n 2025, the Bvlgari boutique on Rue du Rhône in Geneva cele- brates its 50^th anniversary. More than just a store, it is the very place where Gianni Bulgari conceived the first Bvlgari Bvlgari watch, the Bvlgari Roma, created as an exceptional gift for the Maison’s most distinguished clients.

Launched in 1975, this bold timepiece immediately challenged traditional watchmaking conventions and captured the attention of Rome’s high society and international stars, including Sting, George Michael, Tina Turner, Susan Sarandon and Zendaya.

Two years later, Gérald Genta reimagined this visionary design, transforming it into Bvlgari’s first full watch collection, laying the foundation for the excellence that continues to define the Maison today.

Earlier this year, to mark 50 years of the watch collection, Bvlgari unveiled four unique models: yellow or rose gold cases, green or blue marble dials, meticulous artisanal craftsmanship, automatic BVL 191 movements and diamond indices. Each watch is a jewel, echoing the grandeur of Roman architecture and proudly displaying the signature double Bvlgari logo.

Anniversary models from the Bvlgari Bvlgari collection, which is celebrating its half-century, just like the Roman house’s Geneva boutique.

The Bvlgari Bvlgari jewelry collection also celebrated this milestone with iconic and contemporary pieces: the interchangeable disc ring, the playful mother-of-pearl and onyx sautoir, the reinvented signature chain, as well as a matching necklace and bracelet and a new wire bracelet, combining modernity, elegance and iconic heritage.

To celebrate the Geneva boutique’s 50th anniversary, Bvlgari welcomed 40 guests to an exclusive evening. The event began with a caviar tasting and aperitif, during which Monica Brannetti, of the Heritage team from Rome, shared the collection’s history and personal anecdotes.

This was followed by a private dinner at Bayview, the Michelin-starred restaurant of Danny Khezzar — one of Bvlgari Switzerland’s Friends of the House — at the Hôtel Président Wilson. The menu, specially created for the occasion, captured the spirit and elegance of the Bvlgari Bvlgari collection and each guest received an exclusive gift crafted by the chef, underscoring the uniqueness of this celebration.

“This is a rare and precious moment to share the history of our Geneva boutique with our clients and friends from the press,” says Giulio Minagra, Managing Director of Bvlgari Switzerland. The Geneva celebration offered an immersive experience in the world of Bvlgari, where history, innovation and refinement come together to honor 50 years of style, audacity and timeless elegance.