Bulgari Designs the Unthinkable: Jonathan Brinbaum's Latest Masterpiece
Bvlgari Unveils New Leadership and Innovative Timepieces
In a significant move, Jonathan Brinbaum has taken over as the Managing Director of Watches at Bvlgari, transitioning from his successful tenure leading Bvlgari Perfumes. Brinbaum's appointment comes at an exciting time as the luxury brand unveils its latest innovations at Watches and Wonders 2025 in Geneva.
The event saw the debut of two new creations: the Octo Finissimo Ultra Tourbillon and a reimagined Serpenti Aeterna. The Octo Finissimo Ultra Tourbillon, at 1.85mm thick, is the world's thinnest tourbillon, continuing Bvlgari's tradition of pushing the boundaries of horological innovation. The Serpenti Aeterna, a new take on a house icon, debuts as a minimalist bangle bracelet, stripped of eyes, scales, and adornment, offering a sleek and modern twist on the classic design.
The Ultra Tourbillon is the third in a series of ultrathin watches by Bvlgari, following the Ultra COSC in 2024 and the first ever Ultra in 2022. This latest addition is more skeletonised than its predecessors, showcasing the intricate mechanics of the timepiece. Tungsten carbide is used for the mainplate and dial, while the bezel, case middle, and lugs are made of microbead-frosted titanium. The creation of the Ultra Tourbillon required reshuffling the engineering of the tourbillon, resulting in eight patent applications.
Bvlgari's expansion in India continues, with an exclusive e-concession partnership with Tata Cliq Luxury and a growing presence in the market. The brand offers a range of products tailored for the Indian market, such as the Mangalsutra and B.zero1 Kada bracelet.
Bvlgari's diverse product lines—perfumes, hotels, watches, and jewelry—are connected through a unified luxury brand experience that blends craftsmanship, technology, and personalized customer engagement. This holistic approach strengthens customer engagement, brand prestige, and lifetime value by weaving these elements into a unified brand narrative.
Bvlgari uses technology like the Bulgari Touch app to connect its jewelry and watches with digital services, providing customers with a digital passport for authentication and post-purchase engagement. This integration strengthens product trust and creates a seamless brand experience beyond the point of sale. The brand's significant digital expansion, especially in emerging markets like India, integrates online and offline experiences seamlessly across its product categories.
As a prestigious Maison under the LVMH group, Bvlgari benefits from the conglomerate's decentralized yet synergistic strategy, sharing resources (like AI for customer engagement) while preserving unique brand identities. This network amplifies innovation and operational efficiency across all product lines.
Bvlgari's hotels evoke the luxury and design values found in its jewelry and watches, making the brand synonymous with a comprehensive luxury lifestyle. Perfumes add an olfactory dimension, enhancing sensory brand association. With these diverse offerings, Bvlgari provides a multi-sensory and multi-dimensional luxury experience that appeals to a wide audience.
Bvlgari started with perfumes 35 years ago and entered the hotel business 16-17 years ago, demonstrating a commitment to expanding its brand and offering customers a holistic luxury lifestyle rather than just individual products. This strategic approach has proven successful, with Bvlgari now boasting a retail footprint with two mono-boutiques and 12 POS across 10 cities in India.
[1] Integrated Customer Experience via Digital Tools [2] Expansion and Synergy Across Categories [3] Omnichannel Presence and Market Reach [4] Part of LVMH’s Ecosystem [5] Luxury Lifestyle Positioning
- Brands like Bvlgari, under the LVMH group, are leveraging technology, such as the Bulgari Touch app, to create a seamless customer experience by connecting jewelry and watches with digital services, offering authentication and post-purchase engagement, thereby enhancing product trust and providing a holistic luxury experience.
- Bvlgari's strategic expansion into various product categories, including perfumes, hotels, watches, and jewelry, and its presence in markets like India, is a testament to the brand's ability to create synergy across its diverse offerings, expanding its footprint, and catering to a wide audience with a multi-sensory and multi-dimensional luxury lifestyle.
- The Indian market is witnessing a growth in Bvlgari's presence, with exclusive partnerships, such as the e-concession with Tata Cliq Luxury, and a range of products tailored for the Indian market, like the Mangalsutra and B.zero1 Kada bracelet, contributing to the brand's omnichannel presence and market reach in the country.
