Panerai Celebrates 100 Years of Its Florence Boutique ‘Orologeria Svizzera’ With Two New Luminor Firenze 8 Giorni Anniversary Models

To mark the 100th anniversary of its historic boutique ‘Orologeria Svizzera’ on Piazza San Giovanni in Florence, Panerai is presenting two new Luminor Firenze 8 Giorni models. The PAM01734 and PAM01794 draw on key design elements from the brand’s history, combining them with two distinct case and dial configurations.

Why the Florence Boutique Is So Important to Panerai

Panerai’s story began in 1860, when Giovanni Panerai founded his first watch shop, complete with a workshop and watchmaking school, at the historic Ponte alle Grazie. Following the destruction of the bridge, the business moved several times within the city centre between 1865 and 1871 – a period during which Florence served as the capital of the Kingdom of Italy – before finally settling at Piazza San Giovanni, in the heart of the city, in 1926.

Opened under the name “Orologeria Svizzera”, the Florence boutique was more than just a retail space: it also housed a workshop where watchmakers could assemble and repair the watches sold there. At the same time, the boutique laid an important foundation for Panerai as a watch brand, as Giuseppe Panerai gained valuable insight into the technical solutions employed by the various watchmakers represented in the boutique.

From the 1910s onwards, the company began producing its first precision instruments, before developing the Reference 2533 in 1935, the first prototype diving watch with a luminescent Radiomir dial. For decades, Panerai remained a secret supplier of military watches and instruments; it was not until 1993 that key technical features such as high luminosity, water resistance, a long power reserve and robust construction were made accessible to a wider public with the first Panerai models intended for the civilian market. Among them was the first 44 mm Luminor, whose distinctive appearance and crown-protecting bridge are today closely associated with Panerai.

This marked the beginning of a new chapter for Panerai: from then on, the brand’s own timepieces were also offered in its boutique. Following the acquisition of Panerai by luxury goods group Richemont, headquartered in Bellevue in the Canton of Geneva, in 1997, the premises of the “Orologeria Svizzera” were renovated and reopened in 2001 as Panerai’s first boutique. As a result, several elements dating from the early 20th century have been preserved to this day, including the original wooden display windows beneath the “OROLOGERIA” sign.

To mark the 100th anniversary of the original Florence boutique, which first opened its doors under the name “Orologeria Svizzera” on Piazza San Giovanni in 1926, Panerai is presenting two timepieces: the Luminor Firenze 8 Giorni PAM01734 with a green dial and the Luminor Firenze 8 Giorni PAM01794 with a black dial. We now take a closer look at both new models.

The Dials of the Two New Panerai Luminor Firenze 8 Giorni Models

The central source of inspiration for the new PAM01734 and PAM01794 was a rare prototype authenticated by Panerai – a variation of Reference 6152/1 from the 1960s – bearing the inscription “Panerai Firenze” on its dial. Accordingly, the same inscription also appears at 12 o’clock on the new models.

Both dials focus entirely on the essentials: without a date display or any additional functions, the time is indicated solely by cut-out numerals and hour markers in sandwich construction, coated with green Super-LumiNova, together with pencil-shaped hands also treated with Super-LumiNova. The dial itself is made from a brass blank and subsequently given a circular-brushed finish. By gradually rotating the dial beneath a brush, a concentric pattern is created, giving the finished surface its reflective character.

While the PAM01734 pairs a green sandwich dial with gold-effect hands, the PAM01794 features a black dial complemented by blue hands. This detail likewise recalls historic Panerai references, on which blued hands improved corrosion resistance and legibility. Today, the blue hue is achieved through an oxidation process at around 300 °C.

The Cases of the Two New Panerai Luminor Firenze 8 Giorni Models

The two Luminor Firenze 8 Giorni models translate the 47 mm case of the Reference 6152/1 prototype that served as their inspiration into a more compact 44 mm format. The PAM01794 frames its black dial with a steel case, while the PAM01734 pairs its green dial with a case made of Platinumtech. According to Panerai, this patented alloy consists of 95 per cent pure platinum and, thanks to a special treatment process, is 85 per cent harder than conventional platinum. The alloy also gives the watch a noticeable weight on the wrist, as it is around 33 per cent heavier than 18-carat gold.

Both new models also feature a slightly domed sapphire crystal, visually reminiscent of the Perspex used on Luminor watches from the 1960s. The inscription “Officine Panerai Firenze” on the casebacks of both watches also references the creation of the watch in Panerai’s Florence workshop. The PAM01734 features a transparent sapphire crystal caseback and is water-resistant to 10 bar (100 metres). Thanks to its closed caseback, the PAM01794 achieves a water resistance of 30 bar (300 metres). These ratings are verified in Panerai’s laboratory through a series of tests – including vacuum and water-pressure tests – with the water resistance tested to a safety margin of 25 per cent. Furthermore, the closed, satin-finished steel caseback of the PAM01794 is engraved with a depiction of Panerai’s historic Florence boutique.

The Movement of the Two New Panerai Luminor Firenze 8 Giorni Models

Panerai has been manufacturing its movements and watches at its manufacture in Neuchâtel, Switzerland, since 2002. Both new models are powered by the hand-wound P.5000 manufacture calibre, which offers a power reserve of eight days (192 hours). Much of the movement, which comprises 113 components and measures 4.5 mm in height, is concealed beneath two plates, leaving only the balance cock and an intermediate wheel visible.

The calibre’s balance oscillates at a frequency of 3 Hz, equivalent to 21,600 vibrations per hour. For more precise regulation, the variable-inertia balance is fitted with small regulating screws on the balance rim, while the full balance bridge enhances chronometric stability. Horizontal satin finishing on the plates, blue engraved lettering and red jewels complete the movement’s aesthetic.

Strap Options and Availability of the New Panerai Luminor Firenze 8 Giorni Models

As a reference to the brand’s Florentine roots, the Tuscan calfskin straps feature an embossed pattern of the Florentine lily. The PAM01734 is supplied with a black leather strap and a green rubber strap, while the PAM01794 comes with a brown leather strap and a black rubber strap.

The watches are presented in mahogany boxes with a lacquered finish for the PAM01734 and a matt finish for the PAM01794. A metal plaque on the inside of the lid depicts the historic entrance to the Florence boutique. Beneath the removable watch insert is a compartment for the second strap and the accompanying tools.

The Luminor Firenze 8 Giorni PAM01734 and PAM01794 will be available from Panerai boutiques from September 2026 and are limited to 100 and 1,000 pieces respectively. The Luminor 8 Giorni Platinumtech Firenze PAM01734 is priced at EUR 55,000, while the Luminor Firenze PAM01794 is available for EUR 10,700.

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