Bulgari has had a slew of new releases this year, including the world’s thinnest automatic wristwatch in titanium, which is super cool in the metal. But another addition to the Italian house’s collection is a brand new Serpenti, one that you can customize and order online and then have delivered to the closest Bulgari boutique.
Big watch brands still haven’t really embraced selling online (something we probably don’t have to tell most of you). So it was pretty surprising and exciting to hear that Bulgari would be launching an entirely new collection of customizable women’s pieces online. Here are the basics: the case is the same familiar Serpenti 27mm curved case used on the current line of Serpentis, but this time with a thin wrap around leather strap (that’s little reminiscent of Hermès).
So how does it work? It’s simple. When shopping for this particular model, you can choose between rose gold and steel, and then opt for getting the watch with or without diamonds. Then you move onto the dial color, with a selection of black, red, green, and white colors rendered in mother-of-pearl, sunburst pattern, and lacquer. Then you can move onto to choose a colored strap made out of either Karung or calfskin. The colors vary for the straps from cream to red to purple and more, and there are over 300 possible combinations for your custom Serpenti (with more possibly coming down the line).
The movement is of course quartz, but as I have said many times before, this watch is not about the movement. It is about the market changing and offering women more options for watches and creating an interactive buying experience. They also look pretty good on the wrist. Oh, and the cherry on top? You can get a custom engraving on the caseback, including one that mimics your signature.
After you place the order for your watch, it takes two months to produce, including the engraving, and you can pick it up at your local Bulgari boutique (words I thought I would never say). "The lack of home delivery is a little strange here and feels like Bulgari hedging a bit to keep customers in the boutique orbit. But as a first step, this is a significant one and I look forward to seeing more programs like this across the watch world (for women and men).
The price for a customized Serpenti starts at $3,850, and you can get all the details from Bulgari online.