Elite Traveler September-October 2017

elite traveler SEPT/OCT 2017 61

experiences that aficionados of Bulgari expect,” he explains. Bulgari made its first foray into the world of boutique hotels just over a decade ago when it opened its first in Milan in 2004. It then opened Bali, followed by London in 2012. Now, under Babin’s leadership, this year ushers in openings in Shanghai, Beijing and Dubai. Moscow is planned for 2019. “We want to have the most exclusive network of hotels in the 10 most attractive cities in the world,” says Babin. “There is nothing more demanding than pleasing a customer in the hospitality field. With Bulgari, he or she can spend $3,000 on a single night, which is the cost of a B-Zero1 ring. So in one case you have a night for $3,000, or in the other case, you have something that will last a lifetime. When you check out, that money is gone, so the memory you have from your stay there has to be as memorable as the B-Zero1. It is about quintessential service. Even more important, though, is that understanding how to deliver the best possible service in the hotels can also translate to retail boutiques, so that they can offer exceptional service as well.” Along with offering superb service, Bulgari is expanding its boutiques. The store in New York has been under renovation since last March and is slated to open its doors this fall. Peter Marino is designing it and incorporating many features found at the brand’s flagship Rome store on Via Condotti. With so much happening around the globe, French-born Babin travels the world constantly to keep up with the events and schedules of all of the categories, as well as the brand’s global soirees. He resides in Switzerland, where the brand’s watches are produced, and splits his time between there and Italy, where the Roman headquarters are located, and the jewelry, fragrances and silk are made. “In a single day I can move fromwatches to manufacturing to hotel openings and more — all within the Bulgari framework. I love it,” says Babin. “We have the ability to trigger dreams, to surprise the customers, whether it is with color, vibrant products or a night to remember. Other companies may not be able to deliver this, but we can, and we must do so brilliantly.”

which will remain in Rome), including B.Zero1, Serpenti, Diva, Bulgari-Bulgari and Parentesi. Currently it has 400 employees and the goal is to expand to 700 by the year 2020, according to Babin. Additionally, to train a new breed of jewelry makers, Manifattura Bulgari houses the newly formed Bulgari Jewelry Academy, a school dedicated to training students in the fine art of Bulgari’s top Italian craft. Bulgari, however, does not thrive on jewelry alone, and Babin is in charge of all categories. “It is very exciting to lead five different companies that, if they were separate would not be so strong, but together as a whole, are incredibly strong,” he says. “We all have the same mission of cementing the brand and glorifying further Bulgari’s capabilities.” Admitting he is very demanding, which he says is tempered by his easy accessibility and willingness to be contradicted, Babin compares himself to the conductor of an orchestra when it comes to leading the five divisions on a cohesive journey. “My mission is to align the strategy, the integrity and to frame the evolution of the work for my general managers,” says Babin. “I have only the best and most experienced in each of their markets. It is their mission to expand under my direction, to make Bulgari the most desirable luxury brand in the world. I determine the cadence of the music, the tone, I conduct the message and give it the tempo, but I don’t play the music. I conduct it so that the more we move on, the more extraordinary the music is, even though it is not newmusic, it is a new interpretation.” As the conductor of that orchestra, Babin seems to be right on target. In watches, he has led the LVMH-owned brand on a path to developing world-first haute horlogerie complicated timepieces, as well as exceptional haute joaillerie watches that underscore the brand’s impeccable jewelry roots. He has also grown the fragrance division and accessories, as well. However, it is in the world of Bulgari Hotels & Resorts that Babin has perhaps learned the most. “The hotels are strictly service oriented, and we are required to create the ultimate services and

Bulgari High Jewelry necklace in platinum with 59.11-carat Colombia cabochon emerald, 15.29 carats emeralds and 42.25 carat diamonds

Bulgari Il Grandioso High Jewelry necklace in platinumwith 53.57-carat round Colombia emerald, 12.52 carats pear-shaped diamonds, 8.39 carats pear-shaped emeralds and 23.47 carats round-cut and pavé-set diamonds

Photo David Atlan