The Bulgari brand has come a long way since Sotirio Bulgari founded the company in Rome in 1884. The brand launched an international fund-raising project at BaselWorld this year to celebrate its 125th anniversary, while honouring the founder with the release of a watch collection dedicated to and named after him. Chief executive officer Franceso Trapani, the great grandson of Bulgari, announced at Bulgari's pre-dinner cocktail reception at BaselWorld that the fund-raising project would support Save the Children, a non-profit organisation defending children's rights worldwide. The organisation is committed to providing quality education to 8 million children living in conflict-affected areas through next year. 'Bulgari will make its own contribution to Save the Children with the objective of raising Euro10 million [HK$101.26 million] by the end of this year, of which Euro1 million has already been donated,' he said. 'The remaining figure will be raised throughout this year through the sale of a special silver ring created exclusively for this campaign.' Available in Bulgari stores worldwide until December31, the ring retails at Euro290, of which Euro50 goes directly to the campaign. Mr Trapani showed a video shot by photographer Fabrizio Ferri, which featured several celebrities such as Isabella Rossellini, Ben Stiller and Alessandra Ferri wearing the ring in support of the campaign. Bulgari has also created a collection of 11 high jewellery pieces and seven limited edition timepieces, the total value of which is estimated to be Euro3 million. The brand will auction off the pieces on December 8 at Christie's in New York, with all the proceeds going towards Save the Children. Before the auction, the collection will be on display in the Italian capital at the Palazzo delle Esposizioni museum from May 20, when Bulgari will open its first retrospective exhibition, Between Eternity and History. In addition to the fund-raising campaign, Bulgari launched a new collection this year at BaselWorld. 'The important new watch collection pays tribute to our founder and is a testament to our commitment to combine precision, watch craftsmanship and innovative design,' Mr Trapani said. The Sotirio Bulgari collection consists of four new models, and one of the most notable differences between this collection and the other Bulgari lines is the absence of the logo on the bezel. Bulgari fans accustomed to the brand spelled out in Roman lettering will find an unmarked bezel instead, and the overall effect is classic and clean. The first three models in the collection reflect the brand's emphasis on high quality craftsmanship. The Sotirio Bulgari Tourbillon Quanti?me Perp?tuel was developed completely in-house by Bulgari and is limited to 30 pieces. The see-through tourbillon is at 6o'clock, and the perpetual calendar displays are positioned at 3o'clock and 9o'clock. Both displays feature double coaxial retrograde hands, and the left display shows the day and date, while the display on the right shows the month and four-year cycle. The Sotirio Bulgari Date Retrograde is another in-house achievement by Bulgari. The 150-degree retrograde module was developed and produced by the brand, and the retrograde date display is positioned at 6o'clock. The model is available in stainless steel and pink gold, with either black or white dials. The Sotirio Bulgari Quanti?me Annuel has an annual calendar function with a 225-degree retrograde date stretching from 2o'clock to 10o'clock, a day display on the left of the dial centre and a month display on the right. The limited edition model is available in 18 carat pink gold (250 pieces) and 18 carat white gold (125 pieces). The final model of the collection was designed to commemorate the founder and the 125th anniversary of the brand. The Sotirio Bulgari 125th Anniversary Edition comes in pink, yellow and white gold, with 125 pieces released in each version. The flip-over backcase showcases Sotirio Bulgari's signature and the watch is equipped with the BVL 250 Calibre with a manufacture movement personalised for Bulgari. Mr Trapani said that the brand would continue to take control of its creations in-house with many more developments and productions forthcoming. 'Bulgari went through a strategy of acquisitions in the 1980s to acquire total control of the production process and, as such, achieve the know-how for creations that feature the highest levels of quality and sophistication together with a distinctive design,' he said. 'The watches we are presenting today mark a step forward in this process, of which I am very proud.'