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Bulgari Bulgari Bulgari

Gérald Genta's 1975 Roman-coin-inspired design. Bulgari's best-selling watch for 50 years.

MB&F; and Bulgari Reimagine the Serpenti SJX Watches
Bulgari Reimagine Feb 10, 2025

MB&F; and Bulgari Reimagine the Serpenti

MB&F; turns 20 this year, and is celebrating in style with a number of new releases planned. The first was the launch of the Legacy Machine Longhorn editions just under a month ago, and today the brand has partnered with Bulgari to unveil the Bulgari x MB&F; Serpenti, a new take on the Italian jeweller’s iconic Bulgari creation. Available in three separate limited editions of 33 pieces each in titanium, rose gold, and steel (pictured above, left to right), the Serpenti takes on the provocative form of a serpent’s head, with the time read via rotating domes inside the creature’s “eyes”. Initial thoughts I’ve always appreciated the Bulgari Serpenti, arguably the only successful watch model to break with conventional bracelet design. So I was intrigued to see the brand’s collaboration with MB&F; dispense with the iconic spiral-shaped bracelet and focus instead on the serpent’s head. The intrigue of this Serpenti is centered on its case, which is understandably complex to create, given its flowing, organic shape and the need for enough precision to seal all five oddly shaped sapphire crystals well enough to earn a 30 m water resistance rating. With hinged lugs front and rear, the Serpenti will likely wear well on most wrists, despite its 18 mm thickness and 53 mm case length. The Serpenti is brought to life by a bespoke movement born from the HM10 Bulldog. Like its predecessor, the time is read via the “eyes” which are comprised of paper-thin aluminium domes; ...

Editorial: LVMH Reveals Movement Strategy with Bulgari Serpenti Automatic SJX Watches
Bulgari Serpenti Automatic Bulgari’s flagship Jan 24, 2025

Editorial: LVMH Reveals Movement Strategy with Bulgari Serpenti Automatic

Bulgari’s flagship launch at the recent LVMH Watch Week was the mechanical version of its signature watch, the Serpenti Automatic. Available as a Seduttori with a conventional bracelet and a Tubogas multi-loop bracelet version, the Serpenti Automatic is stays faithful to the model in terms of design. But the new Serpenti is notable for what’s inside: the newly developed Lady Solotempo BVS100 movement, which reveals LVMH’s plans for its watch division, which is now led by Frédéric Arnault. Conceived as a compact workhorse with a useful 50-hour power reserve, the BVS100 is an industrial calibre created by Bulgari, but it will be produced by sister brand Zenith, creating an “ecosystem” for the LVMH watch brands. The Serpenti Tubogas Automatic with its distinctive flexible, looped bracelet Initial thoughts The Serpenti is iconic Bulgari, and the BVS100 is an interesting, albeit industrial and cost-efficient, movement. But the most interesting section in the announcement of the Serpenti Automatic wasn’t about the watches themselves, but the background of the calibre: “The BVS100… developed and currently produced by Bvlgari in Le Sentier, is expected to be included in the future catalog of in-house movements available to other LVMH group Maisons and to be manufactured by Zenith… Bvlgari is proud to contribute to the manufacturing ecosystem established by LVMH in support of Watchmaking excellence and craftsmanship in Switzerland.” The “catalog of in-house ...

Bulgari Introduces the Serpenti Automatic SJX Watches
Bulgari Introduces Jan 24, 2025

Bulgari Introduces the Serpenti Automatic

Bulgari upgrades its signature snake-inspired watch with an all-new, in-house movement. Retaining the familiar oval case, the Serpenti Automatic debuts in two variants, the Serpenti Seduttori Automatic and Serpenti Tubogas Automatic, both equipped with the BVS100 calibre. A hint of where the LVMH watch brands are going, the BVS100 is a compact, workhorse automatic movement developed by Bulgari and slated to be produced by sister brand Zenith for other brands in the LVMH stable. Initial thoughts The historical Serpenti in enamel is arguably an iconic women’s watch, and the modern-day take on the design is bigger, bolder, and sports cleaner lines. While the Serpenti Seduttori is more subtle, the Tubogas version is especially compelling with its double-twirl bracelet that is classic Bulgari. The in-house movement is a worthy upgrade for this iconic design, although the movement is an industrial calibre rather than a high-end creation. That, however, is reflected in the relatively affordable price of the entry-level models, which start at about US$10,000. While the price is on the high side for a time-only watch with a straightforward automatic movement, it can be rationalised by the iconic design and excellent bracelet work, even on the base models. All-new movement The Serpenti Seduttori is offered in seven distinct variations - stainless steel, yellow gold, rose gold, rose gold two-tone, and white gold - with the option of diamond settings for the yellow gold and whit...

