A Collection of Masterpiece Timepieces Unveiled, Befitting the 130th Anniversary

The undisputed world-renowned luxury jewelry brand, Bulgari, was born in 1884. Founded in Rome, Italy, the company began manufacturing watches in 1977. Today, it even produces ultra-complicated mechanical watches, such as the world's thinnest tourbillon. In particular, the last decade has seen the emergence of an unprecedented, reborn Bulgari, with the introduction of its own movement in 2007 and the new "Octo" series in 2012. The mastermind behind this transformation is Guido Terreni. We interviewed him about the anecdotes behind model development and his aspirations for future creations.

Vertical Integration in 2007

When thinking of Bulgari watches for men, many may recall the iconic Bulgari models from the 1980s and 90s, with their beautiful polished bezels engraved with "Bulgari-Bulgari."

After that, Bulgari underwent significant transformations in line with the times in the 2000s, and its watches have changed dramatically over the past decade.

The person responsible for this is Guido Terreni, whom we interviewed for this feature. He joined Bulgari in 2000 and is the head of the watch division that has created Bulgari's current hit products.

"The first watch I worked on was the 'Gerald Genta Retro Sonneri.' It was a very complicated watch and a memorable project," says Guido Terreni.

He is the person who has directed the development of Bulgari's current lineup, including the men's "Octo" and the new ladies' series "Lucea."

In the past, Bulgari had three distinct brands: the traditional Bulgari, the slim-watch specialist Gerald Genta, and the complicated-movement expert Daniel Roth. However, a major reform took place in 2009, integrating these three brands.

"For example, when incorporating complex mechanisms like those of Gerald Genta into Bulgari, there was a tendency to include too many elements. So, we strengthened the case with a more robust image and perfected the basic form. That became the Octo," explains Guido Terreni.

What first captivates about the Octo is its case, composed of 110 facets. While slim, such a complex, multi-faceted case is unique. However, what is even more intriguing is the dial.

"Actually, the black dial of the Octo is composed of multiple layers. It's a subtle dial, but I believe these individual details contribute to the Bulgari essence," says Guido Terreni.

The beauty of the case, expressed through its mirror-polished finish, and the sapphire set in the crown, were supported by many users who appreciated Bulgari's departure from its previous approaches. In 2014, a chronograph was added.

An Encounter with Watchmakers Who Know Bulgari Inside Out

Guido Terreni joined Bulgari in 2004, but alongside product development, he had another mission: establishing a robust product development structure. Creating superior products required the best artisans and the best environment.

This is what Bulgari advocates as "vertical integration" of its manufacturing divisions. In other words, further strengthening the collaboration within Bulgari's manufacturing departments.

"There was a plan to relocate the case and bracelet manufacturing departments. If relocated, we risked losing excellent skills and know-how. We reconsidered the relocation plan and focused on strengthening the collaboration within the manufacturing sites, leveraging the strengths of each," explains Guido Terreni.

The brand has been a constant source of news, with the unveiling of Bulgari's first in-house movement in 2010, the launch of the Octo in 2012, the appointment of Jean-Christophe Babin, a seasoned expert in watchmaking, as the new CEO in 2013, and the introduction of the new ladies' line "Lucea" in 2014.

So, what new products will be developed in 2015?

"We will announce new creations in Geneva, Switzerland, in January 2015. Let's leave it at that for now and look forward to it," says Guido Terreni.


With the new product launch event in Geneva, Switzerland, just a few days away, and Baselworld in Switzerland also approaching in March, we eagerly anticipate Bulgari's 2015 creations, the fruits of Guido Terreni's innovative drive.

PROFILE
Guido Terreni
Currently 45 years old. As the Managing Director of Bulgari Group's Watch Business Unit (WBU), he is responsible for planning business strategies related to all watch operations. As the head of this division, he has been a key figure in leading the vertical integration that the group has pursued for many years, from product development (concept work to design development, etc.) of men's and ladies' watches. He oversees staff as the head of the WBU. Mr. Terreni joined the Bulgari Group 14 years ago. After serving as Product Manager for Men's Watches and subsequently overseeing all watch products, and then as Marketing Director, he assumed his current position in 2009.