Bulgari's Re-released Aluminum Steve Aoki Edition.

 

In late 2020 Bulgari re-released the  Aluminum  model wristwatch.  This was a surprise move, as the insanely popular "weekend watch" which was discontinued over 10 years ago was not expected to see a return.  For the uninitiated, the Aluminum was originally released in 1998, and created the sort of stir in the luxury goods industry that was not seen since the Audemars Piguet Royal Oak.  Made from a combination of aluminium, ceramic, titanium, steel and rubber, there was a similar reaction to the Royal Oak in reporting, with many saying it was ridiculous to charge over £1,000 for a watch made of aluminium, in the same way the steel of the royal oak was criticised.  The watch became a sensation however, partly due to its design, partly celebrity endorsements of usage in everyday life.

The marketplace in 2021 is somewhat different however, and now collaborations are the norm, so here we have the Steke Aoki edition.  What is encouraging is the limited Aoki model is quite good.  Nothin of the Aluminum's design has been touched, merely the addition of super-luminova on the dial, and Aoki's logo back and front.  Considering the celebrity partner is a DJ, granting the ability to see the dial in the dark is appropriate, and is done relatively tastefully.

The marketing could have been improved however, a press release statement from Bulgari had Steve Aoki saying on the watch:

“Time is one of our most valuable currencies, that is why together we mindfully and meticulously designed a beautiful timepiece that upholds the strong standards of quality and craftsmanship that both Bulgari and I stand for. I’m beaming with pride and excitement to share this new timepiece with the world and cannot wait to share what else we have coming together”.

Such inane effusive blurb is hopefully from an over-enthusiastic marketing department copyrighter.  But fortunately the strength of Bulgari's outstanding Aluminum watch, with the useful addition of super-luminova in this edition, is enough to mean this can be safely ignored and the piece itself enjoyed.

Available now, in what is perhaps the best feature of this limited edition, a mere £90 over the standard edition at £2,510