Jean-Christophe Babin, CEO of Bulgari: “We are now able to attract a younger clientele”

The 2026 edition of Watches and Wonders will undoubtedly hold special significance for Jean-Christophe Babin, who is set to step down as CEO of the brand at the end of June. Nevertheless, he will continue to champion LVMH’s Roman jewel—which he has played a major role in helping to flourish over the past thirteen years—by retaining the brand’s presidency and operational leadership of the hospitality division. Sharper than ever, his complexion tanned from a stay in the Maldives—where a Bulgari hotel is in the works—he granted an interview to Luxury Tribune on the second day of the fair. It was an opportunity to take stock of the brand’s growth drivers, embodied this year, among other things, by three strong collections: Tubogas, B.zero1, and Octo Finissimo.

What are Bulgari’s expectations for 2026?

We are capitalizing on the fair’s positioning, as we are exhibiting and offering new jewelry pieces—a segment that, until now, had only been explored by Van Cleef and Arpels. This year, we are therefore launching a new type of jewelry that addresses a specific market need, and in watchmaking, we are innovating with a new collection that allows the Octo Finissimo to reach maturity while also bringing a new modernity to certain Serpenti Tubogas pieces.

How is the introduction of jewelry perceived?

The word “Wonders,” which clearly connects to jewelry, makes this possible.

So this year, you’re launching a new jewelry collection in steel and gold?

In women’s watches, the strongest segment has been the fusion of gold and steel for decades, across all brands. This means that steel, when well-crafted and of high quality, is not at odds with luxury. The price of gold has become prohibitive and is driving many young customers away from the market. We therefore needed to reinvent jewelry that stands out not only for its price but also for its aesthetics. So we reworked the B.zero1 collection, which had gradually drifted toward very angular and geometric lines, whereas originally it featured softer, more feminine shapes. We’ve returned to these essentials. Two new rings are thus being added to the current collection. In addition, the Tubogas, which we had previously presented in gold, is now also available this year in steel and gold, as a bracelet and necklace, with gold featured on the Parisian studs. This makes the price very attractive, with a starting price of less than 3,000 francs for the bracelet.