NO STRINGS ATTACHED

Written By: Khansaa Houlbi

In a limited-edition series, Bvlgari and Fender combine to deliver a performance where time and sound never stop rocking, with the Bvlgari Aluminium GMT X Fender Limited Edition.

In the delicate interplay of time and sound, there exists a rare union of artistry, craftsmanship, and history. A single note, like a perfectly placedtick of a watch, reverberates through time and space, carrying with it the stories of the creators who shape it. Just as a master watchmaker meticulously assembles each component to create a masterpiece, so does a guitar builder crafting the instrument that has become synonymous with musical revolution.

In this rarefied world, few names carry the weight of legacy and innovation as deeply as Bvlgari and Fender. Bvlgari, a Maison renowned for its mastery of both mechanical expertise and luxury jewelry, joins Fender, the iconic guitar maker that has shaped music for seven decades. The result is a union not only of brands but of stories of craftsmanship, passion, and innovation. To mark the 70th anniversary of the Fender Stratocaster, Bvlgari has forged a creation that honors this history, blending the dynamism of music with the precision of watchmaking: the Bvlgari Aluminium GMT x Fender® Limited Edition. It is a tribute to the universal language of music, where time and sound collide in perfect unison. The striking sunburst finish and creamy hues of the watch mirror the spirit of the Stratocaster, capturing the essence of both the iconic guitar and the refined craftsmanship of Bvlgari’s artisans.

This limited-edition collaboration brings these icons together in an exquisite duet of form and function, where each piece, like the notes of a composition, speaks of passion, precision, and artistry. We sat down with Justin Norvell, executive vice president of Fender Products, to discuss the vision and spirit behind this extraordinary partnership.

KHANSAA HOULBI: First off, how did the collaboration between Fender and Bvlgari come to life?

JUSTIN NORVELL: I think it began with the idea of music. Bvlgari was launching new chiming watches with unique tones and compositions, which sparked the theme of music in motion. From there, they began exploring other aspects of music and its iconography.

Fender came up as a natural fit during those discussions. Our designs have been iconic for over 70 years and the team at Bvlgari reached out to us. We’re quite selective about our collaborations, but we thought this would be a fantastic idea. For us, for musicians, time is everything — time signatures, tempo, and the precision of keeping time are central to music. Moreover, many guitar players and collectors are also watch aficionados. It made perfect sense and we thought it was a great idea.

KH: Could you walk us through the collaboration process? Did you engage more with horology experts or was the focus on design?

JN: The process was largely based on incorporating design elements into the pre- existing aluminum watch. The goal was to blend the two worlds elegantly, so the watch would look great whether you cared about guitars and music or not.

It was really about not being heavy handed. We focused on subtle touches, like polished indices resembling guitar frets and a sunburst colorway. Nothing over-the-top, like reshaping the watch into a guitar body — just thoughtful, refined details.

The process involved about a year of back- and-forth between teams. It was very natural. Toward the end, around the announcement time, the Bvlgari team visited our factory to understand our processes and see what our master builders do. I also visited Bvlgari’s horology experts in Le Sentier [Switzerland], which was incredible.

Even though the scale of our products is different, the craftsmanship at that expertise level for both ends was strikingly similar. Both brands share a dedication to creating handmade, heirloom-level products, which felt like a real throughline in the collaboration.

KH: Were there any key shared practices between Fender and Bvlgari that you reflected in the collaboration?

JN: I don’t know about reflecting on the collaboration, but 100%, we went through each other’s processes and discussed
how something would come to be. We definitely shared and learned from each other’s processes. Both teams explored how their respective crafts come to life, and the similarities were essentially identical.

For example, when we present a guitar, it comes in a case that’s part of the experience. Similarly, Bvlgari didn’t use a typical watch box for this collaboration. Instead, they created an oblong metal case lined with crushed velvet, reminiscent of a guitar case. These thoughtful touches outside of the watch design spilled over from our mutual understanding and added to the overall experience.

