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Panerai Opens Experiential Flagship Alongside Exclusive New Model

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In celebration of its newly launched flagship concept store in Switzerland, luxury watchmaker Panerai has revealed the ltd. edition Luminor Geneva Boutique Special Edition PAM02121 exclusive to the experimental retail environment. 

The stunner, limited to just 121 examples, pairs a DLC-coated 44mm titanium case with a textured gradient dial and their in-house P.5000 manually-wound movement delivering a whopping 192 hours — eight full days — of power reserve. It also arrives with two interchangeable straps to always keep things fresh: a recycle-based PET strap in grey and a classic rubber sport strap in green.

As for the boutique itself, an array of Art Deco, mid-century modern, and industrial design choices blend together perfectly.

Key elements include a stylish lounge area, an interactive environment for customizing strap and case combinations, and a well-stocked house bar that acts as the focal point.