Finissimo “US & Canada Exclusive” Buyers

Feb 11, 2024,21:47 PM

The Salmon dial was marketed last year as a 50 piece North America only edition. Did you buy the Salmon dial Finissimo last year and was misled by that marketing. 



Here are the facts:

I was verbally told by my Bulgari Boutique Salesperson that this was a "50 piece limited edition" for the "North American" market and that the color of the dial was called "Salmon."  

Bulgari salesperson also sent me the following text message below.  "Good morning ☀️, there are 50 made for this watch model . The color is called Salmon. Based on the corporate communication, the watch should be available in April 2023. One piece per a client , and first come first serve with 100% deposit. "

Said Bulgari Salesperson also sent me photos and the following documentation that uses the wording "salmon" dial and the marketing does mention Tuscan-color inspiration for the dial, the documentation also says with model "103856" (the new unlimited model is also the same model number), and the documentation is a little inconsistent sometimes saying this piece is a North American market watch, one mention that it would be available in "America," and another mention saying it's a "USA market" watch.  Notice, the documentation here does not explicitly mention the limitation.  

Here is my interpretation of said facts.

Now, obviously, the salespeople weren't lying when they told me this.  This was what Bulgari corporate communicated to the sales team on paper.  And the sales team is simply relaying to the client what they've read.  So somehow, somewhere, Bulgari corporate has conveniently forgotten that this was a limited edition and has now decided to make this a regular production piece.  A move that backstabs the individuals whom bought it thinking it was a 50 piece limited edition and that it'd be unlikely there'd be anyone else with a similar watch.  This is unfortunately not a good move!  

This message has been edited by patrick_y on 2024-02-15 17:00:14

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I did not hear about this.

 By: indignantdenial : February 11th, 2024-22:00
What happened? Did someone just make a mistake on the marketing end or was there supposed to be a specific US/Canada edition?

Ah okay. Thank you for clarifying.

 By: indignantdenial : February 11th, 2024-22:37

Another publication from last year

 By: Riomare : February 12th, 2024-03:15

Evidence of BVLGARI CEO knowing about this

 By: Riomare : February 12th, 2024-03:22
Not only does he know, he supports it! This is an interview with bvlgari ceo Babin released a couple days ago. Listen from minute 4:30

He is aware there is NO LIMITATION. This video is a few days old

 By: Riomare : February 12th, 2024-17:03
This video proves he is aware of unlimited production from 2024 of what was communicated as limited and exclusive the prior year

Of course he is aware of the unlimited production now. He is the CEO of Bulgari.

 By: nafetS : February 12th, 2024-17:08
Doesn‘t prove that Bulgari themselves marketed the watch as a limited edition of 50 before, though.

Actually they did mention say it

 By: Riomare : February 11th, 2024-23:58
They did in the press release (now deleted). I have email correspondence from two Bvlgari staff confirming it. Every single respectable watch blog or website did categorically specify the number of pieces to be made. They can’t all magically say that numb... 

Question is, if you can prove this. I checked the wayback machine and the bulgari website only mentioned the us&canada exclusive special edition. Of course, that doesn‘t mean it wasn‘t mentioned in the press release.

 By: nafetS : February 12th, 2024-17:06
Also, limited bulgari watches usually mention the limitation on the watch (glass, case). There‘s nothing like that for this watch afaik

Misleading marketing and false advertising

 By: Riomare : February 12th, 2024-21:18
It’s irrelevant what’s on a product. What matters is how it’s described to a customer and whether or not that product is what was marketed. The law does not define what constitutes limited by whether or not there is a numbered case. There are limited edit... 

I wouldn't say it was done maliciously...

 By: patrick_y : February 15th, 2024-17:04
This is obviously a HUGE oversight on the Bulgari corporate team. It's actually fraud. Now, there's civil-court fraud and there's criminal fraud. In USA at least, criminal courts would need a "criminal intent" or "mens rea" where the Bulgari team purposel... 

None of the watch publications who marketied the watch last year said anything

 By: Riomare : February 16th, 2024-22:22
An entire organization and its suppliers and distribution networks making an honest mistake by activating an entire supply chain and marketing a product and updating the website? Come on we can’t be taken for granted like that. You know NONE of the public... 

Why are you surprised?

