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FHH | The Quirky Backstory Of The Bulgari Diagono
The Quirky Backstory Of The Bulgari Diagono_1

QUIRKY BACKSTORY. QUIRKY BACKSTORY. QUIRKY BACKSTORY. QUIRKY BACKSTORY. QUIRKY BACKSTORY

Bulgari Diagono. Bulgari Diagono. Bulgari Diagono. Bulgari Diagono

24 October 2025

The Quirky Backstory Of The Bulgari Diagono

education

by @watches_and_culture

Since the late 1980s, the bulgari Diagono has been the predecessor to many original design elements for the Italian brand.


 

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Legend has it that in 1988, the top brass at Bulgari came up with the idea of a watch that would combine traditional Swiss craftsmanship with contemporary Italian design. Thus, the Diagono was born. Its sleek lines and striking mix of angular and round design elements, combined with the now-iconic BVLGARI BVLGARI bezel, offered a new platform for a sporty watch — not an easy bet considering how much Bulgari was perceived as a jeweler, known primarily for its jewelry designs and classic watches.


 

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The Diagono was first introduced as a chronograph with different strap options. The integrated metal bracelet was slim and flexible, while the rubber strap gave the watch a more technical and modern look.


 

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The Diagono was an instant hit and paved the way for other new models such as the Diagono Professional Acqua, Terra, Aria, and the Diagono Scuba. These new collections emphasized the sporty character of the Diagono by offering GMT functions or true diving-watch capabilities.


 

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In 1998, Bulgari launched the Aluminum. Based on the same design, this new collection featured an original combination of materials — aluminum, rubber, and sometimes even carbon fiber. Bulgari has recently redesigned the Aluminum while retaining the key aesthetic codes of the original Diagono, resulting in a timepiece with a truly distinctive look.


 

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FUN FACT
Diagono comes from an ancient Greek word meaning competition.