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High-end watches are a tough subculture to track, mostly because the good ones tend to be so rare as to require a trip to Italy. But if it’s just a trip to midtown Manhattan…

Panerai just opened up a Madison Avenue branch and, recession aside, their timing couldn’t be better. A Ferrari collaboration (available in store) and two years of high demand and low supply have transformed them into one of the most sought-after brands in the watch world.

Of course, for a product that prides itself on perfect efficiency, they wouldn’t skimp on a little in-store design…

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—R.B.

CONTRIBUTORS

  • Russell Brandom

RESOURCES

545 Madison Avenue (at 55th St)
212-888-8788