Officine Panerai Malaysia has opened its first store.

The Italian luxury watchmaker’s new boutique is the brand’s 81st worldwide and fourth location in Southeast Asia, forming part of Panerai’s strategy to boost its market in the region. It was designed by Spanish architect Patricia Urquiola to depict Panerai’s naval and wartime heritage.

“Together with partner Swiss Watch Gallery, we look forward to providing an exceptional experience for our clients and conveying our values and Swiss know-how”, said Panerai Southeast Asia and Oceania MD Giacomo Cinelli at the launch.

“It’s a little exhausting for the local watch collectors here to keep having to travel to a Panerai boutique, so we are here for our existing clients and we provide an entrance and platform for the new ones as well”, he said.

Submersible timepieces feature prominently in the store’s range, retailing from RM57,700 (US$14,180) to RM168,470 ($41,400).