What is Missing From Bulgari’s Watch Collection?

Many of the best brands in the world face challenges when it comes to branding, identity and target audience. Companies must determine how to focus their efforts in order to utilize resources in the most effective way possible. A brand can have plenty of capital, talent and intellectual property. If they are not used properly however, it could make little difference in terms of business growth and profitability.

Brands constantly struggle with whether to market to a niche sector or diversify and try to appeal to a larger portion of the general watch buying community. Both have their advantages and drawbacks. Sometimes it makes sense to have a more concentrated effort in one particular area and own a majority of the market share in the segment. Other times companies what to branch out and capture a small part of many different areas of interest.

Bulgari Ventures into Haute Horlogerie

With Bulgari’s recent business developments and product releases, the company is clearly attempting to broaden its horizons in fine watchmaking. The steps have certainly given the company a lot more depth and mechanisms to work with. They’ve also taken on the image of being a serious contender in the world of haute horlogerie. However even with the diversification, there may still be some areas in their watch collection that are unfulfilled. Perhaps they simply haven’t gotten to it yet because it’s not a priority or maybe they purposefully want to steer clear form certain types of watches. Whatever the reason, every grouping of watches may be missing something. What may that be for Bulgari?

Possible Additions

Here are some ideas for elements that could further add to the richness of the watches that Bulgari offers. Some may not quite fit but others may prove popular among watch admirers.

1.  The use of titanium – Titanium has traditionally been popular for use in sport watches. Currently there are only two watches in Bulgari’s collection that consist of titanium – the Diagono Chrono Automatic and the Diagono X-Pro. I’d suggest also incorporating titanium into one of the other Diagono Professional models or perhaps having a titanium version Endurer Chronosprint as well.

2.  More entry level models in the Daniel Roth and Gerald Genta lines. Bulgari did introduce the Octo as an entry level Gerald Genta watch however the Daniel Roth could use one as well.

3.  More additions to the Gefica line

4.  Sotirio Bulgari watches with a stronger, more appealing identity

5.  Diagono X-Pro case and lug technology incorporated into more watches. The case, dial and lug design of the Diagono X-Pro is incredibly unique and sophisticated. It would be nice to see this technology used in more watches either together or separately.

6.  Daniel Roth dial designs that are more symmetrical

7.  More watches that use the Bulgari in-house movement

8.  Slightly more color in the women’s line of watches

9.  Ladies Bulgari Bulgari watches with even more diamonds

These are just a few suggestions. There may be things that you think are missing from Bulgari’s selection of watches. What do you think could be a worthy addition to their existing collection?