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In this insightful post, pingtsai explores the strategic challenges luxury watch brands face in balancing niche appeal with broader market diversification. He specifically examines Bulgari's journey into haute horlogerie, prompting the community to consider what elements might still be missing from their evolving watch collection. This discussion remains highly relevant as brands continually refine their identity and product offerings.
What is Missing From Bulgari’s Watch Collection?
Many of the best brands in the world face challenges when it comes to branding, identity and target audience. Companies must determine how to focus their efforts in order to utilize resources in the most effective way possible. A brand can have plenty of capital, talent and intellectual property. If they are not used properly however, it could make little difference in terms of business growth and profitability.
Brands constantly struggle with whether to market to a niche sector or diversify and try to appeal to a larger portion of the general watch buying community. Both have their advantages and drawbacks. Sometimes it makes sense to have a more concentrated effort in one particular area and own a majority of the market share in the segment. Other times companies what to branch out and capture a small part of many different areas of interest.
Bulgari Ventures into Haute Horlogerie
With Bulgari’s recent business developments and product releases, the company is clearly attempting to broaden its horizons in fine watchmaking. The steps have certainly given the company a lot more depth and mechanisms to work with. They’ve also taken on the image of being a serious contender in the world of haute horlogerie. However even with the diversification, there may still be some areas in their watch collection that are unfulfilled. Perhaps they simply haven’t gotten to it yet because it’s not a priority or maybe they purposefully want to steer clear form certain types of watches. Whatever the reason, every grouping of watches may be missing something. What may that be for Bulgari?
Possible Additions
Here are some ideas for elements that could further add to the richness of the watches that Bulgari offers. Some may not quite fit but others may prove popular among watch admirers.
1. The use of titanium – Titanium has traditionally been popular for use in sport watches. Currently there are only two watches in Bulgari’s collection that consist of titanium – the Diagono Chrono Automatic and the Diagono X-Pro. I’d suggest also incorporating titanium into one of the other Diagono Professional models or perhaps having a titanium version Endurer Chronosprint as well.
2. More entry level models in the Daniel Roth and Gerald Genta lines. Bulgari did introduce the Octo as an entry level Gerald Genta watch however the Daniel Roth could use one as well.
3. More additions to the Gefica line
4. Sotirio Bulgari watches with a stronger, more appealing identity
5. Diagono X-Pro case and lug technology incorporated into more watches. The case, dial and lug design of the Diagono X-Pro is incredibly unique and sophisticated. It would be nice to see this technology used in more watches either together or separately.
6. Daniel Roth dial designs that are more symmetrical
7. More watches that use the Bulgari in-house movement
8. Slightly more color in the women’s line of watches
9. Ladies Bulgari Bulgari watches with even more diamonds
These are just a few suggestions. There may be things that you think are missing from Bulgari’s selection of watches. What do you think could be a worthy addition to their existing collection?
I would add: 1) Create a Separate Brand for the Haute Horology offerings along the lines of Seiko-Grand Seiko/Credor or Toyota/Lexus or Volkswagen/Bentley 2) Step Up the Marketing to Differentiate the Haute Horology Offerings Away from the Bulgari Brand, Celebrity Endorsements, Sponsor a F1 Team or do some obscure Charity Work, Press Releases and Pics of it all is Mandatory, we need proof of all the CSR Marketing to feel good about buying your stuff. 3) Offer Different Sizes (smaller) Endurer Ch
I think that much of the success of Bvlgari the brand, has alot to do with the Italian styling which embodies decadent elegance. And judging by their results, this is certainly a niche segment that sells. And so the difficulty for them in creating masterpieces of haute horology is how to do this whilst still maintaining that unmistakeable Bvlgari look. To some extent, they have successfully toned down the look with the Genta inspired Octo, whilst still maintaining the Italian flair. I do believe
Salman, Following your suggestion for Bulgari to increase their Corporate Social Responsibility, I remembered that they have supported for a few years some "obscure charity" with the Save the Children BVLGARI Ring. Harking their roots as immigrant Greek silversmiths into Roma, Bulgari introduced a silver ring and got influential people to appear on the arty 'hand' adverts. It must have successful because the current Mrs MTF and I got a few as family gifts on separate occasions, having forgotten
Bulgari is a fantastic brand and I am a big supporter of all their products, I grew up with the brand and I am sure they do great CSR. However my idea of CSR was for the alternative Bentley version of the Bulgari brand under which I suggested they bring all their Haute Horology and was more a tongue and cheek comment on the sincerity of all Promoted and Press Released CSR vs. just doing the Charity and leaving it at that and saving the money spent on awards, press and media agents, auctions and
Ping, Some comments on your suggestions: 1. The use of titanium: Although the problems involved in manufacture with Ti can be overcomed, the economics may not be. You need to sell a bunch of Ti cased watches to justify the tooling costs. 2. More entry level models in the Daniel Roth and Gerald Genta lines: Difficult to do when the GG and DR collections are the high end of Bulgari watch kno w-how. Maybe they could do an entry level BVLGARI watch with BVLGARI movement. That would satisfy your call
We saw that with: Toyota and Lexus (success), Mercedes Benz and Maybach (fail) Honda and Acura (probable fail) Nissan and Infiniti (probable fail). Are you well in "the middle of our global map"? :-) Regards, MTF
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