In the heart of Rome, on Via dei Condotti, Bvlgari introduces its first-ever concept store dedicated to fine watchmaking. A tribute to Italian savoir-faire and cutting-edge technology, this space embarks you on a journey into the brand’s legacy of timekeeping mastery.
This location carries deep significance. Via dei Condotti has long been a stage for artistic excellence, where Bvlgari’s historic boutique once displayed his finest creations. Now, in this very setting, the New Curiosity Shop reopens, entirely reimagined as a haven for watch connoisseurs and collectors.
A Journey through Fine Watchmaking
The New Curiosity Shop embodies a forward-thinking vision. The boutique’s redesign honors Bvlgari’s legacy of elegance, echoing the refinement of past eras while embracing contemporary craftsmanship. Inside, you can explore a curated selection of limited editions, high-end models, and technical marvels that define the brand’s horological expertise.
Jean-Christophe Babin, CEO of Bvlgari, describes the store as “a space where tradition and innovation coexist, allowing clients to immerse themselves in the richness of our heritage while experiencing the avant-garde spirit of modern watchmaking.”
The boutique showcases signature collections such as Octo, Grande Complication, and Serpenti, along with rare Bvlgari Bulgari pieces. The Maison’s savoir-faire comes through in every form, where Italian design, Swiss precision, and Haute Joaillerie meet.
A Legacy of Watchmaking Innovation
Beyond Rome, Bvlgari continues to invest in the future of fine watchmaking. In late 2024, the brand expanded and restructured its Saignelégier manufacture in Switzerland. The new Atelier now houses artisans skilled in stone marquetry, peacock feather marquetry, micro-painting, and gem setting.
This facility joins Bvlgari’s two existing Swiss sites—Le Sentier, dedicated to prototypes and Haute Horlogerie, and Neuchâtel, home to the brand’s watchmaking division and creative team, led by Fabrizio Buonamassa Stigliani since 2001.
Over the years, Bvlgari has carved out its place in Haute Horlogerie with avant-garde designs and groundbreaking craftsmanship. A testament to this mastery, the Octo Finissimo Ultra, unveiled in spring 2024, holds the record as the world’s thinnest watch, measuring just 1.7mm in thickness.
The Maison’s journey in watchmaking began in 1948 with the launch of the Serpenti, an iconic wraparound jewelry watch. In 1975, Bvlgari made its mark in luxury horology with the Bvlgari Roma, followed two years later by the now-legendary Bvlgari Bvlgari.
In its early watchmaking years, Bvlgari collaborated with prestigious Swiss manufacturers like Jaeger-LeCoultre, Piaget, and Vacheron Constantin. In 2000, the brand took a major leap, acquiring two revered Swiss watchmakers—Daniel Roth and Gérald Genta. The latter has been undergoing a revival under LVMH since 2023.
