Bulgari Finissimo US & Canada Exclusive: Market

Riomare · 2024-02-11T21:47:45Z

Explore the controversy surrounding the Bulgari Octo Finissimo Salmon dial, initially marketed as a 50-piece North American exclusive. Collectors debate brand transparency and the impact of misleading limited edition claims.

Riomare

WPS member · Bulgari forum

34 replies13543 views2 photos

Riomare's original post delves into the contentious marketing of the Bulgari Octo Finissimo Salmon dial, initially presented as a 50-piece North American exclusive. This article examines the community's reaction to Bulgari's subsequent decision to release the same reference as a regular production model, exploring the implications for collectors and brand trust. Riomare meticulously documents the initial marketing claims, including direct communications from Bulgari sales staff, setting the stage for a robust discussion on brand transparency and collector expectations.

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.

MODERATOR EDIT:

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

Key Points from the Discussion

The initial marketing for the Bulgari Octo Finissimo Salmon dial explicitly stated it was a 50-piece limited edition for the North American market, with supporting documentation and verbal assurances from boutique staff.
Several major watch publications also reported the Bulgari Octo Finissimo Salmon dial as a 50-piece limited edition, reinforcing the perception of its exclusivity among collectors.
While Bulgari's actions are unethical and negligent, labeling them as criminal fraud with intent to defraud is an overstatement, as it's more likely a significant corporate oversight rather than a deliberate conspiracy.
The practice of misrepresenting 'limited' or 'special' editions is not new in the watch industry, with a similar situation occurring at TAG Heuer around 2009 regarding 'in-house' movements.
The core issue lies in misleading marketing practices and false advertising, regardless of whether a watch has a numbered case, as the law defines what constitutes deceptive descriptions to customers.
It is unreasonable to expect watch publications to publicly criticize an advertiser like Bulgari over a niche issue affecting a small number of collectors, as they prioritize mass-market news and advertiser relationships.

The Discussion

indignantdenial

Feb 11, 2024

What happened? Did someone just make a mistake on the marketing end or was there supposed to be a specific US/Canada edition?

Riomare

Feb 11, 2024

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 number from anywhere except Bvlgari. This was deliberate and organized

Riomare

Feb 12, 2024

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 obnoxious is pretending this is a new release and completely removing references to this being a short run limited product. EVERY major watch news and publication went into specifying this is a 50 piece edition. Without exception. Boutique staff i

MilDiver

Feb 12, 2024

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.

Riomare

Feb 12, 2024

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.

Riomare

Feb 12, 2024

Hodinkee quoting the 50pc. Where do all watch journalists get production information and in many cases money

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