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WatchProSite|Market|Digest

Bulgari

Imperium Romanum

 

ping,

I learnt much of the history of BVLGARI BVLGARI from your posting.

The new narrow bezel and toned down BVLGARI BVLGARI font may attract more customers than the imposing old version.

 

There may be an apocryphal story about the BVLGARI re-branding in 1932 that led to the BVLGARI BVLGARI on products later.

Sotirios Voulgaris (Sotirio Bulgari) was a Greek silversmith from Paramycia (under Ottoman rule) who emigrated to Rome via Corfu and Naples. From humble and immigrant beginnings, the jeweller had risen to own a 2nd shop in the Eternal City. They family had upgraded their lives and re-purposed their names to fit in.....Constantino and Georgio BVLGARI.

Georgio died in 1966 and cousins Giorgio and Marina BVLGARI took over. In the 1970s, they introduced the BVLGARI watches. Noting that their 'gemme nummarie' were composed of imperial coins with impressive imperial names stamped, the family once again upgraded their status by having their names stamped on their watches.

After the tentative BVLGARI ROMA IN 1975, they went for the full BVLGARI BVLGARI IN 1977.  the rest...as they say...is history.

Pax Romana......

 

Regards,

MTF

 

 

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17 Comments view entire thread 

Double BVLGARI - Double the Splendor

 
By: pingtsai : June 30th, 2013-23:57
Double BVLGARI - Double the Splendor A Look at the BVLGARI-BVLGARI Logo and the Watches That Give It Life The use of a company’s logo as a design motif is a common practice nowadays, especially among big name fashion labels that seek instant recognition w...  

Great article Ping. Thanks for the history lesson

 
By: AnthonyTsai : July 1st, 2013-18:12
on the BVLGARI BVLGARI watches. Interesting tidbit on the how Bulgari is spelled BVLGARI when in all-caps. Cheers, Anthony

Imperium Romanum

 
By: MTF : July 3rd, 2013-06:23
ping, I learnt much of the history of BVLGARI BVLGARI from your posting. The new narrow bezel and toned down BVLGARI BVLGARI font may attract more customers than the imposing old version. There may be an apocryphal story about the BVLGARI re-branding in 1... 

As with any design, it should evolve...

 
By: pingtsai : July 4th, 2013-10:42
I'm sure the old BVLGARI BVLGARI was very popular during its time as the updated version is now. Even the best iconic designs need to be revived from time to time, thanks for the great comments :)

Just for clarification......

 
By: timekeeper703 : July 8th, 2013-11:30
Hi MTF, I think you mean when Giorgio passed in 1966 the company was operated by his sons Gianni and his younger brothers. Gianni eventually stepped down due to personal reasons in the 80's and sold his stake to his younger brothers Paolo and Nicola. It s... 

I used the majority shareholders as criterium

 
By: MTF : July 9th, 2013-17:14
timekeeper703, Thanks for the note. At each time-point in Bulgari management history, I used the 'majority' family shareholders as the criterium. Maybe Wikipedia also used the same information from Bulgari. The family and company lore is that the 'Bulgari... 

There's a 'hidden', or subliminal, aspect . . .

 
By: Dr No : July 3rd, 2013-07:55
. . . to the doubling of 'BVLGARI' on their bezels, Ping. The letters 'V' are diametrically opposed, very much like opposing mathematical symbols. > < There's an effect at play that I suspect would not be nearly as compelling if the letter 'U' was e...  

Da Vinci Code?

 
By: MTF : July 3rd, 2013-20:59
Dear Dr No, Now we need to worry if you are seeing 'signs' and symbology like good Dr Robert Langdon from Dan Brown's fictional books? :-) But seriously, the symbology of the imperium romanum may have been a factor that influenced the logo and that story ... 

Kind of, in a way. Subtle symbolism . . .

 
By: Dr No : July 4th, 2013-11:46
. . . can be even more compelling than the more easily appreciated overt forms. The diametrically opposed twin letters V suggest a subliminal line bisecting the dial in two, like the equator does for the Earth. Just imagine if the bezel were engraved with... 

Very interesting!

 
By: pingtsai : July 4th, 2013-12:47
I never even thought of that possibility. Thanks Art

I used to like the Diagono...

 
By: patrick_y : July 3rd, 2013-12:57
I used to like the Diagono with the BVLGARI BVLGARI bezel, I thought it was a modern sports watch. But then when then Diagono X-Pro came out, I thought that it wasn't that attractive anymore. Now, my tastes have changed, I strongly avoid visible branding ... 

I think you share similar feelings that many have.

 
By: pingtsai : July 5th, 2013-09:08
There will always be a distinction between those who do like the visible branding and those who don't. Thankfully for Bulgari, there will always be enough people who do to drive their watch business. The BVLGARI BVLGARI is likely to be their top selling l... 

Wow, didn't know such history of Bulgari..

 
By: KIH : July 3rd, 2013-19:52
.. thanks for the article. You learn something everyday! Thanks! Ken

Quite a history here Ping

 
By: MichaelC : July 11th, 2013-10:25
I'll admit, I have never been overly fond of brands being so bold with their logos and badging. In fact, I love when a watch can be recognized without any logos, but I realize the finished samples that are done like this are few. I will admit the "BVLGARI...