Panerai and Salone del Mobile 2025: a partnership that celebrates design and innovation

Ihe link between Panerai and the world of design is further strengthened. Also in 2025, the prestigious haute horlogerie brand, now part of the Swiss Richemont Group, will serve as the Official Time Keeper of the Salone del Mobile in Milan.

This collaboration finds a deep affinity in Panerai’s Italian roots, which go back to the second half of the 19th century, and in the iconic design of its watches, which are perfectly attuned to the excellence on display at the Milan event. The 2025 edition will mark the third consecutive year of this synergy, evidence of a mutual trust that continues to grow. This is a unique opportunity for Panerai, which will be able to come into contact with a selected, passionate and knowledgeable public, capable of appreciating not only the aesthetics but also the technical quality of its timepieces.

On the occasion of the Salone del Mobile in Milan, a global benchmark event for the design and furniture industry, now in its 63rd edition, Panerai will reopen its pop-up store inside Rho Fiera. The completely renovated space will offer an immersive experience in the brand’s world, combining tradition and innovation.

It will be possible to discover the brand’s new products, including the iconic models of its four main collections – Luminor, Luminor Due, Submersible and Radiomir – and some exclusive haute horlogerie creations. There is also great anticipation for the international premiere presentation of a new watch, an emblem of the distinctive design, technological innovation and advanced performance that characterize the Florentine Maison.

The Salone del Mobile in Milan is the world’s leading event dedicated to design, capable of attracting an international audience of experts and enthusiasts. Renewing this collaboration was a natural choice, fully in tune with Panerai’s values and identity.”

Jean-Marc Pontroué, CEO di Panerai