BVLGARI has big plans for Azerbaijan
An exclusive conversation with VINCENZO PUJIA, Global Sales and Retail Executive Vice President Bvlgari
The unique Bvlgari High Jewelry Gala Event at the Heydar Aliev Center is definitely one of the top news stories in Baku these days. A few days after we had a chance to talk to Vincenzo Pujia, Vice President of Bvlgari in Rome. We asked him about the plans of the legendary Jewelry Maison in our country, particular tastes of Azerbaijanis as well as global trends of the luxury market.
Your professional background in luxury is impressive. Having worked across the world, from Italy to China, what can you say about luxury in Azerbaijan? For over more than 20 years of Bvlgari’s presence in Azerbaijan, how has the country’s luxury market evolved? Have customer tastes changed?
First of all, I would like to highlight that the Azerbaijani market has long been a strategic priority for our company. Together with our trusted partner, Blue Planet of Pasha Group, we have built a strong and resilient business that has grown steadily over time and is now entering a new phase of development.
Over the years, the country has emerged as the driving force of the luxury market in the Caucasus region, with Baku firmly established as its undisputed hub and a long-standing destination for leading international brands.
Local clients are highly discerning: they place great value on quality, craftsmanship and heritage - principles that are deeply aligned with Bvlgari’s philosophy. What is particularly striking is how this appreciation transcends generations. Established collectors and younger clients alike demonstrate a sophisticated understanding of luxury, along with a strong emotional connection to the brands they choose.
Here, luxury has evolved beyond niche consumption to become a broader cultural expression of refinement and a global lifestyle. We are proud to have grown alongside this evolution, sharing the art of Roman excellence with a market that truly understands and celebrates it.
How important our market is for Bvlgari, and what are strategic goals here over the next three to five years?
We have ambitious plans for Azerbaijan, in which we have long held a strong belief. Nearly twenty years ago, we were among the first global luxury brands to enter the country. Today, we see big potential, driven by rising living standards and younger generations who are reshaping the luxury landscape in ways increasingly aligned with more established markets.
Over the next years, our focus will be on strengthening our presence and deepening relationships with our clients. This means continuing to invest in our boutique in Baku, as well as expanding our engagement through exclusive events, exhibitions, and collaborations that connect Bvlgari’s Roman spirit with the region’s contemporary creativity.
Sustainability will also continue to guide our growth. Bvlgari is committed to responsible sourcing, circular design, and social impact — values that we intend to carry forward as we strengthen our footprint in this market, undoubtedly of significant interest for Bvlgari, and should future expansion opportunities arise, we shall certainly evaluate them.
What collections did you present at the Gala in Baku, and how would you define High Jewelry as a category?
We presented our Icons — the timeless collections that define our Roman Maison: Serpenti, Bvlgari Tubogas, Divas’ Dream, and Monete. These were expressed through extraordinary High Jewelry creations — one-of-a-kind masterpieces that represent the pinnacle of artistry, excellence, and savoir-faire.
The collections featured vibrant colored gemstones in Bvlgari’s distinctive style, with cabochons and bold, Mediterranean-inspired chromatic combinations — an aesthetic that is particularly appreciated in Azerbaijan.
Which collections do Azerbaijani women choose most often?
Women in this market have a strong and confident sense of style: elegant, expressive, with a strong appreciation for color and individuality.
Color gemstones are especially appreciated here, and Bvlgari’s reputation as a leader and creative authority in this field is widely recognized. Our discerning clients, particularly in High Jewelry, a category with a solid presence in the market, are drawn to our distinctive aesthetic: unexpected color combinations, a wide range of gemstone cuts, and the signature use of iconic cabochons.
Serpenti remains the top favorite across all categories, from everyday jewelry and watches to High Jewelry. Divas’ Dream is especially loved for its refined yet colorful elegance, while B.zero1 appeals to a bold, forward-looking audience, both younger clients discovering the Maison and, notably in this market, long-standing loyal collectors. Monete has been a favorite since the opening of our boutique in 2008, and its appeal continues to feel timeless.
