Panerai has reopened its boutique in Dubai’s renowned Mall of the Emirates – “offering an elevated destination for collectors and enthusiasts within one of the region’s most prestigious retail hubs.”
The Mall of the Emirates is among the Middle East’s (and worldwide) key shopping destinations. It houses more than 80 luxury brands and 250 flagship stores. It welcomed more than 40 million visitors in 2024.
Key Features
- The new boutique combines the brand’s Italian heritage and watchmaking expertise.
- It pays tribute to the brand’s lifelong connection with the sea.
- It features an exclusive private lounge, ideal for personal consultations.
Our Thoughts
Boutiques are an integral part of a watch brand – even when their watches are available at multi-brand authorised dealers, and information (both from the brand and media platforms) are available on social media 24/7. Boutiques enable brands to control their own “storytelling” (often ADs are not well versed in the brands and their watches that they carry) and offer a dedicated physical space for collectors to experience the watches. There is no substitute for holding a watch that one has fallen in love with on the internet or social media.
Both Jaeger-LeCoultre and Vacheron Constantin (both Richemont Group brands of which Panerai is a part of) have invested in new boutiques in Dubai (click here and here) and Riyadh (click here) during 2024 and 2025. It comes as no surprise that Panerai has done same.
Panerai’s Mall of the Emirates boutique reopening was celebrated on October 10th and was attended by TCI. It joins the brand’s Dubai Mall boutique, leaving collectors spoilt for choice.
Please click here to read our recent article on the newly unveiled Luminor Marina Militare PAM05218.