KH: Is there a guitar inspired by the Bvlgari- Fender collaboration?

JN: Yes! We created a guitar as part of this collaboration. It was fascinating because we handed over much of the design freedom to Bvlgari’s team.

We started with a classic Stratocaster design and let them modernize it, applying their unique sensibilities without making it look like a literal watch. We updated the pickguard shape and added other subtle elements, resulting in a truly special guitar. The response has been fantastic, and we’ve even had customers requesting both.

KH: Leo Fender once said, “Artists are angels, and our job is to give them wings to fly.” How does this philosophy manifest in this partnership?

JN: That speaks to the idea that we make tools for a higher purpose. We make our guitar, so people can make their art, their music, which is the most important thing to them. And so the care we put into what we do enables them to fly to reach that level.

With this collaboration, the watch speaks to the importance of music in people’s lives. It allows someone to carry their love for music, even when they’re not holding a guitar. Just by looking at it and checking on it, it’s kind of a reinforcement of what’s important to you and who you are. Whether you’re a lifelong guitarist or just a fan of guitar-based music, the watch connects you to that world. It’s about lifestyle and identity — music is deeply ingrained in people’s lives. Pairing that with Bvlgari’s dedication to horology creates a powerful statement about craftsmanship and passion.

KH: Can you share more about the textures and materials used in the timepiece? Were there any parallels with Fender guitars?

JN: Absolutely. The most obvious connection is the sunburst finish. In watches, sunburst is typically a metal treatment with reflective qualities at different angles. For guitars, a sunburst is a natural wood finish with darker edges.

This year marks the 70th anniversary of the Stratocaster, which Bvlgari is helping us celebrate this year, which originally came in a sunburst finish. Incorporating that into the watch was a big nod to Fender’s history.

Fabrizio, the main designer, had all these ideas. The aluminum watch, just as it sits, is perfect, because it uses atypical materials — the rubber bands, the rubber bezel and aluminum. And when you think of what a guitar was in the ‘50s, it was very much more a jazz guitar, like a violin, like a big crafted thing. When Fender Guitars came out at that time as well, they were very sleek, mid century. They were using plastic pick guards, which was not the norm. It was very different and surprising. I think that kind of speaks to the idea of aluminum watches too. The materials are forward leaning in this concept, which these guitars were when they came out, and so the sunburst, the frets, the case, are all elements that take the watch into a Fender lens.

KH: What was your favorite moment during the collaboration?

JN: For me, it was visiting Le Sentier and speaking with Bvlgari’s master horologists. Seeing their passion, their dedication to their craft, how long they’ve been doing it, and how much care they put into it. Like creating watches with over 1,200 parts that take five months to make. That was very inspiring.

It was speaking to everything I hear on the Fender side. A collaboration sometimes could be PR-driven, but this was like a meeting of kindred spirits. And it was very obvious in that moment that the general reason for existing, and what our people do and their dedication to it, is the same at both places. Discovering how many layers deep the similarities ran, was really the best part.

KH: Did you learn any surprising facts about horology that might intrigue watch enthusiasts?

JN: Definitely. I was fascinated by the chiming watches and minute repeaters. As a budding watch enthusiast myself, it opened my eyes to the next level of craftsmanship — tourbillons and other complex mechanisms. It was really amazing. And I do kind of think also, there is such a connection. The fascination with time and analog, very much speaks to musicians and music. And so it was really just brilliant.

KH: Do you forsee any other future collaborations with Fender, or maybe another Bvlgari collaboration with Fender down the line?

JN: We would love to. We kind of really focus on our core business, probably both of us. And then these special things that happen on the side. Our doors are completely open, but we’re kind of just enjoying the moment of launching this to start with.

KH: Lastly, what’s your favorite sorbet flavor?

JN: Pineapple and jalapeño.

KH: Oh wow!

JN: It’s incredible, sweet with a bit of heat.