A26 brings Casa Panerai into the era of contemporary luxury

Located on the Champs-Élysées, Casa Panerai Paris embodies a subtle balance between tradition and modernity. Entrusted to the architecture firm A26, the transformation of this historic 19th-century space into a contemporary 310 m² showcase required meticulous work, highlighting the building’s original grandeur while infusing it with the identity of the luxurious Italian watchmaker.

From the entrance, the space plays with light and material, guiding the eye toward an elegant black patinated metal staircase, custom-made by an artisan ironworker. Connecting the boutique’s three levels with airy elegance, it contrasts with the restored stone façade. The layout was conceived as a series of exclusive lounges, each offering a different approach to the brand’s craftsmanship. Backlit niches showcase iconic watches, while suspended display cases punctuate the visitor’s journey.

The material palette evokes Panerai’s beloved maritime universe: brushed brass, stained walnut, and grained leather covering select furnishings create a warm and contrasting nautical-inspired décor, complemented by dark veined marble surfaces that enhance the elegance of the space. Textured walls, coated with artisanal blue resin, also recall the sea, echoing the diving watches that have made the brand renowned. A private lounge invites privileged moments of interaction, where exceptional pieces can be discovered in an intimate atmosphere. The custom-designed furniture alternates between rounded forms and graphic lines, playing on contrasts between raw materials and refined finishes.

As the brand’s showcase in France, this ensemble forms a space that is both functional and immersive, prioritizing the client experience.