Watch Seduction

A Moment in Time: Fabrizio Buonamassa, Bulgari Watch Designer, Talks Sexy

The new Bulgari single-coil Serpenti.

The new Bulgari single-coil Serpenti.

While Fabrizio Buonamassa designs both men’s and women’s watches for Bulgari (including the record breaking men’s Octo Tourbillon released earlier this year), it was women’s watches we focused our discussion on recently in the New York Bulgari boutique.

In particular, we discussed the stunning new Serpenti single-coil diamond secret watch and the alluring new Lvcea collection – whose sexy bracelet and overall design was inspired by the rigid yet incredibly ergonomic bracelet of Serpenti. Buonamassa even brought out his private sketches to demonstrate the integrated look of the Lvcea and how it got its sexy appeal.


Sketches with the new Lvcea watches on them

Sketches with the new Lvcea watches on them

Originally from the car design industry, Buonamassa says that the most important thing when designing a product is to be true to the brand’s heritage and DNA, in order to be able to deliver the dynamic look customers expect.

Lvcea_bracelet“When I imagine a product, I imagine all of the elements. The inspiration comes from everywhere. At Bulgari, architectural elements are important, we like to play with clean shapes,” explains Buonamassa. “ For high jewelry watches we work with het out jewelry side in Paris. Because we have jewelry and watchmaking, we have all the ingredients we need to marry the jewelry and watch side beautifully.”

“For the new Lvcea, you can find a similar design as in the Serpenti but the execution is different. We find incredible inspiration from our archives, but we need to be contemporary. It is important to be able to recognize the look and know the brand from 10 meters away when a watch is on the ladies wrist – and so we have to have the right balance between smoothness and sharpness, between rigidity and comfort.

Bulgari's Lvcea is offered in gold, steel and two-tone versions with and without diamonds

Bulgari’s Lvcea is offered in gold, steel and two-tone versions with and without diamonds

As Buonamassa pulls out sketches of the new Lvcea watch he draws our attention to the shape of the bracelet links, and how that shape is carried throughout the look in different proportions from the bracelet link to the case side and the crown. “The challenge in making a sexy and beautiful watch for today’s woman is in proportions, materials and elegance – all identifiable at a glance.”

The new Lvcea collection of watches includes steel versions, two-tone steel and gold versions, gold and gold with diamonds for incredibly versatile appeal. The line  is definitely one you need to see and try on to fully appreciate the sex appeal and stunning beauty of the look.


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