Panerai is celebrating 100 years of its Florence boutique with an immersive exhibition in the city where it all began

Tom Austin

There are few watch brands whose identity is as closely tied to a single place as Panerai’s is to Florence. While Swiss manufacturing has shaped the modern brand, its story begins in the heart of Tuscany, where Giovanni Panerai opened his first workshop in 1860 before the family established the boutique in Piazza San Giovanni that would go on to become one of the most important addresses in the company’s history.

Now, a century after that boutique opened under the name Orologeria Svizzera, Panerai is marking the occasion with a celebration centred on the Immersion exhibition at Museo Marino Marini, with special events at the boutique throughout the year.

Running from September 10 to 19, 2026, Immersion will take over Florence’s Museo Marino Marini, exploring the themes that have defined Panerai for more than 160 years. Rather than presenting a conventional historical retrospective, the exhibition promises a contemporary interpretation of the Maison’s journey, celebrating the relationship between Italian design, technical innovation and the maritime heritage that has shaped some of watchmaking’s most recognisable tool watches.

The timing feels particularly fitting. While Panerai has grown into one of luxury watchmaking’s most recognisable names, the Florence boutique remains the brand’s spiritual home. It was here that generations of the Panerai family refined their understanding of horology through relationships with the leading Swiss manufacturers of the era, knowledge that would eventually underpin the instruments and military watches developed for the Italian Navy.

The building itself still retains elements dating back to the original 1926 layout, including the distinctive wooden shopfront concealed beneath the famous illuminated OROLOGERIA sign, making it as much a piece of Panerai history as many of the watches displayed inside.

Visitors making the trip shouldn’t limit themselves to the exhibition alone. The boutique has evolved into something closer to a living museum, combining current Luminor, Radiomir and Submersible collections with historic instruments, archival pieces and a working watchmaker’s bench that offers a tangible connection between Panerai’s past and present.

Upstairs, a lounge overlooking Florence’s Baptistery provides one of the city’s more unexpected views, reminding visitors that this isn’t simply another boutique, but the place where one of watchmaking’s most distinctive stories continues to unfold.

If you’re planning a European watch pilgrimage this year, Florence has just become an even more compelling destination. Between the Immersion exhibition, the centenary celebrations and the opportunity to visit the boutique where Panerai’s modern story truly took shape, this is exactly the sort of event that rewards seeing in person.

Book your visit here.

Hope you all have a wonderful weekend!

Tom & the Time+Tide Team

Zach’s Time+Tide take of the week: More brands should follow Tudor’s subtle Watches and Wonders 2026 update strategy

Finding myself in a calmer time in the horological calendar, with Watches and Wonders 2026 months behind us and Geneva Watch Days on the horizon, I recently reflected on the in-the-moment reaction the watch community had on Instagram to Tudor’s slate of WW26 releases. Though the watches presented were largely strong, many fixated on the fact that the anticipated and desired Big Block was not revived or wanted to nitpick on the perceived strengths and weaknesses of the new Monarch collection. However, in that tunnel vision, I now think Tudor did not get enough credit for its various quiet updates.

I believe what Tudor did with collections like the Royale, updating its dial design and upgrading models with manufacture calibres, and the Black Bay 58, making an already slender case even slimmer, increasing bracelet options with an upgraded T-fit clasp, and upgrading to a Master Chronometer movement, were very strong moves more brands should think about making. In the moment, it is tempting to really bring the novelty factor, introducing watches that feel like they can naturally score big headlines. And that should definitely be a component of a brand’s Watches and Wonders slate. But having the right diet of novel and internet-breaking, balanced with quieter updates, is the way to go in my book.

I think it would be best to dedicate an entire article to this subject rather than lay it all out here, but I think we are entering a period where brands would actually please the watch-buying audience more by refining existing hot references of theirs further – slimmer cases, better ergonomics, even stronger calibres – instead of injecting a new colour dial into the same old, or placing the entire focus on a super high complication piece that leaves the industry with plenty to write about, but the watch community little to walk away from boutiques with on their wrist.

I am not saying such updates have to be presented only at Watches and Wonders. Grand Seiko recently brought tapered bracelets with micro-adjust and other exciting refinements to some of its most signature Evolution 9 models in the last month or so. And though it was a quieter moment, it was certainly a loud call to action to head to your nearest GS boutique – some of the strongest designs presented this year.

Wrist shot of the week: Can confirm – a Land-Dweller wears well at a wedding

The Rolex Land-Dweller has still yet to win over the more unanimously adored icons like the Daytona and Submariner. Even Zach, who snapped this shot while attending a friend’s wedding, concedes there could be tweaks to the dial that would make the design even better. On the other hand, its layout and look have grown on him. How the Land-Dweller needs to evolve to gain even more favour is up for debate, but one thing is clear from this iPhone photo: nothing beats a rainy overcast sky for naturally lighting your wrist shot.

Time+Tide Shop pick of the week: Norqain Freedom GMT Enjoy Life “Holiday” Limited Edition

Inspired by the thrill of travel and the joy of discovering new places, the new Norqain Freedom GMT Enjoy Life “Holiday” Limited Edition transforms the classic GMT complication into a celebration of adventure. Featuring a colourful world map dial, playful holiday-inspired icons, and a lifestyle-themed GMT ring, it’s the perfect companion for exploring the world. Limited to 500 pieces, one unique watch conceals a Golden Ticket, sending its owner on a dream holiday for two at the luxurious Ayada Maldives Resort.

The Norqain Freedom GMT Enjoy Life “Holiday” Limited Edition is limited to 500 pieces and is available from the Time+Tide Studios in New York, London and Melbourne, including the Time+Tide Shop. Price: £4,885/US$6,490/€5,350/A$9,250 (bracelet) – £4,750/US$6,290/€5,210/A$9,000 (rubber strap)

Our favourite Time+Tide Coverage of the week

Would Zach trade his Credor Eichi II for the new Grand Seiko SBGZ011 ‘Majestic Waterfall’?

When we visited Grand Seiko at Watches and Wonders this year, of course, the Ushio Diver was the star of the show. But if Zach could have walked out of the room with one watch on his wrist, it would have definitely been this Grand Seiko SBGZ011 ‘Majestic Waterfall’. Check out his full hands-on review to find out why.

Swatch’s MoonSwatch ESTA could change hype watch launches forever

Tom reflects on the novel (at least for Swatch x Omega) ESTA application process that was utilised as a, perhaps, fairer means to allocate a hot MoonSwatch limited edition in the wake of the mayhem that ensued when the Royal Pop was launched.

Why the Solargraph is the obvious choice for the TAG Heuer Aquaracer

Is the TAG Heuer Aquaracer Professional 200 Solargraph a stronger offering than the automatic? When it comes to powering your watch, there are more options available to us now than ever before. Manually wound, full-rotor automatic, periphery-rotor automatic, micro-rotor automatic, quartz, tuning-fork quartz, and, of course, our subject today: solar. This is one of the more recent additions to the horological world, and one that has remained on the edges for many, mainly due to its wanton embrace of technology that seemingly flies in the face of our love for all things classical. But when used correctly, a solar-powered movement is the only and obvious choice. And Russell firmly believes that the Aquaracer from TAG Heuer is at its best when being powered by light. Would you agree? Watch the full video and let us know in the comments.