Panerai Boutique Gains New Direction Under Female Ownership
The Officine Panerai Aspen boutique, a staple watch store of the downtown shopping district gains new life under female ownership. New owner and manager Elizabeth Smith, daughter of respected Scottsdale Jeweler and Panerai dealer Oliver Smith, has taken over the Panerai Aspen boutique, which remains at the landmark building at 400 Hyman Ave.
Elizabeth plans to bring her family’s renowned customer service and Panerai knowledge to create an inviting and informed shopping experience for collectors and first-time Panerai buyers alike. Panerai and the Smith family have a long history together, Oliver was one of the first companies to bring Panerai to the United States in 1998, just after the brand started wide distribution.
“We immediately recognized the importance of the Panerai style for our Scottsdale customer, which is a client that enjoys the outdoors. We are pleased to expand our Panerai business into Aspen for the same reason, as we see it reflects a great lifestyle watch for the community” – Elizabeth Smith
“The jewelry business is a multi-generational, long-term luxury business, I’m excited Elizabeth can become part of the Aspen community and bring our ideals to a new store.” – Oliver Smith
To celebrate the new management and reach out to the community Elizabeth and Panerai will be hosting a retrospective event to highlight the amazing history of the Panerai brand. Officine Panerai (known as Panerai for short) is a swiss watch brand with an Italian heritage that dates to 1860. The watch’s design started in WWII when Giovanni Panerai was commissioned to make watches for the Italian Navy, who had the first Navy Seal team in history. Since then the watches remain loyal to their heritage of the sea.
The event will run from July 20th to August 20th, with a special preview Thursday evening. This exhibition will take visitors through the history of the Panerai brand from WWII military supplier to modern watchmaking cult icon. The Panerai Boutique is open 7 days a week from 11 am to 6pm.