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Bvlgari |
Bvlgari's watches embody a purity of style that runs through all the products issued by this house like a fine, golden thread. They are unmistakable even to the smallest detail, and, with a power of expression bordering on abstraction, their classical designs for the wrist are instant eye-catchers. It is above all the timeless case shapes that are so impressive in their emphatic simplicity, alluding to the classical architecture of ancient Hellas, which is not really surprising in view of the fact that the Bvlgari family originally came from Greece.
For managing director Francesco Trapani a new era in the history of the company was heralded with the acquisition of the Gerald Genta and Daniel Roth brands three years ago. Both the three-storey production building of the two brands in Le Sentier and their management offices in the Genevan quarter Paquis contain all of the technical and logistic facilities necessary to the production of small-series, high-quality watches. Bvlgari is attempting to emancipate itself from its technical suppliers Girard Perregaux and the Swatch Group with its own know-how. For the jewel specialist Bvlgari, worldwide the third largest jewelry producer after Cartier and Tiffany, the acquisition of the two exclusive watch brands will certainly payoff. With designer pieces, jeweled watches, sports models, and veritable mechanical masterpieces, Bvlgari can draw on a considerable repertoire of
models in the watch sector, from outrageously expensive individual pieces to timepieces in the price range of fine steel watches.
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With reasonably priced new models, Bvlgari is increasingly giving those who are perhaps a little less well-heeled than others access to its exclusive boutiques, which in addition to watches and jewelry also sell fashion accessories such as select silk scarves, trendy glass frames, high-quality porcelain and leather goods, fine perfumes and eau de toilette, and bath salts, and show fabulous increases in annual sales figures to match.
Emphasis is, however, still on the production of watches and jewelry. As a guarantee that the exclusivity of the unique and collector's pieces will not fall by the wayside, tightly controlled sales via the concern's own outlets are the norm and only a relatively small number of watches are manufactured annually. At the beginning of 2001, Bvlgari went into a joint venture with Marriott International, Inc., intending to call a chain of luxury hotels (Bvlgari Hotels & Resorts) to life. In the meantime, however, plans to buy into several reputable fashion companies have been pushed somewhat into the background. Nonetheless, this exclusive group of brands is still living a high life: Bvlgari's return to the Basel Fair did not lead it into the common halls of Baselworld. After having put on an "in-house" salon in Geneva for many years, the company's return to Switzerland's most important watch fair needed to be something special: Bvlgari completely renovated three levels of underground parking structure located under the adjoining congress center in order to create 'a presence at the fair that would be felt in each and every hall. And, by the way, this gigantic temple of luxury will remain empty for the remaining 51 weeks of the year!
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Bvlgari Corporation of America
730 Fifth Avenue
New York, NY 10019
Tel: 212-315-9700
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