World's Most Powerful 100 Brands 2026 · Second Global Mega Edition
#87 Bulgari
Bulgari is ranked #87 in the WCRC World's Most Powerful 100 Brands 2026, with a WCRC Power Score of 74.08. The Roman jeweller has held the same bold, colourful positioning since 1884, and in 2025 it had another record year inside LVMH, led by high jewellery and new flagship stores.
Five WCRC pillars, 50 parameters, each scored 0 to 100 against global sector peers. The pillar weights set how much each one counts toward the Power Score.
Brand Positioning & Recall28%78.2
Consumer Trust & Sentiment26%72.0
Product, Innovation & Delivery20%77.6
Sustainability, Governance & ESG16%66.3
Digital Presence & Financial Soundness10%73.4
P1 · Brand Positioning & Recall 78.2 · weight 28%
Positioning Clarity & Coherence86
Unaided Brand Recall76
Top-of-Mind Awareness (TOMA)72
Brand Differentiation Index84
Campaign Effectiveness & Recall72
Brand Personality Coherence84
Share of Voice vs Share of Market70
Cultural & Contextual Relevance76
Brand Extension Credibility80
Visual Identity Distinctiveness82
How the Power Score adds up
Each pillar's score multiplied by its WCRC weight. The segments sum to 74.08.
Bulgari is powerful because it knows exactly what it is. Positioning Clarity & Coherence scores 86 in the WCRC World's Most Powerful 100 Brands 2026: since 1884 the house has stood for Roman high jewellery, with bold forms, saturated coloured gemstones and design codes that owe more to the Eternal City than to Paris. Brand Differentiation Index and Brand Personality Coherence score 84 each, because a Serpenti necklace or a B.zero1 ring is recognisable across a room. Perceived Product & Service Quality, at 86, reflects a high-jewellery craft reputation, and Packaging & Sensory Brand Experience also scores 86.
The second driver is momentum inside the world's largest luxury group. LVMH said Bvlgari had another record year in 2025, with record sales for its Polychroma high-jewellery collection, even as the Watches & Jewelry segment's revenue slipped 0.9% to EUR10.49bn and luxury demand cooled. New flagships opened in Milan, Los Angeles, Miami, Tokyo and Riyadh. Bulgari has also stretched credibly into fragrance and into hotels and resorts, so Brand Extension Credibility scores 80. Financial Stability Indicator is its highest parameter, at 90, because LVMH, rated AA- by S&P and Aa3 by Moody's, stands behind it.
The weakness is the supply chain. In July 2026 Milan prosecutors and police searched Bulgari offices over subcontractors suspected of exploiting Chinese workers; no charges or court findings have been reported, but Supply Chain Ethics & Responsible Sourcing falls to 56. Recall also trails its closest rivals: Top-of-Mind Awareness scores 72, behind Cartier and Tiffany, and Brand Positioning & Recall, at 78.2, ranks 81st of 100.
Why Bulgari ranks #87
Bulgari's three strongest WCRC parameters combine the backing of LVMH with a clear Roman identity and a reputation for high-jewellery craft.
5.07Financial Stability Indicator90
Financial Stability Indicator: parent LVMH is rated AA- by S&P and Aa3 by Moody's, and its Watches & Jewelry segment earned EUR1.51bn of profit from recurring operations in 2025.
1.01Positioning Clarity & Coherence86
Positioning Clarity & Coherence: since 1884 Bulgari has stood for bold Roman high jewellery, expressed in Serpenti, B.zero1 and coloured-gem designs.
3.01Perceived Product & Service Quality86
Perceived Product & Service Quality: Bulgari's high-jewellery craft is its core, and its Polychroma collection set sales records in 2025.
The Achilles' heel
4.06Supply Chain Ethics & Responsible Sourcing56
Supply Chain Ethics & Responsible Sourcing scores 56, Bulgari's lowest parameter. In July 2026 Milan prosecutors and police searched its offices over subcontractors suspected of exploiting Chinese workers. No charges or court findings have been reported, and Bulgari has not publicly responded.
What would move it: An independent audit of its Italian subcontractors, with the findings and corrective steps published, would address the issue directly and protect a brand built on craftsmanship.
The 2026 story
Bulgari kept growing while luxury slowed. LVMH reported that Bvlgari had another record year in 2025, with record Polychroma high-jewellery sales. The Watches & Jewelry segment, which also includes Tiffany and TAG Heuer, posted revenue of EUR10.49bn, down 0.9% in reported terms, and profit from recurring operations of EUR1.51bn.
Retail expansion continued, with new flagship stores in Milan, Los Angeles, Miami, Tokyo and Riyadh, alongside its fragrance business and Bulgari Hotels & Resorts.
The risk arrived in July 2026, when Milan prosecutors and police searched Bulgari offices in an inquiry into subcontractors suspected of exploiting Chinese workers. Reports differ on whether Bulgari itself is formally under investigation. LVMH's weak share price in 2026 adds pressure across the group.
Versus its nearest rivals
Closest brands in Luxury & Fashion within the top 100.
Is Bulgari the most powerful jewellery brand in 2026?
No. Bulgari is ranked #87 in the WCRC World's Most Powerful 100 Brands 2026. Cartier (#30) and Tiffany & Co. (#37) rank higher among jewellers.
What rank is Bulgari in the WCRC World's Most Powerful 100 Brands 2026?
Bulgari is ranked #87 in the WCRC World's Most Powerful 100 Brands 2026 (Second Global Mega Edition), with a WCRC Power Score of 74.08 out of 100.
What is Bulgari's biggest strength?
Financial Stability Indicator scores 90 thanks to LVMH's backing. Positioning Clarity & Coherence and Perceived Product & Service Quality follow at 86 each.
What is Bulgari's weakest area?
Supply Chain Ethics & Responsible Sourcing, at 56, after Milan prosecutors searched its offices in July 2026 over suspected exploitation of workers at subcontractors.
Who owns Bulgari?
Bulgari is owned by LVMH Moët Hennessy Louis Vuitton, which also owns Tiffany & Co. Its results are reported within LVMH's Watches & Jewelry segment.
About this assessment
The WCRC Power Score is WCRC's own assessment under the WCRC Brand Value Research Methodology (2026 Edition): 50 parameters across five weighted pillars, each scored 0 to 100 against global sector peers. Read the methodology.
