This model's chief distinguishing feature is the brand logo engraved on the watch bezel, a first in the watch industry.

An acknowledged reference to Italian creative genius, the Bulgari Bulgari watch signaled the Rome-based Maison’s grand entrance on the watchmaking scene. Mostly famed for its jewelry creations, Bulgari had in fact launched several watch models in the 1920s, and on a more regular basis in the 1940s, but no complete collection had been developed. In the wake of the success enjoyed by the Bulgari Roma watch presented in 1975 in a 100-piece limited edition exclusively offered to its best customers, the brand created the Bulgari Bulgari in 1977. It became the brand’s first ever collection and was to make its way through the subsequent decades as a full-fledged icon. 

In aesthetic terms, Bulgari Bulgari was directly inspired by the Bulgari Roma watch presented two years earlier. This model's chief distinguishing feature is the brand logo engraved on the watch bezel, a first in the watch industry. The font used was a nod to ancient Rome. It had also become an essential part of the Bulgari identity since the 1934 renovation of the historical boutique on Via Condotti in Rome. Equipped with a self-winding or quartz movement, it was produced in four sizes in order to fit all wrists, both feminine and masculine. In terms of the dial, Bulgari Bulgari focuses firmly on essentials with indications of the hours, minutes, central seconds plus a date window. 

Building on the success of the first model, the aesthetic codes of the collection – and notably the bezel engraved with the name Bulgari Bulgari – were revisited in 1980 in a jewelry watch fitted with the famous Tubogas bracelet. Among the milestone models in the history of the collection was a version unveiled in 1993 and featuring a case made of gold and a composite material. In parallel, the Bulgari watchmakers were working on developing a watch with a mechanical movement and a skeleton dial. Launched in 1996, it also appealed to brand aficionados. In 1997, to celebrate the 20^th anniversary of the collection, Bulgari introduced a watch adorned with the anniversary number. This model proved a great hit among collectors and soon became impossible to find. In 2001, the design of the Bulgari Bulgari took on a sporty note by welcoming a chronograph. 2004 was the year of the tourbillon, while 2013 marked the renewal of Bulgari Bulgari. Revisited and more refined than ever, the collection evolved and adopted the new Solotempo self-winding movement entirely developed and produced by the in-house workshops. A token of nobility that has held a central place in the Bulgari collections for over 40 years.

• First Bulgari watch collection launched in 1977
• Round case topped by a bezel engraved with the Bulgari logo