As to the stones of the most precious trio, sapphire is ahead of emeralds and rubies, women of Azerbaijan also particularly like tanzanite and, traditionally, turquoise. Until recently, there was clear preference for rose and white gold but over last couple of years yellow gold is actively coming back, and there is a trend of mixing gold of different colors in an elegant and sophisticated way.
There are also interesting similarities between Italian and Azerbaijani cultures: warmth, passion, strong family values, love of beauty, color, craftsmanship, and hospitality. These shared sensibilities make our connection natural and enduring. We not only appreciate beauty in a similar way but work well together.
Bvlgari is one of 2-3 top jewelry brands worldwide. Which regions are driving Bvlgari’s global growth today?
Bvlgari benefits from a truly global presence. Europe, especially Italy and France, remains fundamental due to our heritage. Asia is the most dynamic growth engine, with strong performance in China, Japan, South Korea, and Southeast Asia, as well as rising momentum in India. The United States continues to be a key market, particularly for bespoke High Jewelry, while the Middle East plays a strategic role with its deep appreciation for jewelry excellence.
What global trends are currently shaping the luxury watch and high-end jewelry markets?
Both the High Jewelry and High-End watch industries continue to grow, albeit at different paces. What is particularly interesting is that the nature of this growth is evolving. Globally, we are seeing a market driven not only by the pursuit of status, but by a deeper appreciation for craftsmanship, heritage, and emotional meaning.
In the jewelry segment, there is a strong interest for unique, collectible, and worthy investment pieces. Clients are increasingly drawn to color gemstones, bold design, and limited editions — all of which reflect individuality and creativity. Bvlgari’s visionary spirit, expressed through its distinctive use of color and sculptural forms, resonates strongly with connoisseurs of all ages. From exquisite “millionaire” pieces, such as the latest Polychroma High Jewelry collection, to iconic creations like B.zero1, Bvlgari Tubogas, and Divas’ Dream, which often serve as entry points for new generations drawn to contemporary design.
In the world of watchmaking, we are witnessing a fascinating duality. On one side, there is growing interest in high complications, a field where innovation increasingly defines excellence. We are proud that the Bvlgari Octo Finissimo line, with its ultra-thin movements and ten world records achieved in eleven years, is widely recognized by the industry as one of the driving forces of 21st-century haute horlogerie.
On the other side, there is a strong appreciation for timeless aesthetics and everyday elegance, exemplified by the Bvlgari Bvlgari collection, which recently celebrated its 50th anniversary. With more women entering the world of fine watchmaking than ever before, we are also expanding the range of mechanical options within our core Serpenti collections.
Today’s luxury clients are increasingly younger. Digital natives — Millennials and Gen Z — now dominate the consumer landscape. Gen Z, in particular, starts purchasing luxury goods earlier than previous generations and demonstrates strong loyalty to established brands.
At the same time, luxury clients are pragmatic. Especially in emerging markets, they research extensively online before making a purchase. At Bvlgari, we do our best to ensure they can access and acquire their desired pieces comfortably within their home country.
Overall, the global luxury jewelry and watch markets remain resilient. Even during challenging times, LVMH continues to invest in these industries, which have proven that true craftsmanship and authentic beauty never lose their relevance. They inspire precisely because they represent something enduring and deeply human.
When we pronounce “Bvlgari”, the name immediately evokes Italy and Rome, bright colours, dolce vita, superstars, from Cleopatra-Elizabeth Taylor to Anne Hathaway – there are so many things at once. Today everyone talks about brands’ DNAs - how would you define the one of Bvlgari?
This spirit is expressed through our Icons. Roman heritage, bold and architectural design, exceptional craftsmanship, and a unique blend of tradition and innovation define who we are.
Our core collections are constantly evolving, bridging past and future, boldness and timelessness. True icons never stand still. What fascinates me even more is how these collections interact with one another: just look at the latest Tubogas.
Ultimately, our clients understand Bvlgari intuitively. They value beauty, craftsmanship, and emotion — the very qualities that have defined our ever-contemporary Roman Maison for more than 140 years.
