It is one of the most prominent high-end luxury watch brands yet to “go there.” Yes, Officine Panerai has opened up online sales to the U.S. market. And we see again that, rather than embrace a 3rd party seller, major watch brands are deciding that going direct to consumer with their own e-boutiques is the way to go for e-commerce. Right now, Panerai has 33 watch references are on offer. Also, a very large selection of straps and buckles, with a selector to help you pick a strap that will fit your particular watch model — smart move by Panerai.
On first pass, it looks to be very well done (unlike Breitling’s unequivocal disaster of an e-boutique (my review of that, right here)), with coherent product presentation and checkout flow. You can either checkout as a guest or create your own account which gives you access to things like a “wish list” and more. There is also a link to contact a “concierge” via email or telephone to answer any questions you may have. Wisely, Panerai offers a 30-day return policy as well. There is, as should be expected, a process to follow to do a return and get a refund. Shipping policy is also very favorable — FREE for purchase >$500, which would be everything except certain straps and buckles.
All in all, the Panerai e-boutique looks to be a very well executed and with a proper eye towards customer service and a good customer experience. The way it should be.
Check it out for yourself at: www.panerai.com/