The Bulgari Bulgari dates back to 1975, when the three Bulgari brothers who ran the company at the time – Gianni, Nicola, and Paolo – had the idea to create a unique present to thank their top 100 clients. The timepieces’ characteristic feature – two engravings of “BVLGARI” around its bezel with no brand label on the dial – was inspired by old Roman coins, one of the many artistic elements from Ancient Rome that would affect and inform the appearance of Bulgari jewelry and watches throughout the decades. This remarkable watch became so popular that it was released as a commercial model in 1977, with the designation Bulgari Bulgari or “BB” derived from its double-double engraved bezel.

And late last month, Bulgari decided to release a newer and more modern version of its 45-year-old Bulgari Bulgari watch, completed with an all-black band and steel case.

The classic designed by Gerald Genta features a black DLC finish on its stainless-steel bracelet and case. The Bulgari Bulgari has evolved from a promotional offering with a digital LCD display to a more traditional analogue watch with mechanical movements and quartz. The new 41mm model has an automated display that shows the date and time, while a nearly identical 33mm women’s model has a quartz display and a black ceramic cabochon set in its crown. The bezel, which circles a black lacquered dial with hand-applied dial markers, is still seen etched with the double-double logo.