Meet the designer ………….

Simona Di Stefano.

Simona was born into the leather business that was started by her great-great Grandfather Bruno Allegrini at a time when it was the largest Tannery in Italy.

Her knowledge and experience of Italian Leather and all the characteristics that make it so special was not so much learned playing around the tannery as a child but was already in her blood.

Simona had one other early passion that followed her through her life – Panerai watches.

After gaining a First Class Post Graduate Degree in Economics she followed her passion and went straight to work in the Panerai Boutique in Firenze as the first Manager of the new Flagship Panerai Boutique – and went on to manage the original store for 4 years before being asked to open the very first of the new Panerai exclusive Boutiques in Portofino.
Simona loves to create the high quality, beautiful watch straps for both Panerai watches and many other Luxury watch brands like IWC, Cartier, Jaeger LeCoultre – she is always happy to offer advice so please feel free to contact her and she will be happy to recommend one of her designs for any specific watch you have in mind
She will also be there to help design or advise on any custom strap projects you wish to design for your special watch.

Showroom and Contact

The DS Firenze showroom is a mere 5 minutes in a Taxi from the Panerai Boutique andย  Simona and Chris invite you to come and visit, enjoy a coffee or a glass of wine and try on some of our unique, artisan crafted straps with no obligation to buy – just come and have some fun trying various straps on your new watch or your old favourite.

We are all Panerai fans at heart and enjoy talking watches and seeing our straps on different models so come and have some fun.

If you prefer to walk to the showroom then we are just off the Viale Michelangelo so the perfect stop off point on the way up to the Piazzale Michelangelo to take in the majestic view of the Medieval City of Firenze. It is a 20 minute stroll at the very most – just walk over the Ponte Vecchio and then along the riverbank and 5 minutes up the Viale Michelangelo and there you will find the DS Firenze showroom.

We will make you feel very welcome and ask only that you try to give advance notice of your visit so that we can be sure to make your visit the best it can be.

There is never any obligation to buy, so do not hesitate to come even if only for a coffee and a chat.

We speak Italiano, Espanol, Deutsch, Francais and English.

To make an appointment – Just send an email to the address below or call 24 hours before you would like to visit and let us know if you prefer to visit in the morning, afternoon or evening and we will be sure to be there when you arrive with a warm welcome and a smile. We know your time in Firenze is probably precious and that plans change or lunch can last a little longer than planned – just call and let us know and we will make it another time that suits. If your decision to visit is more spontaneous then we will always try and be there to welcome you however short the notice.

The email address is :

The contact number is : 0039 + 055 6818005
0039 + 338 5099368