Thank you for your comments. At Baselworld last year, Bulgari introduced a line of Sotirio Bulgari watches equipped with their Calibre 168 in-house movement. Here is the link to the press release:
http://news.watchprosite.com/show-forumpost/fi-112/pi-3730471/ti-596926/
I'm not sure whether these new watches have made it to the boutiques yet. i haven't really heard anything and they don't seem to be on the website. Perhaps it is a part of their new strategy regarding the SB.
I agree with your thoughts on the lugs. I've found that people either love them or hate them. Regardless, they give the watch its signature look. The prices do seem quite high. I've noticed that Bulgari prides themselves on the highest of quality and construction, especially when it comes to the cases and it definitely shows in their prices. At least you know you are getting something extremely well made. Still, it would be nice if they left some room for those of us with slightly more shallow pockets.
Do you currently own any Bulgari watches?