The shop: Panerai opens a shop in Stockholm

Text: Mia Litström
Photo: Mia Litström / Nymans Ur

On the watch-dense street, Biblioteksgatan in Stockholm, Panerai has now opened a shop in collaboration with Nymans Ur 1851. For those who love the brand it is from now on a must to visit Biblioteksgatan 1. This is an opening that has long been eagerly awaited by everyone who likes the brand but also for all those who are curious about the brand's products. Eqotime was of course on site when the shop with a lovely Italian atmosphere was inaugurated with guests from the head office present. 

The sun shining and Stockholm showed itself from its very best side. Only a couple of steps from the entrance to Nymans ur there is now a handsome Panerai logo for the new shop. Many who passed by during the inauguration day looked curiously and wondered what was going on. Everything was in blue, even the so-called ”red carpet” was sea blue which is Panerai's signature colour. 

The inauguration ceremony was done in the classic lovely way by cutting a ribbon. The speech and the cutting were done by Olof Larsson, owner of Nymans Ur 1851 together with Åsa Sparrmo CEO Nymans Ur 1851 and Alain Hokayem Managing Director Panerai. 

What is positive about having their own shop is that the model range for the Swedish market is expanded with models that have not previously been available on the Swedish market. Now it is possible to buy models that only sell exclusively in their own shops which is usually the case with their sought-after limited models. The nearest Panerai shop for us in the Nordics has previously been the one in Munich and now it is here in central Stockholm at an incredibly good address. 

The Stockholm shop has the same style when it comes to interior as their other shops. Recently they also opened a shop in New York, admittedly in a larger size, but there are many details such as colours and materials on the interior that are common to them. The shop on Biblioteksgatan is 40 square metres and the first thing you are met by when you step in is a deliciously lit Luminor dial on the wall which functions as the heart of the shop. The warm tone in the colours of the interior makes it pleasant and nice, and that the brand's hallmark is diver's watches is shown clearly both with delicious pictures and details such as a diving mask among other things. There are two tables with chairs where you can comfortably sit in peace and quiet to look at and try on watches. It is a handsome and nice shop that has the right delicious Italian Panerai atmosphere.

On site there is a broad range from the various collections where the new release Luminor Due 38 mm in pastel colours is also included. A watch that we have recently done a hands-on article about and if you have not had time to read it you will find it here.

Beyond the usual range there are also other shop-exclusive models such as their hefty Luminor Tourbillon GMT with a case in their own blend of gold which is named Goldtech. That tone of the gold in combination with the deep blue colour of the skeletonised parts is a winning combo and really handsome. A very special and advanced watch which is also just as lovely to see the back of where you also see all the exciting parts of the movement. It is quite clearly a watch you cannot get tired of looking at and it is in a substantial size of 47 mm. Something for the person who loves complications in a skeletonised look and who is happy to let the watch choice stand out. 

Another exciting model is a Luminor Perpetual Calendar 44 mm also in Goldtech with a dial in a deep blue colour. That one too is a hefty watch where it is extra fun to look at the open back which shows the micro rotor as well as the various calendar functions. 

Finally we also took a close look at a Submersible Quarantaquattro Luna Rossa 44 mm in brushed steel which is sportily delicious with its red details on the seconds hand and on the bracelet. It is limited to 1 500 pieces. The Luna Rossa models exist thanks to the fact that they are sponsors of the sailing team Luna Rossa Prada Pirelli Team. They compete in the big sailing competition Americas Cup and the collaboration started as early as 2017 which has resulted in several lovely limited models. This particular watch is water resistant to 300 m.

If you want to follow what happens in the shop they have started an Instagram account called Panerai Stockholm which you will find here