Get ready to witness the future of luxury timepieces, where tradition meets innovation in the most breathtaking ways. But here's where it gets controversial: Can these high-end brands truly balance heritage with cutting-edge technology, or is it just a marketing gimmick? The seventh edition of LVMH Watch Week, unofficially kicking off the watchmaking year, is set to answer that question—and more. Held in the heart of Milan’s luxury shopping district, Via Montenapoleone, this event brings together nine iconic houses under the LVMH umbrella: Bulgari, Daniel Roth, Gérald Genta, Hublot, Tag Heuer, Zenith, Louis Vuitton, Tiffany & Co., and L’Epée 1839. Each brand is poised to unveil creations that push the boundaries of craftsmanship and design.
And this is the part most people miss: LVMH Watch Week’s January timing isn’t just strategic—it’s a power move. As Jean-Christophe Babin, CEO of Bulgari and the LVMH watch division, explains, it allows the group to set the tone for the entire watchmaking year, offering an exclusive preview of innovations before other major industry events. This year, the event travels to Milan, following successful stops in Dubai, Singapore, Miami, New York, and Paris.
Bulgari’s lineup is nothing short of stunning. The Maglia Milanese Monete, for instance, reimagines the brand’s 1960s Monete secret watch, adorned with an authentic ancient coin from 198 to 297 AD depicting Emperor Caracalla. Crafted in rose gold using Milanese mesh, it’s a masterpiece of heritage and artistry. The Tubogas Manchette, a yellow-gold cuff inspired by a 1974 model, pairs a square dial with a wide single-coil Tubogas bracelet, while the Serpenti Seduttori Automatic and Lucea Notte di Luce showcase new dials and techniques like the Japanese Urushi lacquer art.
Louis Vuitton, meanwhile, is doubling down on its “continued transformation.” Jean Arnault, the brand’s watch director, highlights their focus on reviving disappearing métiers d’arts and old manufacturing techniques. The Escale collection, relaunched in 2024, is a prime example. Inspired by the brand’s travel heritage, it now includes haute horlogerie complications with four new calibers and five additions to the permanent collection. The Escale Worldtime, offered in platinum for the first time, displays 24 time zones simultaneously, with subtle references to the brand’s iconic trunks.
Here’s where it gets bold: L’Epée 1839’s collaboration with Louis Vuitton on the latest “Object of Time” reimagines the brand’s legendary delivery trucks as a mechanical art piece. Arnaud Nicolas, CEO of L’Epée 1839, emphasizes their commitment to preserving rare métiers, as seen in their reinterpretation of La Regatta with Georgian enameller David Kakabadze. This vertical clock, inspired by a racing skiff, uses a rare flinqué enameling technique, blending tradition with innovation.
Daniel Roth, relaunched in 2023 with La Fabrique du Temps Louis Vuitton as its incubator, presents the Extra Plat Rose Gold Skeleton—a bold reinterpretation of a classic design. Gérald Genta, on the other hand, unveils the Geneva Time Only Marrone and Grafite, featuring a sculptural cushion case and contrasting surfaces that create optical illusions.
Hublot’s Julien Tornare proudly introduces the Big Bang Original Unico, an evolution of the 2005 icon. Re-engineered with an in-house Unico chronograph movement, it’s available in titanium, ceramic, and King Gold, embodying the brand’s “Art of Fusion.” The Big Bang Tourbillon Novak Djokovic edition and a collaboration with artist Samuel Ross further showcase Hublot’s creativity.
Tag Heuer, despite recent leadership changes, remains focused on its chronograph mastery. The Carrera Chronograph 41mm glassbox refines Jack Heuer’s 1963 vision, while the Carrera Seafarer and Split-Seconds Chronograph revive and innovate. Tiffany & Co., celebrating the 160th anniversary of the Tiffany Timer, introduces the Eternity Baguette and Sixteen Stone Mother-of-Pearl watch, blending gemological excellence with Swiss precision.
Zenith’s Benoît de Clerck highlights the Defy Skyline collection, an evolution of the 1968 style. The Defy Skyline Skeleton, in a bold black ceramic edition, reveals the El Primero 3620 SK caliber in full transparency, drawing parallels between watchmaking and urban architecture.
Now, the question for you: As these brands push the boundaries of innovation while honoring tradition, which house do you think is leading the charge? And more importantly, is this fusion of old and new truly the future of luxury watchmaking, or just a passing trend? Let’s debate in the comments!
