Overview of Bulgari

Founding and History

• Founded by great silversmiths, including Cheerio Bulgari.
• Third largest jewelry producer in the world.
• First shop opened in Rome in 1884.
• Initially focused on decorative silver pieces, later expanded to precious stones and jewels.
• Transition of ownership to Mr. Bulgari’s sons in 1932.

Serpenti Motif

• Market interest in snake-inspired jewelry was influenced by Queen Victoria's engagement ring.
• Bulgari adopted the serpentine motif in designs in 1948.
• First iteration of the Serpenti collection featured a coiled high jewelry piece with a concealed watch.
• Used mechanical movements from leading manufacturers like JLC, Piaget, and Vacheron Constantin.

Expansion into Watches

• In the late 20th century, Bulgari sought to expand into the watch market.
• Inspired by brands like AP and Patek.
• Hired Gerald Genta to create an original look for their watch line.
• Established a Swiss subsidiary for watch production in 1980.

Key Developments

• Launched the Bulgari Bulgari watch in the following decades.
• Continued development of the Serpenti collections and exploration of new materials and gem setting.
• Acquired manufacturing rights to Gerald Genta's and Daniel Roth's watch brands in 2000, gaining access to new designs.

Octo Finissimo Collection

• LVMH acquired a majority stake in Bulgari in 2011.
• Development of the Octo Finissimo collection began, launching in 2014.
• Features a highly faceted case with a thinness of only 5.15 mm.
• Gained respect within the industry for pushing boundaries in ultra-thin watchmaking.
• Experimentation with materials like sandblasted titanium and precious metals for dramatic styles.
• Known for setting records with complications in the past few years.

Market Position

• Bulgari's watches leveraged from niche fashion offerings to respected mechanical timepieces.
• Quartz timepieces range from a few hundred to low thousands of dollars.
• Current Octo collection production watches start around $4,000.
• Notable recognition includes winning the 2021 GPHG prize for the Octo Finissimo perpetual calendar.

Conclusion

• The Octo Finissimo collection is viewed as a future classic.
• Bulgari represents a significant player in the mechanical watch industry.