Quietly, but with predatory dexterity, the Bulgari Octo has been devouring market share in the men’s timepiece market. And they’ve done this in a very simple and brilliant way, by making watches that you actually want to buy.
Specifically the Octo Finissimo range. While the underlying design iconography of the Octo has been genetically linked to Gerald Genta’s design of the same name at nauseam, the modern Octo Finissimo has little to do with the thick heavily faceted and somewhat unwieldy Genta designed watch.
Instead Bulgari watch boss, Guido Terreni and brilliant design director, Fabrizio Buonamassa have out “Gentaed” Genta by delving in the heart of the Octo and extracting a design that is super sleek, elegant, massively sexy, wholly contemporary and might well be the coolest shaped watch on the planet.
One look in the Octo and your brain immediately time warps back to the halcyon era of the Riviera Playboy, a time before the Cote d’Azur was overrun with Russian prostitutes and Cohiba festooned Ukrainian coal mine owning troglodytes posing unconvincingly as sophisticates.
The Octo Finissimo harks back to the glory days of saturnine superstars Porfirio Rubirosa and Baby Pignatari each of which would have looked perfectly in character with one nestled on his sizable wrist.
A big part of the Octo’s desirably louche elan is its ultra sleek profile. And I should pause here to explain to the varying brands that have been heralding the second coming of the ultra slim watch for the better part of the past decade, that it doesn’t matter if your watch is wafer theeeen (affect Monty Python accent here) no one will buy it if it is also not very good looking.