In a remarkable fusion of high-end fashion and cutting-edge gaming, Bulgari, the esteemed watchmaker, has teamed up with the iconic racing simulation series, Gran Turismo. This collaboration heralds the creation of two exclusive chronographs and an innovative virtual hypercar. The partnership, announced in 2023, represents a unique combination of luxury and digital artistry.
At the heart of this collaboration is the Bulgari Aluminium Vision GT concept car, a virtual hypercar that blends 70s concept car aesthetics with 90s Italian supercar nuances. It’s a design marvel, crafted by Bulgari’s Fabrizio Buonamassa Stigliani and Pininfarina’s former design director Fabio Filippini.
The car draws inspiration from Bulgari’s original 1998 Aluminium sports watch, showcasing a retro-futuristic design language. Buonamassa Stigliani, with a background in car design at Fiat and an active presence on Instagram showcasing his car sketches, brings a unique perspective to this project.
The watches, derived from Bulgari’s trendsetting Aluminium 41mm sports chrono, feature distinct Gran Turismo influences. Priced at £4,490, these special edition timepieces offer a choice between a yellow dial with black accents and an anthracite dial with yellow elements, echoing the dashboard designs of 90s Italian GT cars. They also incorporate Gran Turismo fonts for the numerals, unique case back engravings, and a tachymeter – a first for the Aluminium series since its 2020 revival.
The partnership underscores the untapped potential in collaborations between the gaming and luxury watch sectors. Despite a global gaming population exceeding three billion, only a few luxury watch brands have ventured into this realm. This collaboration could signal a shift, encouraging more luxury brands to explore the digital domain.
The significance of the collaboration extends beyond its immediate impact. It reflects a broader trend where gaming enthusiasts, who have grown up with franchises like Gran Turismo, are now influencing the design and consumer trends in various industries. Bulgari’s strategic move to collaborate with Gran Turismo may inspire other brands to follow suit, recognizing the growing influence of the gaming community in the luxury market.
