What is the Original Intention?

"In fashion, 'back to the roots' is a major trend right now. In this era of overflowing information and diversification, it's important to confirm our origins and roots. The Bulgari Bulgari, Bulgari's iconic watch, is also celebrating its 40th anniversary, perhaps signaling a time to reaffirm what its origins and original intention are."

At the "Bulgari Bulgari" exhibition, publicly displayed at the Bulgari Omotesando store,the new Bulgari Bulgari watchand its archive collection, Mr. Yoshimasa Hoshiba, a highly successful fashion director, shared his thoughts.




"While returning to our roots, technology in the fashion world also advances at an astonishing pace. Therefore, current, new items have evolved to become more attractive in every sense. This Bulgari Bulgari watch is also like that. The crystal and case had a flat, simple design for nearly half a century, but in the new generation, both have evolved into exquisitely curved, elegant forms. The internal mechanism has also significantly advanced, incorporating an in-house developed mechanical movement."

Italian "Spice"

Over these approximately 40 years, an enormous number of model variations have been created. Yet, something remains consistent across all of them. Mr. Hoshiba explains that this is the source of the watch's appeal.

"The appeal of the Bulgari Bulgari watch, above all, is that it's 'different from a watchmaker's watch.' Within the simple design unique to an Italian jeweler, there's a clever twist. The double logo 'BVLGARI BVLGARI' is one of its great twists."

Mr. Hoshiba further senses an Italian-style "hedonistic" lifestyle behind this timepiece.




"Hedonistic doesn't mean in a bad way, but rather an active attitude and value system of enjoying everything in 'clothing, food, housing, and leisure.' If you're going to wear something, it might as well be beautiful. If you're going to eat, it might as well be delicious. Life, daily living, can dramatically change just by adopting this way of thinking. It becomes more enjoyable. I feel that this 'spice,' common to Italian brands, is also present in this watch."

By maintaining an integrated system from mechanical movements to cases and dials manufactured in-house, the Italian "spice" of the new generation Bulgari Bulgari watch has become even richer and more profound than in previous generations.

"Every day becomes more beautiful and wonderful than the present. I believe this watch has the power to make that happen."