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GB-Enigma was established in 1989 in Neuchâtel, Switzerland, by Gianni Bulgari to produce and market timepieces of his own design.
Driven by innovative thinking, GB-Enigma launched a series of jumping-hour watches with a strong design identity. They were marketed under the brand (after Gianni Bulgari’s initials), Enigma being the company name.
In defiance of traditional branding, watches did not carry the logo on their face but only on the case-back. Yet, they remained identifiable by a unique design.
In 1995, the corporate name was promoted to brand name status and watches carried Enigma on their face.
That same year, moved its headquarters to Geneva.
In 1997, GB-Enigma launched a groundbreaking product, the “Bezel Manual Winder”, a patented mechanical watch that was the only one manually rewound by turning the bezel.
2002 marked the return of Gianni Bulgari to jewellery. A period of intensive product design lead to the creation of over one thousand different jewels which redefined Enigma’s mission: to become a jewellery brand with its own retail stores. In a reversal of roles, watches became the accessory to jewellery.
The GB-Enigma flagship store opened in Rome in December 2005.