Bulgari

T2009
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Honest opinion

Basel 2010 was sort of a new page in Bulgari strategies....... Which actually doesn't seem very coherent, nor defined.

The Daniel Roth models have been rather poorly introduced, with only the Endurer that is the real star.... Other DR models are interesting and nice to see, but very difficult to create enough sales volume for the company. The Roth pieces are very busy and complex, while there are some original Roth designs that could have been much more clean and subtle as a starter line up for a "new" "bulgari-roth" collection. DR has to be introduced to the large public now, hope it works with these models. (personally, the lack of ral contrast on dials really bothered me, hands on rose gold are barely visible)

The Genta watches are impressive in size and style, as always...... the bi-retro in steel and the gefica will be the stars of the collection. Very complex dials, very flashy and sexy, and that is what genta is about... But again, this is like a first party in the new club, it is only in next two to three years we can expect to see and understand the real strategy and direction of the brand... (this applies both to Roth and Genta....) Genta watche not really my personal preference, but s Funky, and probablythe ones that will create the most of the noise with the Endurer.

As far as Bulgari is cocerned.... phew... very tough..... The range of the collection is really wide... From Tubogas, to Bulgari Bulgari, Ergon, Assioma, Astrlale, B.01, then Sotirio as a big novelty...... it is really difficult to understand the message... The company really needs to clean up the collection, and decide what they want to do. I don't think that they can have at the same time three completely dfferent ranges of quality... (Bzero1, Assioma, and then Sotirio) Too much effort is put into promoting the haute horlogerie, which bulgari isn't, and quite possibly will take decades to become (talking about public perception)

I personally like the elegance of the new sotirio, but too much of emphasiss is o the manufactured calibre, on the complex dials that only bring the costs up, etc. The simpler, the better for Bulgari. 

The Bulgari group has an amazing opportunity with their range :

1. Daniel Roth - for admirers of Patek, Breguet, Lange, and such

2. Gerald Genta - fans of Roger Dubuis, HW, Frank Muller, etc.

3. Bulgari for the masses, "bread and butter" range of watches... retil price range up to 15'000 EUR or 20'000 USD

Personally, I believe that if this sort of segmentation is achieved, the success is 100% ahead.....

 The game is on, let's see how they are going to play it...

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