We spoke with Bvlgari CEO Jean-Christophe Babin about the highlights of Watches and Wonders 2026.
We had previously met Jean-Christophe Babin during LVMH Watch Week earlier this year to discuss the brand’s latest developments. In that conversation, Babin emphasized their intention to host visitors at the fair in the best possible way, creating an elegant experience filled with surprises. As promised, Bvlgari’s stand was among the most refined at the fair, and we once again had the opportunity to enjoy a conversation with Babin.
This is your second year at the fair. What does it mean for Bvlgari to be part of one of the industry’s biggest events?
Last year marked an important first step for us; with this second edition, I can say that we have now firmly established our presence. Watches and Wonders is a highly significant platform for Bvlgari, not only in terms of visibility but also for engaging with the press, our retailers, and our clients. Another meaningful aspect of being here is the opportunity to express the brand’s dual identity. Bvlgari is both a jewelry house and a watchmaker, and this dialogue between the two disciplines finds a strong expression in our timepieces. Through our space at the fair, we reflect this identity, presenting the essence of Bvlgari as a Roman jeweler that interprets time with mastery. This year, our intention is to contribute to the broader dialogue of contemporary watchmaking with our distinctive perspective.
Last year also marked another first with the introduction of Aeterna, a reinterpretation of Serpenti. This year, new versions have been added to the collection—could you tell us more about these developments?
Serpenti Aeterna has been a very important evolution for us. We took one of our strongest icons and reinterpreted it in its purest and most modern form. The response has been extremely encouraging. Rather than being seen as just another variation of Serpenti, it has been perceived almost as a new chapter. The simplicity of the design, along with the richness of gem-set versions, creates a strong emotional response. This year, we introduced Aeterna with colored stones. While it evolves through vibrant combinations and new interpretations, it remains true to its core identity. What I find particularly interesting is that it appeals both to long-time collectors and to new watch enthusiasts. Aeterna naturally brings together heritage and contemporary design.
