HOW DOES BVLGARI BALANCE PRESERVING ITS ICONIC HERITAGE WITH THE CONSTANT PUSH FOR INNOVATION IN PRODUCT DESIGN AND DEVELOPMENT? CAN YOU ELABORATE ON SPECIFIC INSTANCES WHERE THESE TWO FORCES HAVE COLLIDED TO CREATE GROUNDBREAKING PIECES?
It’s a delicate balance, and, to be honest, there’s no set formula. The key lies in staying true to the DNA of the brand while continuously pushing the boundaries of innovation. BVLGARI’s heritage is deeply rooted in Mediterranean history, Italian flair, and unparalleled craftsmanship. However, innovation is crucial. We strive to create pieces that not only reflect our storied past but also resonate with today’s discerning clientele. Take, for example, our ultra-thin watches-they embody this fusion of tradition and modernity, offering something distinctly BVLGARI yet refreshingly new.
BVLGARI HAS A HISTORY OF PUSHING THE BOUNDARIES WITH BOLD MATERIAL CHOICES. CAN YOU SHARE EXAMPLES OF HOW YOUR TEAM HAS EXPERIMENTED WITH UNCONVENTIONAL MATERIALS, AND WHAT MOTIVATES THESE CREATIVE DECISIONS?
We love to play with different ideas and perspectives. For instance, when we introduced the marble finish, it was a bold choice because
no one imagined that an ultra-thin watch could
be made from such a heavy material. I love that contrast—when people see the product and think, “Wow, why didn’t I think of that?” The Octo Finissimo is another example; it looks simple and easy to wear, but creating an ultra-thin watch with an integrated bracelet was anything but simple. My passion is to make complex things appear effortless because when something looks simple, it becomes more approachable and familiar.
WHAT IS THE CORE DESIGN PHILOSOPHY THAT GUIDES BVLGARI’S PRODUCT CREATION PROCESS? HOW DOES THIS PHILOSOPHY EVOLVE WITH CHANGING CONSUMER PREFERENCES AND CULTURAL TRENDS?
We focus on our iconic elements, like bold creativity. Twenty years ago, BVLGARI was bold in terms of aesthetics-big surfaces, empty spaces. Today, we’re bold in terms of creativity, not just aesthetics. Our Piccolissimo movement, for example, represents this boldness-one of the smallest mechanical movements on the market, with a round shape that no one else has.
GIVEN BVLGARI’S GLOBAL PRESENCE, HOW DO YOU INCORPORATE DIVERSE CULTURAL INFLUENCES INTO YOUR PRODUCT DESIGNS WITHOUT COMPROMISING THE BRAND’S DNA? CAN YOU SHARE EXAMPLES OF SUCCESSFUL CROSS-CULTURAL COLLABORATIONS?
This is where design philosophy comes into play-you have to make choices. There are always requests for specific types of watches, but we don’t always fulfill them because they may not align with our DNA. Clients might already buy those from another brand. If we made them 99% the same, it would be a disaster because the brand’s identity would be lost. We don’t stretch the brand too much, but we also avoid being too rigid. We need to be open-minded; otherwise, you wouldn’t have Serpenti or Finissimo. But at the same time, we must be the guardians of our DNA. Every day, we receive requests for watches with green dials, blue dials, stripes, or dots. If I fulfilled all these requests, by the time we’re at Watches and Wonders next year, our showcase would be cluttered with thousands of different watches, and you’d wonder, “What happened to the brand?” So, sometimes you have to say no, take risks, and say, “Yes, we’ll do it,” even if the market isn’t ready yet. But if we don’t start, they’ll never be ready.
HOW DOES BVLGARI ENVISION THE FUTURE OF LUXURY IN TERMS OF SUSTAINABILITY? WHAT STEPS IS THE BRAND TAKING TO MINIMIZE ITS ENVIRONMENTAL IMPACT WHILE MAINTAINING THE HIGHEST STANDARDS OF QUALITY AND CRAFTSMANSHIP?
The environment is a significant focus for the group, not just the brand. We follow all the necessary guidelines to be more eco-friendly, especially in watches, according to the rules set in Paris.
HOW IS TECHNOLOGY SHAPING THE FUTURE OF PRODUCT CREATION AT BVLGARI? CAN YOU DISCUSS THE ROLE OF DIGITAL TOOLS AND VIRTUAL REALITY IN THE DESIGN AND DEVELOPMENT PROCESS?
Technology plays a significant role because it allows us to produce ultra-thin watches on the market. It’s not just about connected watches; technology enables us to create a 1.6mm watch. We must leverage this technology to our advantage. Certain technologies intrigue us because they offer new perspectives on mechanical watches.
HOW DOES BVLGARI GATHER AND ANALYZE CONSUMER INSIGHTS TO INFORM PRODUCT DEVELOPMENT? CAN YOU SHARE EXAMPLES OF HOW THESE INSIGHTS HAVE LED TO SUCCESSFUL PRODUCT LAUNCHES?
There are many different clients, and it varies by region. Some prefer quiet luxury, while others want to showcase their power. It depends on the city. In London, for example, there’s a trend where people don’t want to wear watches because it’s risky. But in safer parts of the world, like Singapore, people enjoy wearing $100,000 watches. It’s similar in your region. In other parts of Europe or Italy, it’s less common. The social environment influences this, but there’s no one-size-fits-all client. That’s why it’s challenging to follow just one trend. Our clients are in Beijing, Rome, Dubai, New York-everywhere. We must remain consistent with our brand DNA because if we start catering to every regional preference, the brand loses its identity.
IN YOUR OPINION, WHAT ARE THE KEY TRENDS SHAPING THE FUTURE OF THE LUXURY MARKET? HOW IS BVLGARI POSITIONING ITSELF TO CAPITALIZE ON THESE TRENDS WHILE STAYING AHEAD OF THE COMPETITION?
It’s all about understanding the diverse client base and maintaining consistency with our brand DNA. Different regions have different demands-some focus on quiet luxury, others on showcasing power. Our goal is to stay true to who we are while adapting to these varied preferences. Ultimately, staying ahead means balancing innovation with heritage and knowing when to avoid trends that don’t align with our brand values.
