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1Repair Windows errors before they cause bigger problems2Fix the driver behind crashes, sound loss and screen glitches3Clear out junk files and repair common Windows errorsFor Bulgari Watches’ Fabrizio Buonamassa Stigliani, technology is not only a way to make a watch work: it is a means of making beauty. In an interview with Antje Heepmann for Swisswatches Magazine, published on 23 September 2026, the Executive Director of Product Creation explains how a recognizable design identity can persist through changing interpretations, why an icon cannot be engineered to order, and how he decides when an idea is finished.
What makes the Octo recognizable?
Stigliani describes the Octo’s identity as something deeper than the decoration of any single model. In his words, “The most interesting feature of the Octo is its fundamental DNA rather than its specific aesthetic in any given model.” He says its shape has become recognizable enough that someone could identify the watch even with the dial covered.
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That enduring identity makes room for varied interpretations. In Stigliani’s account, the 2026 Octo Finissimo Dual Time x Vianney Halter collaboration and Octo Finissimo Dazzle approach the collection from different directions: one foregrounds movement and horological character; the other uses a disruptive pattern to complicate how the case’s contours are read. He presents both as expressions of the Octo, not as a single prescribed look.
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Dual Time x Vianney Halter: a movement-led idea
Stigliani says the collaboration began with the intention of focusing on the Octo’s movement and horological DNA. He recounts that the project took three years of conceptualization and creation after the first conversations, including the development of a module to work with the Octo Finissimo base movement. His interview account does not establish the watch’s caliber specifications, performance, price, edition size, or current availability.
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- Dial design: Suit for 6-7in wrist size. Please confirm that your wrist size falls within this range. The shape of the dial is different from traditional circular or square dials, adopting a teardrop shaped design similar to a snake head. The streamlined contour makes the watch look more dynamic and artistic. The surface of the dial is made of mother of pearl material, which has a natural luster and delicate texture.
- Scale and pointer: The dial uses Roman numeral scales, which are particularly eye-catching on the mother of pearl dial. The pointer also adopts a design, decorated with a circle of shiny diamonds around the edge of the dial, adding a sense of luxury to the watch. The watch strap is made of stainless steel, which not only enhances the comfort of the watch but also makes the entire watch more modern and fashionable.
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Dazzle: making the outline harder to read
For Dazzle, Stigliani traces the visual idea to “Erlkönig” camouflage patterns used on automotive prototypes. He says the pattern creates an optical illusion that obscures the contours, drawing the eye toward the pattern while leaving the Octo recognizable. This is his explanation of the design intention, rather than an independent assessment of its visual effect.
Can technology be beautiful?
“We use it to create beauty,” Stigliani says of technology. He contrasts the familiar formulation “form follows function” with what he calls an Italian view: “beauty follows function.” For him, engineering can do more than solve practical constraints; it can make aesthetic experiences possible.
He points to a Ferrari’s engine and sound as an example of engineering becoming aesthetic, and invokes the phrase arte applicata all’industria—applied art for industry—to describe functional design that also appeals to the senses. In this philosophy, technical success alone is not enough: a watch can work perfectly and still feel cold if it evokes no emotion. These are Stigliani’s own design principles, not a universal rule about national design traditions.
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How did the Serpenti Tubogas come together?
Stigliani dates the Serpenti Tubogas unveiling to Basel in 2010. He describes its central idea as a combination of two elements associated with Bulgari: the flexible Tubogas bracelet and the Serpenti snake motif.
In his recollection, he had been given a brief to redesign Bvlgari Bvlgari, but felt the existing watch should not be altered. Instead, he proposed bringing the bracelet together with a snake head. He says the launch succeeded and helped the company recognize the potential of the wider Serpenti range; that account of the outcome and its effect on the company is his retrospective view.
The story illustrates a broader principle he attributes to Bulgari’s design identity: the ability to bring together elements that may not initially seem to belong together. That creative approach links the Serpenti origin story with the Octo collaborations, without implying that the watches share a construction or movement.
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- Dial design: Suit for 6.1-6.9 in wrist size. The shape of the dial is different from traditional circular or square dials, adopting a teardrop shaped design similar to a snake head. Celebrate the Year of the Snake with this Lunar New Year capsule, symbolizing wisdom and transformation. The streamlined contour makes the watch look more dynamic and artistic. The surface of the dial is made of mother of pearl material, which has a natural luster and delicate texture.
- Scale and pointer: The dial uses blue Roman numeral scales, which are particularly eye-catching on the mother of pearl dial. The pointer also adopts a blue design, decorated with a circle of shiny diamonds around the edge of the dial, adding a sense of luxury to the watch. The watch strap is made of stainless steel and features an exquisite mesh design, which not only enhances the comfort of the watch but also makes the entire watch more modern and fashionable.
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What does an icon depend on?
Stigliani does not claim to have a formula for designing an icon. “Ultimately, however, only the market can decide whether a product becomes an icon,” he says, adding that timing matters. A designer can build a distinctive identity, as he believes the Octo has, but cannot guarantee that it will acquire lasting cultural or commercial significance.
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One free scan finds every outdated or missing driver and matches the right update for your exact hardware.Free scan · exact hardware matchThe distinction is important: recognizability is a design quality, while icon status is an outcome shaped beyond the designer’s control. Stigliani’s comments frame the former as something a design team can work toward and the latter as something only time and the market can establish.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.How does Stigliani know when a design is finished?
Stigliani says ideas can start with close observation—a feather or leaf moving in the wind, for example—and that he still sketches on paper. “Even today, I still draw on paper – using felt-tip pens, ballpoint pens or fountain pens,” he says.
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Experience, in his view, helps a designer recognize when to stop refining. He compares the decision to cooking pasta: there is a right moment to take it out of the water, and missing that moment can ruin what was working. He also warns that endless elaboration can drain an idea of its appeal: “If you don’t catch that moment, the idea starts to collapse like a soufflé.” He likens a watch to a chef’s ingredients, naming the movement, case, dial, hands, strap, wheels, springs, and levers. The analogy describes his own creative judgment, not a prescriptive method for every designer.
What shaped the Bulgari x MB&F Serpenti?
Stigliani also recounts the development of the Bulgari x MB&F Serpenti, referring to the partners’ earlier 2021 collaboration, Legacy Machine FlyingT Allegra. He says the later project was given time to evolve rather than being rushed to meet expectations.
In his account, an initial concept for a “Serpenti for men” did not convince him. The idea that did take hold was to make the movement visible through the snake’s eyes; he then identified MB&F’s HM10 Bulldog as a suitable movement concept. These details describe his recollection of the collaboration’s creative development, not a full technical specification of the resulting watch.
About Fabrizio Buonamassa Stigliani
The Swisswatches Magazine interview identifies Stigliani as Bulgari Watches’ Executive Director of Product Creation. It says he was born in Naples in 1971, studied industrial design in Rome, worked at the Fiat Style Centre, joined Bulgari in 2001, and has led the brand’s Watch Design Centre since 2007. The interview names the Octo Finissimo among his best-known creations. These biographical details are reported as presented by the interviewer.
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