While Bulgari was primarily a jeweler, the brand began incorporating watches into its product line in the 1940s. During the 1970s, Bulgari started to design and produce its own watches, combining Swiss watchmaking expertise with Italian design flair, 

While initially famous for its jewelry, Bulgari expanded into watchmaking with the introduction of the Serpenti watch in the 1940s. Inspired by the sinuous shape of a snake, the Serpenti collection has become one of Bulgari's most iconic and recognizable lines. Over the years, it has undergone various design iterations, including the use of precious metals, gemstones, and enamel.

Bulgari's journey in the world of watches has been marked by a commitment to excellence, a fusion of Italian design with Swiss precision, and a willingness to explore new horizons in terms of materials and technology. The brand continues to be a prominent force in the luxury watch market, appealing to both watch enthusiasts and those with a penchant for high-end fashion.