Few timepieces command the instant recognition of the Bvlgari Bvlgari watch. As this iconic collection celebrates its 50th anniversary, the Roman Maison has chosen to honor its legacy not with fleeting trends, but with something as timeless as the watch itself: marble—the very stone that accompanied the Roman empire every step of the way.
In 1975 when Gianni Bulgari conceived what would become a horological revolution at the brand's historic Geneva boutique on Rue du Rhône 30. Created as an exclusive gift for the brand’s most valued clients, these watches dared to challenge the established conventions of luxury timekeeping back then. The original timepiece was later reimagined and officially launched as the Bvlgari Bvlgari in 1977, marking the true beginning of what would become an iconic collection.
Things to Know About the Watch
The four new models unveiled for the 50th anniversary of the Bvlgari Bvlgari watch showcase Bvlgari's mastery across two different sizes and two hues of 18K gold. The ‘Verde Alpi’ green marble, sourced from the Italian Alps and set within warm 18K yellow gold cases—26 and 38 mm—, evokes the verdant hills surrounding Rome. The blue marble variants cased in 18K rose gold cases capture the infinite depth of Mediterranean skies and seas, with the smaller 26 mm model featuring the ethereal ‘Azzurro Infinito’ marble and the larger 38 mm version that we have here showcasing the captivating ‘Blu Incanto’ marble ref. 104113.
‘Blu Incanto’—literally ‘Blue Enchantment’—represents one of nature's most mesmerizing achievements. This deep blue marble, with its swirling patterns and lustrous finish, captures the mysterious depths of ancient seas frozen in time. Each ‘Blu Incanto’ dial tells a unique geological story and no two dials are alike.
The technical challenge of working with ‘Blu Incanto’ marble cannot be overstated. Unlike traditional dial materials, marble requires exceptional skill to cut, polish, and finish to horological standards. Each dial must be perfectly flat while preserving the stone's natural character—a delicate balance between precision engineering and artistic expression. The 18K rose gold case provides the perfect complement to the ‘Blu Incanto’s deep blue tones, creating a warm contrast that enhances both the metal's richness and the marble's natural beauty.
The bezel bears the iconic double ‘BVLGARI BVLGARI’ engraving, an homage to the curved inscriptions found on ancient Roman coins. The rose gold-plated hands and applied indexes create visual harmony against the marble's surface, while the matching dark blue alligator strap and 18K rose gold pin buckle complete the sophisticated aesthetic. The case is 8.75 mm thick while achieving 50-meter water resistance.
The Movement
Beyond its aesthetic appeal, the 50th anniversary Bvlgari Bvlgari ‘Blu Incanto’ marble dial watch is powered by the in-house ‘Solotempo’—time only—automatic movement, the calibre BVL 191—a remarkably slim in-house caliber measuring just 3.80 mm thick. Beating at 28,800 vph, this movement offers a robust 42-hour power reserve with hacking seconds—an addition to this iconic model that used to only have hour and minute hands—for precise time setting. The movement is fully visible via the display case back.
On the Wrist & Price
On the wrist, the Bvlgari Bvlgari ‘Blu Incanto’ wears more like a 39 mm watch—on a 7.25” wrist circumference—because of its prominent elongated lugs. The watch wears very well with a total weight of 70.7 grams, so not super heavy despite its gold and marble construction.
For serious collectors, these anniversary pieces represent more than beautiful timepieces—they're historical artifacts marking a pivotal moment in luxury watchmaking. The marble dials add another layer of collectibility. Unlike manufactured materials, each marble dial is genuinely unique, making every watch a one-of-one creation. The natural variations in stone patterns ensure that no two pieces will ever be identical—a rarity in today's mass-production world.
As Gianni Bulgari envisioned fifty years ago, the greatest luxury isn't exclusivity for its own sake, but rather the confident expression of beauty, heritage, and artistry. These marble-dialed masterpieces prove that some things truly are eternal—and worth celebrating for another fifty years to come.
Sticker Price USD 17,000. For more info on Bvlgari click here.
