Bvlgari Celebrates 50 Years of the Bvlgari Bvlgari Watch

For half a century, the Bvlgari Bvlgari watch collection has stood as a paragon of Italian elegance, blending the Maison’s mastery of jewelry and horology into an icon that transcends time. To mark its 50th anniversary in 2025, Bvlgari unveils a breathtaking reinterpretation of this legendary collection, introducing marble dials that evoke the grandeur of Rome itself. These four new models—available in 26 mm and 38 mm case sizes—pay homage to the collection’s heritage while pushing the boundaries of craftsmanship and design.

The story began in 1975, when Gianni Bulgari envisioned a timepiece that would break the mold of traditional luxury watchmaking. Initially crafted as an exclusive gift for top clients at Bvlgari’s Geneva boutique on rue du Rhône 30, the watch fused jewelry, horology, and fashion in a way that was revolutionary for its time. Its bold bezel, engraved with the brand’s name in Roman-style typography—a nod to ancient Roman coins—set it apart as a statement of identity and audacity.

In 1977, legendary designer Gérald Genta reimagined the watch, transforming it into Bvlgari’s first signature collection. This redesign cemented its status as a cultural and aesthetic touchstone, capturing the allure of Rome’s Eternal City and the charisma of Italian flair. The “BB,” as it became affectionately known, captivated luminaries from Sting and Tina Turner to modern icons like Zendaya and Bill Gates, its timeless appeal resonating across generations.

The 50th anniversary editions elevate the Bvlgari Bvlgari to new heights with dials crafted from natural marble—a material synonymous with Rome’s architectural splendor. Bvlgari has long revered marble, treating it with the same precision as its most precious gems. Cutting this delicate stone into a watch dial is a feat of artistry, as marble’s natural veining ensures each piece is utterly unique. The result is a collection that feels both ancient and contemporary, a fitting tribute to a watch that has always balanced heritage with innovation.

The anniversary lineup includes four models, each a masterpiece of design and craftsmanship. Two feature “Verde Alpi” green marble dials set in yellow gold cases, exuding a rich, earthy elegance. The other two, housed in rose gold, showcase blue marble dials: the 38 mm model features deep “Blu Incanto” marble, while the 26 mm version dazzles with icy “Azzurro Infinito.” The smaller models are adorned with diamond hour markers, adding a touch of sparkle, while the larger versions are powered by the Solotempo BVL 191 automatic movement, offering a 42-hour power reserve. Each case back is personalized with a “50th anniversary” engraving, and the bezels proudly bear the “BVLGARI ROMA” inscription, a nod to the collection’s origins.

The Bvlgari Bvlgari’s aesthetic is a love letter to Rome, its silhouette echoing the marble columns of the Pantheon and the city’s monumental peristyles. The double-logo bezel, introduced in 1934 during the renovation of Bvlgari’s Via Condotti flagship, remains a hallmark of the brand’s identity. This Roman-inspired typography, paired with the watch’s clean, bold lines, creates a design that is both simple and commanding. As Fabrizio Buonamassa Stigliani, Bvlgari’s Product Creation Executive Director, notes, “The Bvlgari Bvlgari watch is both simple and bold, always in tune with the times. Its pure design perfectly embodies our DNA without the need for additional ornamentation.”

The 50th anniversary extends beyond watches to the Bvlgari Bvlgari jewelry collection, which revisits the icon’s original audacity with fresh creations. Highlights include an 18 kt yellow gold necklace and bracelet, a versatile sautoir with reversible mother-of-pearl and onyx disks, and a reimagined handmade chain with a chunkier, modern aesthetic. The new wire bracelet, available in rose gold with mother-of-pearl or yellow gold with black onyx, brings everyday luxury to life with unmistakable flair. These pieces, like the watches, honor the collection’s heritage while embracing contemporary style, transcending gender and generations.

The anniversary models are as technically impressive as they are beautiful. The 26 mm models (Ref. 104111 and 104191) feature quartz movements and 30m water resistance, with diamond indexes adding a touch of opulence. The 38 mm models (Ref. 104112 and 104113) house the Solotempo BVL 191 automatic movement, with the former offering 50m water resistance and the latter 30m. All are paired with alligator leather straps—dark green for the yellow gold models, and light or dark blue for the rose gold versions—secured with matching gold pin buckles. Limited to 150 pieces each, the yellow gold models with “Verde Alpi” dials are destined to become collectors’ treasures.