The Serpenti has been the biggest recent success story for BVLGARI. Women have fallen for the iconic reptile motif as watches, bracelets, bangles, pendants and necklaces. Snake details have even found their way onto handbags and purses.
However, the chunky Serpenti Tubogas watches are stunning but a little difficult to wear unless you had long slender arms for the multiple coils.
For a new Serpenti has shed its chunky metal skin and regenerated into a slim-line version with double wrap-around straps made from multi-coloured exotic leathers…including snake skin.
The new straps are made from the Karung, a non-venomous water snake. The 2 m long karung snake is actually the Elephant Trunk Snake or Javan File Snake, whose skin is baggy and loose. As the Malay word for bag or sack is “karung”, it is perhaps ironic that the karung or baggy snake provides leather for bags. The scales are smaller than usual snake skin and the species is listed as of Least Concern for conservation status i.e. they are plentiful and it won’t upset the Eco-babblers.
Karung leather is coloured with natural pigments for five colours (black, red, white, green, and chestnut brown) to match the watch dials and are further enhanced by a glossy varnish.
Calfskin strap available in six different colours (sapphire blue, agate white, ruby red, sandy beige, black, emerald green).
All straps, whether Karung or Calfskin, have pin-buckle fastenings
LUXURY OF CHOICE
“The true cost of luxury is the choice that it affords.”
To this end, the New Serpenti allows speedy change and choice; in fact, there are 312 variations.
The steel or pink gold cases are either plain or gem-set.
Each watch is driven by a quartz B033 movement and comes with two leather straps – Karung or Calfskin – in the client’s choice of colours.
The straps have a quick release button so that the users can change the straps themselves.
The dials may be lacquered, mother-of-pearl or sunburst guiloche engraved depending on colour – black, red, green or white.
The crown is set with a cabochon of rubellite.
BVLGARI has developed an App to aid customisation at selected BVLGARI Boutiques from May 2017.
The client may “build” her watch on the tablet device, by choosing the case, dial, gem-setting, and straps. Even the case back can be engraved, by choice.
Everybody is doing “Customisation” or “Bespoke” watches this year and BVLGARI is no exception.
Which selected boutiques will be the first to offer this choice? I reckon the top-25 BVLGARI Boutiques in the world.
Rather like choosing the specifications of your yet-to-be-built Mercedes Benz luxury car, the customised Serpenti watch prevents a fixed retail price as the final “true cost of luxury” will be controlled by the client’s choices.
It is a smart move with a smart App for the client has the luxury of choice.
How do you price that?
Author’s Biography: Melvyn Teillol-Foo (MTF)
Dr Melvyn Teillol-Foo is a contributor on AlphaLuxe web-zine.
He was also CEO of PuristSPro.com horology discussion fora. He blends his scientific medical objectivity from the pharmaceutical industry with purist passion, in his musings about watches, travel, wine, food and other epicurean delights.
His travelogue ‘Lazing’ and feasting ‘Grazing’ series of articles have now passed into “mythic legend” on the original ‘ThePuristS.com’ website. Those were the halcyon days when he was “rich and famous” that he remembers with bittersweet fondness.
Dr Teillol-Foo is a quoted enthusiast on the watch industry, appearing in feature articles and interviews by Wall Street Journal, International Herald Tribune, Sunday Times (London), Chronos (Japan), Citizen Hedonist (France) and other publications. He has authored articles for magazines like International Watch (iW) – both U.S. & Chinese editions, ICON (Singapore), August Man (Singapore), Comfort (China) and The Watch (Hong Kong).