First Look – The New Bulgari BVS100 Lady Solotempo Automatic Debuts inside the Iconic Serpenti Monochrome
Bulgari BVS100 Lady Solotempo Automatic Jan 21, 2025

First Look – The New Bulgari BVS100 Lady Solotempo Automatic Debuts inside the Iconic Serpenti

Watch season officially opens with the LVMH Watch Week 2025. Originally scheduled to take place in Los Angeles from January 21 to 24, the devastating wildfires have led to the cancellation of the physical event. However, the launches are underway from LVMH’s stable of brands, including Bulgari, which comes with exciting news about its new, […]

First Look – The All-Blue Titanium Bulgari Octo Finissimo x Laurent Grasso Edition Monochrome
Bulgari Octo Finissimo x Laurent Nov 5, 2024

First Look – The All-Blue Titanium Bulgari Octo Finissimo x Laurent Grasso Edition

Ten years ago, Bulgari’s launch of the Octo Finissimo Tourbillon spearheaded the Italian brand’s march across the watchmaking landscape, razing records in the battle for ultra-thin movements/watches. Currently the holder of nine world records, the Octo Finissimo’s incredible mechanical feats are matched by the formidable geometry of its case, securing it a seat in the […]

First Look – The New Bulgari Octo Roma Striking 8 Days Monochrome
Bulgari Octo Roma Striking 8 Sep 25, 2024

First Look – The New Bulgari Octo Roma Striking 8 Days

Bulgari’s personality is intrinsically shaped by Rome, incorporating elements of the city’s magnificent imperial architecture into its fabulous jewellery and watches. The iconic Octo family, which includes the invincible legion of ultra-thin, record-breaking Octo Finissimo models, welcomes the new Octo Roma Striking 8 Days. If the watch looks familiar, it’s because the movement powering this […]

Introducing – The New Bulgari Serpenti Pallini Trilogy of High-Jewellery Watches Monochrome
Bulgari Serpenti Pallini Trilogy Sep 1, 2024

Introducing – The New Bulgari Serpenti Pallini Trilogy of High-Jewellery Watches

It’s fair to say that Bulgari’s ultra-thin Octo Finissimo watches have stolen the limelight for the past decade. However, Bulgari’s laurels have rested for decades on its fabulous and creative high-jewellery watches, spearheaded by the brand’s mascot, the Serpenti. Decked with fabulous gemstones, flexible Tubogas straps or whirling with tourbillons, Bulgari’s Serpenti has countless guises. […]

In-Depth – The New Bulgari Octo Roma Grande Sonnerie Tourbillon, And Some More Chiming Beauties Monochrome
Bulgari Octo Roma Grande Sonnerie Aug 29, 2024

In-Depth – The New Bulgari Octo Roma Grande Sonnerie Tourbillon, And Some More Chiming Beauties

The grande sonnerie is one of the most intricate mechanisms in watchmaking. Its creation requires the utmost technical expertise as hundreds of components are required to interact simultaneously and strike time indications perfectly. Bulgari has a rich tradition of crafting striking watches, having already produced grande and petite sonnerie watches. This expertise first originated from the […]

Introducing – The Staggering Beauty of the Bulgari Aeterna High-Jewellery Watch Collection 2024 Monochrome
Bulgari Aeterna High-Jewellery Watch Collection May 22, 2024

Introducing – The Staggering Beauty of the Bulgari Aeterna High-Jewellery Watch Collection 2024

Bulgari celebrates Rome, la città eterna, with a spellbinding collection of high jewellery watches congregated in the 2024 “Aeterna” collection. This year also marks Bulgari’s grand 140th anniversary. To celebrate, creative director Fabrizio Buonamassa brings out the big guns with some of the most extraordinary timepieces dripping with the brand’s signature coloured gemstones and his […]

First Look – Three New Editions of the Sporty Bulgari Aluminium Monochrome
Bulgari Aluminium Apr 26, 2024

First Look – Three New Editions of the Sporty Bulgari Aluminium

The launch of the Bulgari Aluminio in 1998 flew in the face of conventional watchmaking with its unusual combination of black rubber and lightweight aluminium. With its graphic solid black and off-white livery, the Aluminio soared in popularity as an attractive, entry-level sports watch with a slick Italian soul. Marking its much-anticipated comeback in 2020, […]

First Look – The Bulgari Octo Finissimo Tourbillon Manual Black Titanium Monochrome
Bulgari Octo Finissimo Tourbillon Manual Apr 8, 2024

First Look – The Bulgari Octo Finissimo Tourbillon Manual Black Titanium

Although the star attraction at Bulgari’s will undoubtedly be the new record-breaking Octo Finissimo Ultra, the Italian brand will also be presenting three iterations of the watch that started Bulgari’s trailblazing campaign of ultra-thin winners. Unveiled in 2014, the record-breaking Bulgari’s Octo Finissimo Tourbillon wowed the watchmaking world with the thinnest tourbillon movement (1.95mm) ever […]