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Pinarello has opened its latest flagship store in Zurich as it continues to strengthen its presence in Switzerland.
The Bottega di Pinarello is located at Bärengasse 10 in the heart of the city, around one kilometre from the Sechseläutenplatz where each of last week’s UCI Road World Championships races concluded.
Olympic champion Tom Pidcock was among the star guests in attendance at the opening ceremony, signing the Dogma XC he rode to victory in the men’s XC mountain bike event in Paris.
That bike will remain on display in the store along with a host of other historic items including other race-ridden bikes and signed Tour de France and World Champion’s jerseys.
Pinarello president Fausto Pinarello, who was also present on Friday, said: “We are thrilled to have launched our newest flagship store in Zurich, which has a passionate and longstanding appreciation of cycling.
“With the UCI Road World Championships having just taken place in the city, this felt like the perfect time to open our doors, and we look forward to showcasing our beautiful bikes and products to cycling aficionados from around the globe.”
The store will offer Pinarello’s full range of products, including the new Dogma F which launched earlier this year.
As is always the case, the new bike is reportedly lighter, more aero, stiffer, and, as a result, claimed to be faster than the model it supersedes.
Naturally enough, this new Dogma F also comes about as changes in UCI regulation, made some 12 months ago, have offered up wind tunnel verified aero gains – something which several bike brands have already taken advantage of.
In the launch material Pinarello points out that over the course of a Grand Tour, a 0.2% improvement in the coefficient of aerodynamic drag (CdA) equates to a 175g saving on the bike.
