IN A SEAMLESS UNION BETWEEN TWO HERITAGE BRANDS, AN UPSCALE TIMEPIECE SHOWROOM DEBUTS IN SHORT HILLS JUST IN TIME TO CELEBRATE THE SEASON OF GIVING

BY TIA KIM

London Jewelers and Panerai share similar origin stories. The former was launched in a humble Glen Cove storefront in 1926 and has since expanded to several ultra-luxury jewelry and timepiece boutiques across Long Island, NYC, and New Jersey, while Panerai, born in 1860s Italy, has grown from a small shop into one of the most exclusive and coveted sports watch marques in the industry, sought after by celebrities, dignitaries, and style maestros from Milan to Manhattan. This fall, the two brands joined forces to debut a Panerai boutique in the upmarket Short Hills mall, where London Jewelers also operates a full-service showroom.
“The boutique is the embodiment of the brand’s center pillars: Italianity, the world of the sea, modern heroes, and technicity,” noted the London Jewelers team. “These elements blend seamlessly to capture the essence of the Maison, taking customers on a sensory journey that merges luxury, heritage, innovation, and the spirit of discovery.”
The experience begins with the first glimpse of the contemporary storefront, marked by Panerai’s illuminated logo against a black awning and a floor-to-ceiling glass front inviting passersby to peek inside the watchmaker’s world. One step inside reveals a soothing palette of natural woods, glossy marble effect flooring, shiny metal grid accents, and sprinkles of blue to commemorate the brand’s connection to the sea. Luminescence is also a clear theme, showcased through the now iconic retro illuminated clock, a signature feature in all Panerai stores.

“The marble effect flooring is inspired by Italy’s rich architecture and design history,” explained the owners. “The wood veneer and metal grids contribute to the boutique’s contemporary aesthetic. The use of the color blue to symbolize the sea and the numerous marine-inspired elements and details are expressions of the brand’s integral connection with the underwater and diving world.”
Stylish sales consultants are standing by to bring the maker’s famed sports watches from behind the glass, pieces like the flagship Luminor Marina, featuring a brushed steel case with either a steel link or alligator strap. Guests are also invited to examine timepieces in the dedicated lounge, ornamented with Italian furniture and a library of Italian lifestyle and design books, all available for browsing. State of the art, interactive screens are also on-site for shoppers to explore the product range.
Three brand new timepieces from the recently expanded Luna Rossa Collection are also on display, which celebrate the Panerai partnership with the Luna Rossa Prada Pirelli team in the quest to conquer the 37th America’s Cup. “The new watches represent Panerai’s pursuit of crafting precise tools through research, new materials, and high technology,” added the owners. “The new pieces each feature novel creatives inspired by Luna Rossa’s boat materials and aesthetic codes with a diverse appeal for all genders.”

Panerai
1200 Morris Tpke suite A112, Short Hills, panerai.com