In the late 70s, Gianni Bulgari led a complete overhaul of the company, establishing a new watch business and focusing on product design.

Being both CEO and Art Director, Gianni Bulgari emphasized the creative mission of the company pursuing products "rare by design rather than price".

In 1989, Gianni Bulgari founded a watchmaking company, GB Enigma in Neuchatel Switzerland, launching a series of watches featuring digital hours and analogic minutes of an unusual designs.

In 1997, inspired by clocks featured on dashboards of First World War airplanes Gianni Bulgari launched BMW, the "Bazel Manual Winder", a mechanical watch to  be rewinded by turning the bezel.

Immense wealth of products and ideas, removed from traditional watch culture, will provide marketing people with many options that will guarantee Brand's heritage well beyond its mentor's personal existence.

In the course of the 90s, Gianni Bulgari took a controlling interest in Moto Guzzi, the Italian historic motorcycle manufacturer, that was later sold to Piaggio.

Interested in politics Gianni Bulgari wrote articles for some of the major Italian newspapers like Corriere della Sera and Repubblica.