Sceptics be damned. By deciding to team up with a video game publisher, Roman watchmaker and jeweller Bulgari is proving once again that it’s better to be a trendsetter than a follower. But contrary to what others imagine, the only jeweller to have succeeded in a host of compartments (hotels, perfumes and leather goods in particular) is merely extending a legacy of dissidence. As early as the 1970s, Bulgari was already offering its best customers a gold watch with a digital display as a gift. Today, Bulgari is taking this idea of marrying the real and the virtual one step further. Inspired by the counters on the legendary Lancia Delta of the 90s, the watch is an extension of a car in the game. A Bulgari car, to be precise, with the same codes as a watch and certain racing cars from the 70s. By purchasing this watch, the owner also unlocks access to a game exclusively reserved for him or her. Alongside the watch, the manufacturer offers a fully immersive digital experience, with fantastic exposure to millions of Gran Turismo users on a daily basis.