Panerai suggests attendees of the forthcoming About Time Watch Weekend dress in active-wear when visiting the boutique, given the unique experience that’s on offer.

It’s a ‘ride’ challenge based on the rigours an America’s Cup team encounters in the famed yacht race, your chance to pit yourself – thankfully on dry land – against the parameters elite sailors measure themselves. (Hint: the crew need to stay focused for long periods, even under strong physical and psychological stress.)