The talent and passion you bring to your craft remain the core inspiration behind your spirit –enhanced by your professionalism and creativity. This is exactly what Jonathan Brinbaum, the Managing Director of Bvlgari Watch Business Unit, does and feels.
In this interview for NARGIS Magazine, we invite you to explore the creative world of Bvlgari.
How did your professional journey start?
I started my career in a completely different field. Initially, I worked in perfumery, and now I work with watches. This is like working on something that is simply crafting beauty. Knowing it’s coming together through hard work as well as the beauty – is one of the most satisfying emotions I can have. Hard work, craftmanship and love – the vibes clients also can feel.
Name three business marketing rules.
There aren’t strict rules, but rather beliefs that guide us. I have three of them.
The first one: business or marketing, it’s a combination of art and science. It should be the right balance between recognising opportunities and truly understanding the client. It requires clear communication, but also the ability to apply creativity, emotion, and at times, intuition. For me, balancing both logic and feeling is key. While some decisions can be made intuitively, the best ones come from combining insight, emotion, and strategic thinking.
The second one: always remember that you’re never doing it alone. I strongly believe in the power of relationships – the teams you build, the trust you cultivate, and the people you work for or with. The third rule is never to stop innovating and coming up with new ideas. In luxury, there is a deep respect for tradition – Bvlgari, for instance, has a 141-year legacy. You must honour that heritage with humility but at the same time, to keep the brand alive and evolving.
What about the new watches?
This year we have two of our newest icons. The first one is Bvlgari Serpenti. Over time, the snake has become one of our symbols. For this launch, we wanted to explore a more abstract interpretation of the serpent – something less figurative. While Tubogas and Seduttori are more classic in feel, this new Serpenti represents something entirely different. Fabrizio has a real talent for reimagining the snake motif, and to me, this new creation is another powerful chapter in the Serpenti story.
The second innovation is in the Octo, our other iconic line. The Bvlgari watch is more about Italian design and Swiss craftsmanship. Octo is much more about Swiss technique. Over the past decade, we’ve continuously pushed boundaries: nine different ultra-thin movements, groundbreaking approaches to chronographs and tourbillons, and a complete reinvention of case and bracelet structures. It’s been 10 years of rewriting the rules – and we’re not done yet. Innovation is at the heart of our watchmaking journey.
What is the secret behind Bvlgari Skeleton watches?
One of the key inspirations behind our Skeleton watches is the ability to see through the timepiece – to quite literally reveal its inner beauty.
The more we’ve listened to our clients and observed what they value in our movements, the clearer it became that "skeletonisation" speaks directly to their appreciation of craftsmanship. That’s why the skeleton aesthetic aligns so well with the Finissimo collection – it opens a window into the movement itself.
What makes working at Bvlgari special to you?
I think personal connection. I’ve been at Bvlgari for ten years now, and honestly, I never imagined I would spend a decade with the same company. It relates to my roots – I’m originally French, and I discovered Rome before joining Bvlgari. The richness, the heritage, and the cultural depth of the city left a lasting impression on me. Rome is the soul of Bvlgari. Every inspiration we draw comes from this extraordinary city, and that connection is something I carry with me every day.
Secondly – and something that is especially close to my heart – is creativity. There are things we do at Bvlgari that simply aren’t done elsewhere. We don’t place limits on creativity – we embrace it. We’re given freedom, and that professional freedom is truly empowering. It allows us to bring fresh ideas to life, to reimagine what’s possible, whether in jewellery, perfumes, or watches. That freedom to dream, to create, and to constantly push boundaries – that’s what makes working at Bvlgari so special to me.
How well do you work in a team?
Teamwork is the most important thing for me. You simply can’t launch a record-breaking product in nine months without being able to work collaboratively with hundreds of people –that’s just a fact. Passion is at the core of great teamwork – bringing people together under a shared mission. At Bvlgari, one of the reasons we succeed is because we bring people along on a journey – a mission to constantly surprise, innovate, create something new.
Tell us about your choice from the last presentation of watches: which ones are your favourite?
It’s like choosing between my kids, such a difficult question. If I had to choose one, I would pick the Serpenti Tubogas in full gold. It’s feminine bold and it fits perfectly to the personality of women who want watches that are specially designed for them – unique both in its beauty and technique.
PHOTO: Press Materials
