How Bulgari’s Focus on Market Share Drives Record Success Amid Declines

Why Bulgari Shines Amidst a Luxury Industry Decline

In a year when many luxury brands, including heavyweights like LVMH, faced declining sales, Bulgari has emerged as a beacon of success. CEO Jean-Christophe Babin shared insights into how Bulgari not only endured 2025 but flourished, achieving record sales in jewellery, watches, and even hospitality, defying overarching industry trends. He emphasized the significance of market share rather than simple market growth, stating, "The point is that we’ll grow because we’ll gain market share." This mindset is crucial in a market where the luxury sector endures fluctuations amid a changing economic landscape.

The Market Share Strategy: A Paradigm Shift

Babin's approach counters the typical luxury narrative of doom and gloom. Instead of reacting to broader market conditions, his strategy focuses on enhancing desirability through creativity and consistency. He points out that compared to prior years, 2023 saw boosted sales from what he labels "revenge buying" — a term used to describe the purchasing habits that followed long periods of COVID-related restrictions. According to Babin, the company has recalibrated its definition of success, placing emphasis on brand relevance and timelessness in product offerings.

The Timelessness of Luxury

Over the years, Bulgari has shifted its sales model; only about 10% of their turnover now comes from new product launches. Babin argues that true luxury transcends fleeting trends and fads. "When something is timeless, you don’t necessarily need at any cost to renew it all the time," he explains, reflecting a conscious move towards creating collections that resonate deeply with customers.

Insights on Diversifying Luxury Offerings

Under Babin’s leadership, Bulgari is not only deepening its jewellery and watch offerings but also expanding its presence in hospitality. With plans to increment from nine locations to 15 by 2030, these hotels support the brand's growth strategy while enhancing its luxury experience. As Babin remarked, "We will not open a unit in a city unless we are convinced it will be the single most expensive hotel," aiming for average daily rates that align with the brand's high-end reputation. This approach builds a unique experiential advantage, allowing clients to immerse themselves in the brand rather than just visit for a quick purchase.

The Human Touch in Luxury Marketing

Babin’s focus on passion and curiosity as driving forces sets him apart in the sometimes stark world of luxury business. He believes that genuine enthusiasm creates a natural energy that influences both team morale and customer engagement. As he prepares to transition from CEO to Chairman, Babin stresses the importance of maintaining Bulgari’s core values and its cultural heritage rooted in Rome.

In conclusion, Jean-Christophe Babin’s insights illustrate a vital lesson for those in the luxury market: that in times of uncertainty, a focus on market share, product timelessness, and a heartfelt connection to the brand can foster success even amidst adversity. Bulgari exemplifies how the right mindset and strategy can ensure that a brand not only survives but thrives.