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Bulgari - The brand wins again

Bulgari The brand wins again

The Aluminium Chronographe scoops the iconic watch prize.

The jury of the Grand Prix d’Horlogerie rewarded the Bvlgari Aluminium Chronograph model presented in the "Iconic" category. This distinction honours a creation reflecting the essence of the brand: disruptive, innovative, contemporary. It is the sixth prize awarded to Bvlgari by the "watchmaking Oscars", after those won by Octo Finissimo and various Jewellery Watches over the past six years.

Of the four watches presented by Bvlgari at this year’s Grand Prix d’Horlogerie de Genève, all were nominated by the Jury for the final competition. The Prize awarded to the Bvlgari Aluminium Chronograph and presented to Jean-Christophe Babin, CEO of the Bvlgari Group, perfectly embodies what the company loves to do: namely the unexpected. Witness the six Octo Finissimo world records racked up in six years, as well as the new Aluminium collection launched at the Geneva Watch Days last August.

Bulgari à nouveau primée

Aluminium Chronographe © Bulgari

For more than 20 years, it has been speaking a universal language transcending gender, age, fashion, times, social profile and personal style. Launched in 1998, the first-generation Aluminium, launched in 1998 overturned traditional codes by using materials unheard of for a luxury brand: aluminium and rubber. More than two decades later, this collection is still as powerful as ever and is definitively etched in watchmaking’s collective memory, as Jean-Christophe Babin, CEO of the Bvlgari Group, points out: "Bvlgari Aluminium is more than an icon. It's a genuine cult watch born 22 years ago and reinvented in 2020 as a model true to the existing spirit, yet totally new on all levels, from design to components and performance. It's the must-have luxury timepiece of both Millennials and Generation Xers looking for contemporary yet refined, high-quality, timeless and cool luxury.”

Its black and white design makes for a sophisticated, sporty watch in tune with a certain vision of modernity. This creation reinterprets the concept of luxury objects and sports watches. While Bvlgari is renowned for its precious metals, gems and jewellery creations, the new Bvlgari Aluminium dares to surprise with its focus on style: pure lines and an unmistakably cool attitude expressed through striking graphic design. The collection is simple, yet it makes an impression with a fresh, surprising and impertinent approach that defies the conventions of traditional luxury watchmaking, just as it did more than 20 years ago.

Held at Geneva’s Théâtre du Léman with an extremely small number of participants present, the digital ceremony was streamed live on numerous platforms.


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Bulgari has its own clear definition of excellence, which involves the perfect balance between design, added-value, quality of its products and its worldwide service. In the case of Bulgari watches, it all started with the Bulgari Bulgari watch that led to the creation of Bulgari Time in Switzerland in 1982.

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