Every major city now boasts at least one watch specialist, but what about the very metropolis that is, arguably, the heart of horological passion? Italy has long been a crucible for horological style, shaping trends, tastes and even the creation of sobriquets for classic timepieces. The top city for Italian watch enthusiasts is Milan, and their go-to destination has long been Pisa 1940 and its mono-brand boutiques, which is reasserting its supremacy with the redesign and reopening of the first floor of its Flagship Store at Via Pietro Verri 7, home to more than 30 brands.

A home to over 30 brands in-store, Rolex CPO Program, and a vintage collection

In reopening the first floor of the Flagship Store, Pisa 1940 has undertaken a restyling project inspired by the concept of creating a “boulevard” which serves the entire space. This pathway is dedicated to brands with shop-in-shops, including Blancpain, Tudor, Panerai, Bvlgari, Zenith, Piaget and Chopard, all reflecting the distinctive Pisa 1940 style, which creates a harmonious coexistence.

Next, the “boulevard” flows into the large “atelier” with a lounge area for the comfort of Pisa’s clientele. In the “atelier”, a curated selection of pre-owned and vintage watches will be on display, notably including those from the Rolex Certified Pre-Owned program. This exclusive arrangement assures clients purchasing these coveted vintage timepieces that the watches they acquire are 100-percent authentic, correct, guaranteed and, above all, certified.

To establish the timeless sensation of Pisa 1940, attention to detail is paramount. The designers exerted extra care in choosing the materials: marble and parquet for the floors, brass finishes, nubuck coverings and the incorporation of innovative design elements for the walls. Applied to the palette for the materials are sharp angles and shapes, their geometric exactness serving as a tribute to the technical precision of fine watchmaking.

At the end of the “boulevard”, the visitors arrive at the Salone dei Gioielli, an exclusive space dedicated to the best high- end jewelry brands, including Boucheron, Chaumet, Messika, Palmiero and Pisa Diamanti.

While honoring Pisa 1940’s past, the reopening will also herald the future of watch purchasing. Pisa 1940 has joined forces with Lunu Pay, a leading provider of cryptocurrency payment solutions. Offered both in-store and online via its Shopify e-commerce platform, pisa1940.com, this will streamline purchasing. The clients simply scan a QR code, select their preferred cryptocurrency wallet, and confirm the payment within seconds. The Lunu Pay Terminal enables transactions at the point of sale with the same ease as using a traditional credit card.

A special boutique edition with Hublot

No renewal of this scale could be complete without a special watch to celebrate the achievement. Created by Hublot is the limited edition, Classic Fusion Special Edition Boutique Pisa 1940. This exclusive creation for 2025 is the fruit of collaboration with the famous Vittorio Carena Studio. It reinterprets the Classic Fusion with a unique message, paying homage to the beauty and architecture of Milan by making reference to one of its most iconic symbols: the Galleria Vittorio Emanuele.

Signifying the spirit of this 42mm watch is the truly unique dial. Within its confines, Hublot and Pisa 1940 have captured the essence of the Galleria’s dome on a blue Sunray background. It embodies the balance between classicism and innovation, creating a visual statement of how design, be it a building or a watch, is a universal experience. This in turn reinforces the Art of Fusion concept that has always defined Hublot, where fusion is not just a meeting of materials, but a blending of vision and passion.

Available in only 25 pieces in total, the Classic Fusion Special Edition Boutique Pisa 1940 will be offered in three variations. 10 each will be fashioned from black ceramic or titanium, with five in 18K King Gold, Hublot’s exclusive, in-house-developed alloy. Each watch is powered by the HUB1110 self-winding movement, and comes with a rubber strap that recalls the sporty, innovative and sophisticated invention of this Swiss manufacture.

Like a visit to Pisa 1940 itself, the Classic Fusion Special Edition Boutique Pisa 1940 is an essential piece for every collector — and all who have a special connection with the city of Milan.

Tech Specs: Hublot Classic Fusion Special Edition Boutique Pisa 1940

Movement: Self-winding Caliber HUB1110; 42-hour power reserve
Functions: Hours and minutes, central seconds
Case: 42mm × 10.4mm; titanium, black ceramic or 18K King Gold; water-resistant to 50m
Dial: Blue
Strap: Blue textured rubber with folding clasp
Price: EUR 10,500 (titanium) / EUR 12,500 (black ceramic) / EUR 26,200 (King Gold)
Availability: 10 pieces each in titanium or black ceramic; five pieces in King Gold