To celebrate the 50th anniversary of the Bvlgari Bvlgari watch collection with the flair befitting a legend, the Roman jeweler is shining a spotlight on the watch that started it all. A quintessential expression of Bvlgari’s aesthetic, the Bvlgari Bvlgari has become a timeless benchmark—now reimagined with exquisite new marble dials.

The magic of an icon lies in its ability to continually reinvent itself while standing the test of time. The Bvlgari Bvlgari collection does exactly that. For 50 years, it has embodied the Maison’s creative audacity, consistently expressing Bvlgari’s dual expertise in watchmaking and jewelry. Conceived by Gianni Bulgari at the historic Geneva boutique on rue du Rhône 30 as a gift for the brand’s top clients, it broke with the conventions of luxury watchmaking at its official launch in 1975. Pioneering the fusion of jewelry, horology, and fashion, its instant success propelled the jeweler—already crafting precious timepieces since the 1920s – into a new era.

Two years later, in 1977, Gérald Genta reinterpreted the design, transforming it into the Maison’s first signature watch collection and laying the groundwork for the watchmaking excellence that defines Bvlgari today. The Bvlgari Bvlgari collection captures the Maison’s spirit of culture, allure, elegance, and unmistakable Italian flair. Little wonder the “BB” captivated Roman high society and international stars alike, from Sting, George Michael, and Tina Turner to Zendaya, Susan Sarandon, and Bill Gates.

To celebrate this collector favorite, Bvlgari is unveiling four exceptional new Bvlgari Bvlgari models, available in two case sizes – 26 mm and 38 mm – with marble dials. Instantly evocative of Roman grandeur, this luminous, enduring stone is treated by Bvlgari with the same reverence as precious gems. The Maison has long incorporated marble into its creations, particularly in jewelry, but working with marble poses significant challenges, especially when cutting a component as delicate as a dial. The craftsmanship alone makes each watch all the more special, and marble’s natural veining ensures that every piece is truly one of a kind.

Finely engraved with a special anniversary marking, two versions feature a “Verde Alpi” green marble dial set in a yellow gold case, while the other two, in rose gold, showcase blue marble dials. The larger model’s dial is crafted from deep blue “Blu Incanto” marble, while the smaller version displays icy blue “Azzurro Infinito” marble. Both 26 mm models are adorned with diamond hour markers, while the 38 mm versions house the Solotempo automatic movement, caliber BVL 191, offering a 42-hour power reserve.

Taking its cue from ancient Roman coin engravings, the Bvlgari Bvlgari’s bezel boldly bears the brand’s name, asserting its singular identity. The distinctive Roman-style typography— introduced in 1934 during the renovation of the Via Condotti flagship boutique—has since become a hallmark of the brand. Beyond the inscription, the watch’s design draws deeply