Florentine high-end sports-watch brand Panerai has opened its first pop-up store in Greater China in Hong Kong’s Harbour City Ocean Centre.

The 75sqm store follows a new ad-hoc design concept developed by Panerai’s creative director Alvaro Maggini. Guests are plunged into the “new Panerai universe” at the store through VR glasses, engaging in a multi-sensory installation that features dangerous sea creatures in an aquatic habitat of rocks, sand and shells.

The store is showcasing its latest novelties for the very first time in Hong Kong, focusing on the brand’s Luminor Due blue dial titanium watches.