There is a place, nestled between the Ligurian sea and hills dotted with olive trees, where time seems to pass more slowly. Portofino is not just a location: it is a state of mind, a promise of beauty that does not incur the passing of time. It is here in the picturesque Calata Marconi at number 45 that Verga 1947, one of Italy’s most renowned watchmaking-related families, has decided to write a new chapter in its history.
With the opening of its fourth boutique, Verga 1947 “leaves” for the first time its safe haven, Milan, to land in one of the Mediterranean’s most beloved villages. A deeply symbolic gesture that seals the union of two kindred souls, the Milanese one, pragmatic and visionary, and the Portofino one, sunny and refined. The result? A place that encompasses space, time and a long family tradition.
“Portofino has always been a popular destination for my family since I was a child,” says Umberto Verga, president of Verga 1947. “Opening a store in such a charming village has always been a dream of mine.” And when dream meets opportunity, the result is unique. A “window to the sea” that becomes a reference for generations of enthusiasts and collectors.
Founded in 1947, the company has spanned 75 years with passion and tenacity, leading four generations and always remaining true to one principle: to offer only the best. From the first historic store on Via Mazzini, a stone’s throw from Milan Cathedral, to modern boutiques in the futuristic Gae Aulenti district, each opening has been a staple in the city. Portofino is no exception; rather, it is the fulfillment of a vision that has always combined excellence and professionalism.
The new boutique is spread over a 40-square-meter area that gently skims the sea. The design and interiors, curated by architect Valentina Vincenzi, are a celebration of Mediterranean beauty. The Bronzetto di Trani marble floor, laid like a decking pier of sailboats, along with natural oak paneling and walls in shades of blue and light blue transports us to an incredible setting. This evocative image is further emphasized by the presence of a golden fishing net suspended from the ceiling revealing the eighteenth-century barrel vaults.
The ten display cases (seven of which are recessed into the walls, two free standing and one arranged on Trani marble tops) house the achievements of multiple brands such as: Hublot, Girard Perregaux, Gerald Charles, Grand Seiko, Norqain, TAG Heuer and Pomellato. They also include Verga Vintage, through a curated selection of second-wrist watches.
Opening in Portofino also means integrating the aesthetics and philosophy of the Italian dolce vita. That way of life in which time is not just a measure, but a choice of value. Walking along the pier, sipping a glass at sunset and choosing a watch as one would choose a travel companion: with care, emotion and boldness.
Verga 1947, with this opening, fits perfectly into this context. It does not impose, but dialogues. It does not chase trends, but interprets them. Above all, it offers an elegant and immersive shopping experience. The space is designed to welcome, listen and advise. Because the real luxury today is time, dedicated to oneself and the right choices.
“Our vision is always looking to the future,” say Riccardo, Federico and Filippo Verga, the company’s fourth generation. “Portofino is growing a lot, and we want to be part of this evolution.” A statement that resonates like a promise: to continue to innovate without ever losing identity. And in doing so, carry on a legacy that has been telling the value of excellence since 1947.
In an increasingly fast-paced and digital world, Verga 1947 reminds us that time still has an analog soul, made of precise moments, precious materials and passions passed down. And it does so from the most iconic place possible: that little corner of Liguria where charming colorful houses meet the ineluctability of time.
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