BVLGARI: A Timeless Blend of Italian Craftsmanship and Luxury

Authored by Lynn KEYROUZ

Maison Bulgari was founded in Rome in 1884 by the talented Sotirio Bulgari, the brand significantly established a reputation for italian excellence thanks to its renowed craftmanship and avant-garde desings. Associated with italian luxury, Bulgari’s pieces radiate elegance, grace and sophistication.

​

​

​

​

​

​

​

​

​

​

Values and Key Characteristics

Bulgari navigates around four key principles: luxury, innovation, craftsmanship, and legacy. As a consideration of its history in jewelry manufacturing, this Maison takes great pleasure in its exquisite attention to detail and incorporates precious metals and gemstones into its watches. Bulgari constantly pushes boundaries concerning the design while upholding its dedication to longevity and quality.

​

​Brand Identity and Distinctive Assets
The brand identity of Bulgari has strong roots in its Roman heritage, blending contemporary assertiveness with classical beauty. Bulgari distinguishes itself with the use of vivid colors, geometric shapes, and architectural inspirations. Its unique characteristics include its recognizable emblem, luxurious packaging, and defining design elements like the Tubogas bracelets and Serpenti style, which have come to represent the brand’s identity. These features are deeply rooted to the appeal of Bulgari watches and make them distinguishable.

​

Market Positioning and Relative Market Share

In the luxury watch making industry more precisely in the ultra luxury segment,, Bulgari is a fiercely competitive brand. Even though, the brand may not have the same market share as some swiss rivals such as Rolex or Omega, Maison Bulgari sets itself apart with its distinctive positioning, combining high-end jewelry horology expertise. The brand's watches are perceived as valuable and artistic creations that will go beyond timekeeping, appealing to a niche market that values design, status and finally craftsmanship.

​

The company’s market share is very large partly thanks to the success of its Serpenti series. In addition to making watches, the brand markets itself a manufacturer of opulent, wearable artwork, therefore drawing in customers who value exclusivity and classic design.

​​​​​​​​​​​​​​​

The Serpenti Collection: Timeless and iconic

The Serpenti line is one of Bulgari's most well-known watch lines. Inspired by the serpent, the Serpenti has significant cultural and historical meaning, signifying immortality, metamorphosis, and rebirth. This collection's twisting, serpentine bracelet design, effortlessly combines jewelry

with timekeeping, representing sophistication and empowerment. The unique design of Serpenti watches and their association with the brand's luxurious image make them extremely sought- after in the contemporary market.

​

​

​​

​

​

​

​

​

​

​

​

​

​

​

​

​

​​​​​​​​​​​​​​​​Market Analysis and Brand Selection Justification

Bulgari fits well within the luxury watch market, making it an excellent choice for this project. The brand attracts a high-end niche market that appreciates uniqueness, beautiful designs and especially the ability to combine watchmaking knowledge with jewelry craftmanship. Therefore, the selection of Bulgari is based on its distinct posture, more percisely considering its recently popular ‘Serpenti’ series. Finally, This brand stands out in the luxury watch market because of its unique background, solid morals, and striking design language.

​

Conclusion

Beginning in 1884 with Sotirio Bulgari's ideal of Italian perfection, Bulgari's history is deeply anchored in its Roman background. The brand's well-known workmanship and avant-garde designs have helped it become a symbol of luxury throughout the years. Its dedication to fusing horology with jewelry-making talent has produced classic lines like the Serpenti, which embody enduring elegance and self-determination. Bulgari is a well-known brand in the luxury watch industry today, renowned for its style, heritage, and commitment to excellence.​​​​​

​​

​

​

​

​

Sources:​​

1. Bulgari. (n.d.). About Bulgari. Retrieved from

https://www.bulgari.com/en-int/the-maison/about-bvlgari/bvlgari-history.html

2. TrueFacet. (n.d.). The History of the Bulgari Jewelry Brand. Retrieved from https://www.truefacet.com/guide/beginning-brand-bvlgari/

3. Ethos Watches. (n.d.). Bulgari – The Brand Story. Retrieved from https://www.ethoswatches.com/the-watch-guide/bulgari-the-brand-story/