 By: patrick_y : February 17th, 2024-21:24
You're unreasonable in your expectations here. I don't know what you wrote to these publications - but if you were an editor at one of these publications, would you write back to an emotionally charged letter from an irritated collector (I'm making the as... 

Clear market manipulation

 By: Riomare : February 12th, 2024-00:19
All brands abuse limited edition and “special” edition watches. Never came such a blatant and arrogant abuse. How can the SAME watch with the same reference number be exclusive and limited in production, and the next year it isn’t. What makes this more ob...  

Well...this is pretty incontrovertible.

 By: indignantdenial : February 12th, 2024-04:01
That's a shame. I liked the Octo Finissimo. But I can't appreciate this kind of chicanery happening so tacitly.

I think some perspective needs to be added here...

 By: patrick_y : February 17th, 2024-21:32
Yes. Bulgari made a mistake. But to call it clear market manipulation, a conspiracy, and everything else here that Riomare has declared, is a stretch. Once a big brand like Bulgari has made a mistake, some big complainers will come in and make the most ex... 

Here's the full text of March 31, 2023 PR at WatchTime

 By: MilDiver : February 12th, 2024-02:45
Octo Finissimo edition for the U.S. (Ref. 103856). Limited to only 50 pieces, Pricing for the Bulgari Octo Finissimo Tuscan Copper is marked at $13,300. ...  

Thank you this is helpful. Appreciate every contribution to get them

 By: Riomare : February 12th, 2024-02:55
Appreciate all the help and attention this deserves. Bvlgari disrespected the watch community. Such behaviour by a brand that’s part of the larger LVMH conglomerate should not be allowed.

One of many watch publications that propagated the limited propaganda

 By: Riomare : February 12th, 2024-03:02
Hodinkee quoting the 50pc. Where do all watch journalists get production information and in many cases money ...  

Can't really do much...

 By: m2 : February 12th, 2024-04:42
I wouldn't personally waste too much time on this or get too worked up. I feel like brands all mislead about limited editions. They always release stuff that is just barely different and justify another X watches with that. Not saying it's right, but what... 

Submissive defeatist attitude propagates more market abuse

 By: Riomare : February 12th, 2024-13:28
This goes beyond the typical limited edition marketing angle. The same watch with the same reference number is just no longer limited. How can you not attempt to hold them accountable? It's a social obligation to have such vile behavious in the spotlight ... 

This is of course unfortunate and annoying

 By: Anatol : February 12th, 2024-05:25
But if you hoped for a positive development of the market value due to the limitation, you should rather have bought an unlimited Rolex. Since its beauty remains the same I would continue to enjoy it. At least you have enjoyed the watch one year earlier t... 


 By: Riomare : February 12th, 2024-13:30
I am not here to discuss subjective views on beauty and what watch to pick, this isn't relevant to the topic at hand.

Enjoy the grass

 By: Riomare : February 12th, 2024-21:10

now i know why i will not uy an octo

 By: Peter : February 12th, 2024-06:30

It's a shame

 By: Riomare : February 12th, 2024-13:38
they managed to screw up a great piece and frankly their reputation because of greed

Perhaps some people simply can't resist untruthful, unethical salesmanship?

 By: jiggerly-cool : February 12th, 2024-13:39
Reminds me of what happened at TAG Heuer in ~2009, when rights were bought to a Seiko chronograph calibre. "In-house" was all the rage back then, so TH flogged the modified movement as having been designed 100% in-house. Nowadays, being a limited edition ... 

Perhaps it is more like fraud

 By: Riomare : February 12th, 2024-15:15
saying something is exclusive to a region or to a certain number of pieces when it is false is misleading marketing and a federal offense.

A Federal Offense?

 By: patrick_y : February 17th, 2024-21:38
Riomare, you've really made a lot of completely unhinged accusations here. A federal offense? Are you a lawyer? Please go find an AUSA or attorney general to prosecute. I absolutely agree with you that Bulgari did something unethical and something lousy, ... 

Perhaps the first 50 were reserved for the North American Market.

 By: hora12reborn : February 12th, 2024-14:41
Did they marked something on the back of the case? And now as the first 50 are gone they can flood the market with the next 51 and more pieces😂

Makes no sense

 By: Riomare : February 12th, 2024-15:29
its exactly what was done.