Watch & Jewelry
December 14, 2015
A World-Renowned Industrial Designer on the Ideal Watch Design | BVLGARI
BVLGARI OCTO
For the Gentleman Driver
A short series on the limited edition models added to Bulgari's "Octo" collection. In this final installment, we interview industrial designer Ken Okuyama, who was in charge of the design. He shares his concepts and the philosophy behind his designs.
Photographs by JamandfixText by OGAWA Fumio
It Started With a Phone Call
This is the final installment of a short series on the Bulgari "Octo Velocissimo KEN OKUYAMA DESIGN Japan Limited Model" and "Octo Solotempo KEN OKUYAMA DESIGN Japan Limited Model," released in the fall of 2015. In this final part, we interview industrial designer Ken Okuyama, who was responsible for the design. What did Mr. Okuyama consider when designing watches for Bulgari, an Italian brand based in Rome?
"I received a call from Fabrizio [Buonamassa Stigliani], the director, inviting me to work on the 'Octo' line. When I paused for a moment to consider, he continued to tell me about his thoughts on the commonalities between Italian and Japanese design, and the connection between watches and cars. Hearing that, I felt I had to do it, and I was fired up."
As in the first installment, Mr. Okuyama was interviewed at the Bulgari Tower in Ginza. This was during the time between the press conference and the cocktail reception. The press reception was very positive, and Mr. Okuyama, with a constant smile, began to talk about the background of the design.
The Target User: The Gentleman Driver
"The intention of Bulgari, our client, was to release these two models as a limited edition for Japanese customers who prefer elegant items. Fabrizio mentioned that they had a more specific user image in mind: the gentleman driver. Someone who is a businessman by day and enjoys hobbies on the race track on weekends. He wanted me to design watches for these individuals, who embody a lifestyle that can be called culture, much like the high-potential sports cars produced by kode9. That was the request."
The project began in 2013. Ken Okuyama and Fabrizio Buonamassa Stigliani deepened their discussions through phone calls and emails. Mr. Okuyama prepared numerous idea sketches, to which Mr. Stigliani responded with comments based on the philosophy of Bulgari watches. Mr. Okuyama recalls that these watches were created with enjoyment by both of them.
Mr. Okuyama, in fact, harbored his own philosophy regarding watches.
A Dial Evoking Sports Car Instrumentation
"What should a watch be? What I always consider is that the model should be recognizable even from five or ten meters away. Although it's a small item, it must stand out. And when you look at it closely, you should find enjoyment. That is my ideal watch design."
For the "Octo Velocissimo KEN OKUYAMA DESIGN Japan Limited Model," Mr. Okuyama's concept of wanting to "primarily use black and red" was adopted for the overall image. With a dial reminiscent of sports car instrumentation, it is indeed recognizable at a glance from afar. The details are also meticulously crafted. The 41mm case features a DLC (Diamond-Like Carbon) finish. Additionally, it boasts a sunray-finished anthracite dial, matte black snail-finished hour and minute counters bordered by diamond-polished fillets, rhodium-plated indexes, and a red "minute track" along with large "12" hour markers. The semi-transparent sapphire case back is signed by Ken Okuyama.
The "Octo Solotempo KEN OKUYAMA DESIGN Japan Limited Model" follows a similar approach. The 41mm stainless steel case, DLC (Diamond-Like Carbon) finish, and the designer's signature on the semi-transparent sapphire case back share the same concept as the "Octo Velocissimo." The central zone of the sunray-finished anthracite dial is matte black, bordered by a diamond-polished ring. Rhodium-plated indexes and red minute tracks, along with the "6" and "12" markers, catch the eye.
The Ultimate Tool for Expressing Style
Mr. Stigliani's idea was to "make the details stimulating." It wasn't just about pursuing functionality, nor was it about avoiding elements that were excessively conspicuous from a design perspective. The intention was for the wearer to discover various elements over time. Mr. Okuyama kept this in mind when designing the Bulgari watch.
"I consider these two watches to be lifestyle products. Buying one won't change your life. I hope users will see them as a pinnacle, or an ultimate tool, for expressing the style they have cultivated over time. My envisioned scenario is this: wearing this watch on the weekend to participate in a race, and then going to the office on Monday. Seeing the Octo on my wrist, recalling the race, and feeling a sense of joy. That would make me happy. This is the meaning embedded in the concept of 'for the gentleman driver.'"
The Essence of the BVLGARI OCTO
Bulgari "Octo": Recommended Models This Time
Octo Velocissimo KEN OKUYAMA DESIGN Japan Limited Model
Case | 41mm
Movement | Caliber Velocissimo (Automatic)
Power Reserve | Approx. 50 hours
Jewels | 31
Strap | Black alligator
Price | ¥1,317,600
Limited Edition | 200 pieces
Octo Solotempo KEN OKUYAMA DESIGN Japan Limited Model
Case | 41mm
Movement | Caliber Solotempo
Power Reserve | Approx. 50 hours
Jewels | 31
Strap | Black alligator
Price | ¥1,047,600
Limited Edition | 50 pieces
Ken Kiyoyuki Okuyama
Industrial Designer / Representative of KEN OKUYAMA DESIGN. Born in Yamagata City in 1959. After working at GM and Porsche, he became Design Director at Pininfarina, gaining attention for his designs of the Ferrari Enzo and Maserati Quattroporte. Since 2007, as the representative of KEN OKUYAMA DESIGN, he has been involved in the development and sales of automobiles, interior products, and eyewear under his own brand. His designs for Yanmar tractors and Shinkansen bullet trains have also garnered acclaim.