MEN'S CLUB's Vision for a New Era of Luxury | BVLGARI

BVLGARI | Bulgari

The Jeweler's Elegance and the Ideal Man of a New Era

In this feature, the editor-in-chief of a popular men's magazine discusses Bulgari's "Octo," a watch that set a new design standard with its distinctive octagonal shape. This time, Kageki Toga, editor-in-chief of MEN'S CLUB, shares the appeal of the "Octo" from various perspectives, including its design, values, and what a watch means to a man.

Photographs by KOBAYASHI Takashi (ITARU studio)Text by ITO Yuji (OPENERS)

A Form Born of Inevitability, Felt in Italy

For MEN'S CLUB, Bulgari's image has always been that of a classic luxury brand. However, since the "Octo" was introduced, I feel that perception has changed considerably. While retaining the delicate touch of a jeweler, the "Octo" possesses the most masculine atmosphere among luxury brands, which is its strength.

To go back a bit, I used to own a Bulgari aluminum watch. At the time, most men's watches were essentially extensions of women's designs. Then the "Aluminum" appeared, and I think it completely changed the way men's watch design was approached. It transformed a design that previously appealed to a select few into something that could be widely accepted. That, I believe, was the role the "Aluminum" played.

MEN'S CLUB Editor-in-Chief Toga

For the past few years, I've been attending Milan Salone, where I see countless buildings and products. When you experience excellent design up close like that, certain things become clear. Namely, 'Why was this design born in this place?' Bulgari is a historic brand, but I feel the "Octo" was released precisely because it was meant to be. It possesses a sportiness and masculinity that other brands lack, fitting for the times.

A Sporty Design That Resists Trends

While sporty designs are certainly in vogue, the "Octo" stands apart from that trend. That's why it doesn't feel like it's chasing trends. How should I put it? It has a core essence, a steadfast aesthetic. Especially this blue dial model; its color is something else. True to Bulgari, the sapphire blue hue makes it stand out even among the emerging trend of blue faces.

For this model with the blue alligator strap, I envisioned coordinating it with a navy-centric style, which MEN'S CLUB also focuses on. Specifically, navy paired with black is more practical and less risky than navy with brown. While brown pairings are common in Italy, I personally feel that navy and black suit Japanese sensibilities better.

This was my first time seeing the blue alligator strap, and it made me feel a jacket was essential, so I opted for a setup. With this combination, I imagine someone might say in conversation, 'You know, I saw someone wearing a beautiful Bulgari the other day' (laughs).

For Basic Black, Choose a Jeweler

The "Octo" with a black dial is also intriguing. Black dials are very basic, a design many people own. In such a landscape, the ability to subtly differentiate oneself is a mark of brand individuality. Unlike other black dials, the "Octo's" black clearly reflects its origin as a creation by a jeweler.

With this SS bracelet, it seems capable of complementing styles from suits and jacket-and-pants combinations to even something as robust as a diver's watch. Even when worn with a suit, it doesn't look dull, and its substantial feel, akin to a diver's watch, makes it elegant even with shorts and a long-sleeved knit.

Looking at these two "Octo" models, I feel Bulgari maintains its pride as a jeweler. While acknowledging trends, they coexist with an unwavering originality. That's why it doesn't pander to trends, and what's more, its strategic pricing is truly impressive.

The average age of MEN'S CLUB readers is mid-30s, with a little over 30% in their 40s. When selecting content for the magazine, we consider what they can afford. Excluding cars, watches are the most expensive items they actually acquire, and MEN'S CLUB proposes selecting them from a cost-performance perspective. This isn't just about choosing based on price; it's accompanied by in-depth text, akin to that found in watch-specific magazines, conveying the desire for readers to make informed choices based on logic.

The "Octo" possesses the elegance of a watch made by a jeweler, combined with masculinity and a restrained playfulness. This balance, this skillful calibration, is what leads to its excellent cost performance, making it a watch that can be cherished for a long time.