The idea was to create not just a place to sell watches but an immersive experience of the Panerai world.

“When you have a boutique in the best location in Kuala Lumpur, clients obviously expect a full experience of the brand,” noted Cinelli. “This is a place where you can learn more about Panerai and buy the most exceptional watches.”

The warm mix of wood and brass complements a glass wall of wavy patterns. Upon entering, two centerpieces catch the eye – a marine dial that doubles as a revolving display case (complete with a magnifying glass for a sharper view of the watches) and an illuminated clock with the unmistakable face of the Luminor.

Urquiola’s Mafalda chairs, distinctive for their wavy grooves, offer a contemporary furnishing touch in the lounge area.

Ashvin said: "It’s a platform for watch lovers to engage with Panerai properly. It’s not just a wall in a sea of brands; we have a full space that lives and breathes the Panerai brand. That’s critical in engaging, educating and making the customers feel very welcomed in the space.”

Also see: Swiss Watch Gallery's Revolution By Time Kulture 2018 watch exhibition

The only Panerai boutique in Southeast Asia to feature Urquiola's design

The Panerai boutiques in Melbourne and Geneva were the first to feature the new design. Kuala Lumpur is the latest to boast this privilege.

“We wanted to build the most sophisticated Panerai boutique in the region,” declared Ashvin. “There are only four Panerai boutiques in Southeast Asia, and we have the newest and the most beautiful one.”

An elevated experience for fans and collectors of Panerai

A contemporary space perfectly showcasing Panerai’s watchmaking history and savoir-faire aside, the boutique has the most extensive collection of watches.

“On top of the core collections of the Radiomir, Luminor, Luminor Due and Submersible, the boutique will have exclusive novelties that you previously had to travel abroad to acquire. We’re excited for the Panerai collectors in Malaysia to be able to get their dream watch here in Kuala Lumpur,” said Cinelli.

Ashvin added: “The brand is 159 years old and is extremely well known, but we never saw the boutique-exclusive novelties. So we thought it was time to change that and create a place where we could present the brand properly and showcase its full strength.”

Panerai is located at Lot 2.46.01B, Level 2, Pavilion KL.