok very soon). Unlike other boutiques where its a joint venture between Richemont and its AD, the Singapore Boutique is solely owned by Richemont. At this moment, its the largest Panerai boutique in the world.
So I guess its a matter of catering for the demand.
Like what Geo said, sometime the smaller boutiques at Historic sites are more interesting..
Thanks slide68.

Ciao,

chua
Panerai Forum Moderator

I really like the woodgrained walls which are carefully matched and visibilty pleasing imo.

The VIP room is indeed welcoming for any paneristis.

Cheers,

Nice.

Ciao everybody,
actually i don't think the Milano boutique is an historic one, at least not historical as the Florence one (hopefully i'll visit it within the year).

I fully understand marketing needs, as well as the fact that the "real" market today is in the far east.
So it is fine to me to have these huge boutiques over there, for the pure purpose to show and sell in a luxurious and pleasant environment.
But at the same time i think that Italian boutiques should make use of the best italian taste to let an unforgettable memory in the people who visit it - and not necessarily buy a watch.
So i'd dream of bigger spaces, more "marine" furniture with an area for historical (really historical, the ones from the '30 and '40) pieces...A mix of a luxury shop and an heritage museum.

I know i tend to speak more with the heart than the brain, so maybe this is not practically feasible or economically rewarding ...By other hand i think that if you feel at home in a shop, you'll speak to other people about how you felt comfortable there and for sure you'll get back there quite soon.

Just my two cents,
bye,
slide68



Edited 1 time(s). Last edit at 02/28/2012 06:29AM by slide1968.

I understand your feeling completely.

Unfortunately running a boutique in most major cities is a very expensive matter and most brands measure their return in per square feet basis. And as a modern manager, it is considered almost irresponsible not to give economic justification for every single decision.

Certainly I don't know and not suggesting this is the case with Panerai but I guess the modern business decision for everyone is a commercial matter.

Jaw