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Late last year, Officine Panerai, maker of the fine Italian Panerai watches, announced that it would be opening 5 new boutiques in just as locations.  People located in the international shopping capitals of Doha (Qatar), Beruit (Lebanon), Riyadh (Saudi Arabia), Geneva (Switzerland), and Macao (China) can now experience a full immersion into Panerai culture.

With 11 boutiques already located in places such as Beverly Hills and Dubai, these new boutiques allow Panerai to make distribution more targeted and exclusive and offer a larger selection of products to customers worldwide.  Each boutique is made to evoke the sea, with the arcitechture, furnishings, materials, and colors all working to create a harmonious vision of the ocean.  The watch collections themselves are housed in settings of teak and steel, with portholes serving as the viewing windows and furnishings imitating waves or yatch hulls.

The locations of the boutiques represent a mix of ambitious and safe marketing.  The locations in the Middle East and China tap into rapidly growing consumer markets, while the Geneva location roots Panerai in the ancient horological culture of the Swiss.  CEO Angelo Bonati states that the new boutiques are part of an initiative to solidify and continue the legend of the historical Florentine brand.

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If you’re into “all things Italian”, then you may dream about driving your Ferrari along the Amalfi Coast, sipping a 2003 Pio Cesare l’Altro Chardonnay with your “amante” and wearing a Panerai watch. Believe me, you are not alone, and while your dream of driving a Ferrari may be out of reach, you might still be able to afford to buy the wine. I’m not so sure about the watch. Paneria watches’ recently released “Mare Nostrum” edition timepiece is their tribute to the original edition from the 1940’s, and it is the second time the company has rereleased this popular model. The original 1940’s edition was limited to three watches, so it is hard to find a picture to back this up, but Panerai claims the latest version is true to the original.

The original Mare Nostrum, designed for deck officers in 1943, never made it past the prototype stage because the Officine Panerai had to stop production during the war, so its rerelease is even more notable today. This time, 99 pieces will be made, and each of these 52mm diameter watches will be priced at $36,000. Before you let the price of a Panerai watches stop you, remember that these Italian watches are known for retaining their value over time. Why not recreate the chic elegance of 1940’s Italy?

Technorati Tags: luxury timepieces, Luxury Watches, panerai watches, panerai watches mare nostrum