We are in the heart of the city, at via Verri 7. Right here has just been opened the new flagship store by the most famous multibrand of Milan: Pisa Orologeria. One of a kind, a Time specialist. He controls Time. He defines Time. He tells and even changes Time. Pisa Orologeria.
You can almost imagine the original boutique. Grandpa Ugo (Ugo Pisa, the founder) at the counter of the 50 square meters shop, welcoming the élite of the capitol, contributing to the rebirth of the city, impatient to leave the war behind. Then the explosion, the sixties, the economic boom and the exponential growth of the high-class watch shop. And the establishment of a status symbol that even today goes beyond the boundaries of luxury. Such a small item yet so incredibly important. Who are we without the measurement of Time? Minutes, hours, days, years and eras defined by conventions, just as subjective as they are fundamental.
It is 2008 when the store is renovated into a space to more adequately handle the changing times and business. International men, high finance, politicians, investors, business men, actors, soccer players, entertainers… go ahead and add to this list any other personalities your imagination can bring up, have crossed this threshold. Now, eight years later, the new flagship store – over 1.200 square meters – has just been launched.
Just observe, and let yourself been taken by the mechanical and esthetic perfection that the watches sold by Pisa represent: Richmont Group with Jaeger-leCoultre, Panerai, A. Lange & Sohne, Vacheron Constantin and IWC, just to name a few, the Swatch group with Breguet and Lvmh with TAG Heure and the Hublot, among other more important Independents of whom excel Audemars Piguet and Franck Muller and the single Master watchmakers like Greubel Forsey, Parmigiani Fleurier and Richard Mille.
Passing the threshold and finding yourself in front of the counter, stops Time and makes you feel like you’re in another dimension. Maybe it’s because, even though it’s high-class, the store is overflowing with people. Maybe it’s because you can hear so many foreign languages. Maybe it’s because the attention to the client is intense yet never invasive. Maybe because it’s so far out of our reach. Maybe we’ve just gone in for an astonishing graduation gift. Or maybe we’re about to do the craziest thing we’ve ever done. Maybe we’re just used to this type of luxury. Or maybe we’ll never be able to afford it. But if you appreciate beauty, there is no other shop that deserves a visit more than this one.
Still in via Verri, still in 2008, Pisa Orologeria inaugurated the Patek Philippe’s Boutique, in what once was the original boutique. A social gathering, a place where every watchmaking passionate can find its space, a place which preserved its familiar dimension. Growing without loosing the link with its origins, with that small little street in which everything began. This is real success. This is Pisa Orologeria.