Travel
heartbreaker takes readers on a captivating window shopping tour through Milan, highlighting luxury watch boutiques and vintage dealers. This post offers a unique glimpse into the city's horological landscape, from independent brands to iconic houses, and sparks discussion about the Italian watch market and collector experiences.
Introduction
Yesterday afternoon I've had some spare time in Milano and I've decided to do a fast window shopping. But, let's start from the end: this picture, with the warm colours of the italian's September dusk, is intended to remember you that Milano will host the Expo 2015. The theme of the Expo is "Feeding the Planet, Energy for Life" and the Exposition will have 132 participating countries. I think that a similar international event could be a perfect opportunity to organize a IGOTT, don't you?
First stop: Corso Magenta
My first stop was in Corso Magenta, where I wanted to visit Great Masters of Time, authorized dealer and importer of some indies like F.P. Journe, MB&F, Urwerk, etc., but it was still closed. Almost in front of it, at the number 22, you can find "Era l'ora" (in English it should sound something like "about time too!"), who sales and purchases vintage and collectible watches. Their windows where full of interesting timepieces, but my curiosity focused on the rare Omega and Rolex table displays and on a Patek Philippe whose box had the label of a Palermo's jewellery (forgive me, even when I'm far from my Sicily I can't stop thinking of her 
).
The first boutique I've inspected, on the right coming from San Babila, was the Bulgari one. With a bit of disappointment, I have to underline that it didn't show any timepiece. As we'll see later, IMHO it isn't a forgivable fault.
The next boutique, this time on the left, is the microscopic but very nice and well-assorted Jaeger-LeCoultre one. They had a lot of interesting pieces, as you can see. I've noticed that they were quite thick: I had the impression of very robust timepieces; but... they're not intended as sporty, right? Next time, I'd like to try them on my wrist, just to clear my mind.
A few step beyond: Officine Paneari.
Now we are in Via Pietro Verri, a cross street with Via Montenapolene. Here you can find four mythical shops: Cova, Larusmiani, Lorenzi and Pisa. The first one is a pastry shop and confectionery founded in 1817, the second one is a tailor shop whose origins date back to 1922, the third one is a cutlery shop settled down in Via Montenapoleone in 1929. The forth one should be quite renown to most of you...
The Lorenzi's windows are absolutely gorgeous: they're full of many incredibly refined accessories for men (and not only). The articles span in various proposals, each one spreading at the same time authentic luxury and very high quality. Here are some examples.
Pisa is a reference point for watch enthusiasts since more than sixty years. They're authorized dealers of the best brands. My highlight was on Vacheron Constantin, Piaget and Patek Philippe.
In front of Pisa, there's the Van Cleef & Arpels Boutique, with phantasmagoric jewels. Here's a picture of a beautiful set.
The next stop was in some way a surprise for me: the big Breguet boutique, opened in 2012. My impression was that they're timepieces are far more beautiful in real life that in picture. For example, the Reine de Naples Cammea is absolutely outstanding, while the Classique line, to my eyes, looks as an excellent blend of tradition and innovation! And what about the wall clock? Gorgeous!
If the Breguet boutique is big, what about the Cartier one, hosted in a huge palazzo, on the right side of Via Montenapoleone (coming from San Babila)??????
The Omega boutique unfortunately forced me to take a look to the calendar: I was not so sure to be in 2013 because the windows look exactly like on 2012, 2011, 2010, etc. etc. I've taken a pair of shot, but I was a bit bored :-( Well, at least the wall clock was nice!
Montblanc boutique.
Rolex supermark...
OPS! I wanted to write boutique I hope I won't hurt nobody if I post a
picture of some very understated Daytonas
Third stop: Corso Vittorio Emanuele
In Corso
Vittorio Emanuele my transformation in a perfect Milanese was finally done: I was a bit late, so I had to hurry up,
but it was a good thing because every true Milanese
is always, always in a hurry
A fast stop in a Swatch boutique, just to ask for the System 51: they said me it will be delivered the second half of October.
A quick picture of La Rinascente's, an important departement store, I would say a sort of Italian shopping-paradise. One of their window had this clock-inspired motif, but it was advertising the Merino wool... Could anyone comprehend the connection between wools and clocks???
My last window shopping was at one of the Rocca 1794 boutiques, placed very close to the Duomo. Yes, you guess right: they sell jewels and watches since 1794. Their windows had a large array of brands, from the most to the less prestigious. After having seen a lot of nice brand boutiques, I must confess that I didn't appreciate this kind of display. As anticipated before, I'm particularly regretful for The Bulgari display: it's not a good thing that in the very centre of Milano, thus, the very centre of Italy, Bulgari can show only 4 watches, moreover badly lighted and badly arranged.
Conclusions
I must say that I've had a strong perception of crisis, wherever I've gone, at least from an Italian point of view.
I was a bit disappointed I couldn't get any catalogue, to enlarge my collection.
I've forgotted to take a wristshot: next time I promise I won't forget it.
Finally, a mandatory shot to the Duomo and... via! to the airport bus express! I have to come back home! Arrivederci Milano!
Thank you for having read till now, ciao,
Elio
It is surprising how small these boutiques are compared to their counterparts in China. Shanghai now boasts the largest Breguet boutique in the world, the largest Blancpain boutique in the world etc etc, and Dubai must be similar. It is a big gamble on China, and I am not too sure it will pay off as the rents here are just as high as Europe, and the boutiques are empty since everyone goes abroad to buy their watches. Nothing like a stroll around Milano, although every time I go, I return with an
... as it is said to be the treasure chest of good conditioned vintage watches. Milan or Rome or anywhere. Gosh, I wish I had time, and most of all, the bank account or two to afford such trip and shopping! :-) Excellent photo report. Thanks, hearbreaker! Ken
Approaching a birthday for mid-life crisis, I got my first Cartier watch in Milano near via Montenapoleone. Ah......the memories.....since then, things have looked up. I t was a Cartier Tortue that the current Mrs MTF got me. Even more amazing is the same Mrs MTF is here today. My classmates are on their 3rd wives! One would assume than relatively intelligent medical men would not conduct an experiment for the 3rd time with two prior consecutive failures?!? 'Lorenzi' looks a cool shop that does
Shopping in Milano is terrific. I know only one place which is better than Milano: Roma.... To become mad! Thanks for the pictures, and to bring the good souvenirs back! Nicolas
I'm amazed by the number of watch stores and you mentioned the crisis. Considering that 1 euro buys 3 (or more) Brazilian Reais (our currency), I'm double amazed with the window prices. Thanks for this nice report. Cheers, Nilo
Given the deep italian crisis, everytime you're here it's a feast for our economy ;-) ;-) Thank you for your message! Elio
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