Monochrome Watches
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The New Bulgari Bulgari 38mm Automatic Watches in Gold

Bulgari's horological journey is a harmonious symphony of tradition, innovation, and timeless elegance. 

| By Denis Peshkov | 2 min read |

Nearly half a century ago, in 1975, Bulgari embarked on a horological voyage that would forever alter the watch design landscape. With only a few watch creations bearing its name, Bulgari showed opulence by gifting 100 gold digital display watches to its most esteemed clients. This bold yet elegantly simple timepiece christened Bulgari Roma, encapsulated the indomitable spirit of the Ancient City and marked the inception of Bulgari’s watchmaking prowess. And in the same spirit but modernized, there are new 38mm Bulgari Bulgari Automatic in yellow gold to discover. 

The Bulgari Roma’s design was a homage to the rich architectural heritage and storied history of Rome and stood as a testament to the profound influence of the Eternal City on Bulgari’s artistic expression. Buoyed by the resounding success of this creation, Bulgari unfurled the first Bulgari Bulgari watch in 1977. The case of this timepiece echoed the colossal columns that supported Rome’s majestic monuments. The bezel was crafted in the likeness of the rim of an Imperial Roman coin, where the Emperor’s name usually encircled the relief image of an emperor.

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Over the decades, the Bulgari Bulgari series has evolved, presenting itself in various materials, sizes, colours, and complications. Among the latest iterations are the Bulgari Bulgari reference 103967 and 103968. These contemporary interpretations reside in 38mm gold cases featuring the unmistakable double logo engraved on the bezel.

The Bulgari Bulgari 103967 emerges as a masterful creation encased in yellow gold. The ribbed crown, mirroring the precious metal of the case, exudes elegance. Against the black matte Zapon-lacquered dial, the applied gilded hour indices command attention. The numerals at 12 and 6, interspersed with elongated baton-shaped indices and gold-coloured central hour, minute, and seconds hands, form a symphony of refined aesthetics. A discreet date aperture at 3 o’clock adds a touch of practicality. The “Swiss made” inscription at the dial’s base and the absence of the logo further preserve Bulgari Bulgari’s original dial design, beckoning to a legacy that has captivated generations.

Despite its roots in the past, the Bulgari Bulgari Automatic embraces modernity with an exhibition caseback. Revealing the self-winding calibre BVL 191, which has powered the series since 2013, this timepiece is a testament to Bulgari’s commitment to horological excellence. The movement, featuring a rotor mounted on a ceramic ball bearing, grants a power reserve of 42 hours. Additional functionalities include an instantaneous date display and a stop-second system that halts the balance when the crown is pulled, facilitating precision time-setting.

For those seeking a subtle divergence, the Bulgari Bulgari ref. 103968 offers an alternative interpretation, with its rose gold case and a silvered matte opaline dial.

This contemporary Bulgari Bulgari, adorning the wrist with a black alligator strap secured by a pin buckle, exudes timeless allure and is priced at EUR 14,700. For more information, please visit

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