MILAN — By incorporating premium Swiss watchmakers Gérald Genta and Daniel Roth under the Bulgari name, the firm’s integration plans for the watch division have come full circle.

This story first appeared in the January 21, 2010 issue of WWD. Subscribe Today.

Come September, Bulgari’s branded timepiece collections will be rounded out with Bulgari Gérald Genta and Bulgari Daniel models that will be the crown jewels of the offerings.

The Roman watch and jewelry maker in 2000 acquired Genta and Roth, renowned for complicated and collectors’ watches, to increase its “haute horologerie” know-how.

“Over the years, Bulgari has built a network of manufacturing facilities for the production of top-of-the-range cases, dials and watch bracelets, and has progressively expanded its knowledge of the mechanical base movement alongside our expertise in the field of complicated movements,” said Francesco Trapani, chief executive officer of Bulgari. “Today we feel our mission is accomplished.”

The first fruits of the new project will be unveiled at the international watch fair in Basel, Switzerland, in March.

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