Since its establishment by the Greek silversmith Sotirios Voulgaris in Rome, Italy in 1884, the Italian luxury brand Bulgari have been best-known for their jewelry, fragrances and leather goods. Bulgari had dabbled in watchmaking since the 1920s by adopting Art Deco-designed timepieces usually featuring diamonds and precious metals. In 1980, the brand created a separate watch division, Bulgari Haute Hologerie S.A. based in Neuchâtel, Switzerland, purchasing independent watch brands Daniel Roth and Gérald Genta. The brand has been incorporated as part of the French conglomerate LVMH since 2011 and remains under the ownership of the Bulgari family to this day.