Watchmakers opt for understatements

Officine Panerai's Radiomir 8 Days GMT Oro Rosso

The Radiomir 8 Days GMT Oro Rosso watch dial shines like a diamond because it is made of the copper-platinum alloy 5NPt.

It's just one of the innovations introduced by watchmaker Officine Panerai, which is celebrating its 10-year anniversary with a huge exhibition at its Hong Kong boutique.

The company's 48 special edition watches are presented in a mysterious and elegant setting of black walls, warm and dim lighting.

Unlike fashion labels that like to make a splash with their decor, watchmakers are more understated so they can show their wares to the best advantage.

The exterior of Officine Panerai's boutique in Hong Kong (opened in 2002) has a low-key brown facade.

Inside, watches are displayed behind porthole like glass windows and the store has a discernible military ambience.

Officine Panerai has a long connection with the military. The label used to develop equipment for the Royal Italian Navy, producing clocks for submarines.

Kang Weikai, China's celebrated watch expert says it is important for watch stores to connect with their label's culture.

For example, Breitling, brags of its connection to aircrafts and aviators by introducing airplane models to its store at the newly opened Parkview Green Fangcaodi Shopping Mall, in Beijing.