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With “Immersion” in Florence, Panerai Brings a Sensory Dimension to Its History

By Jacqueline Chelliah20 août 2026

From a family workshop to the depths of the ocean, Panerai is transforming its heritage into an immersive experience in Florence, marking the centenary of its historic boutique. For ten days, the public and the brand’s many enthusiasts will have the opportunity not only to discover, but also to experience, the rich history of Panerai.

The Panerai exhibition in Florence will offer visitors a journey into an immersive underwater world (Panerai)

Panerai will unveil Immersion at Florence’s Museo Marino Marini from September 10 to 19, 2026. The exhibition celebrates the 100th anniversary of the Maison’s historic boutique, located in Piazza San Giovanni, and offers a contemporary interpretation of the forces that have shaped the brand: functionality, performance and adventure.

Into the Depths

The journey begins with the Panerai family, whose Florentine activities evolved from watchmaking and retail into the production of precision instruments for the Italian Navy. This collaboration gave rise to a distinctive technical identity, defined by exceptional legibility in the dark, water resistance, robustness and an impressive power reserve.

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Visitors then enter the atmosphere of a secret military workshop before plunging into an immersive underwater world. The experience continues with stories of contemporary adventurers facing frozen lakes, polar landscapes, jungles and oceans, environments in which the watch becomes an instrument rather than simply an object.

The poster of Panerai's "Immersion" exhibition in Florence, Italy (Panerai)

A Heritage Reimagined

The final chapter turns to sailing, juxtaposing the intensity of competitive sport with the slower rhythm of long distance navigation. More than a traditional watchmaking exhibition, Immersion seeks to give a sensory dimension to Panerai’s philosophy.

Ten years after Dive Into Time, also presented at the same museum, the brand is returning to its Florentine roots with a story that looks firmly toward the future. Its heritage is no longer simply a story to be told, but a source of innovation and inspiration.

Visitors can register for the exhibition on Panerai’s official website.

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