The Shop

It was 1882 when Antonio Bedetti, an enterprising and educated man, the former managing director of the Santa Cecilia Orchestra, opened a watch store along with Sir Carlo Bandiera near the Theatre of Marcellus.

His name is well known to Romans because it is linked to one city’s most beloved monumental clocks: the water clock of the Pincio, created in 1867 by the Dominican Friar Giambattista Embriaco, with Antonio Bedetti’s participation.

He began working with Rolex, the prestigious Swiss watch brand, that is synonymous with quality and precision, which in those years rose to fame among watch enthusiasts for two inventions, both absolutely amazing:

The patented Oyster case (1926), which solved in an innovative and definitive way the issue of watch waterproofing, and the development of the first Perpetual models, equipped with an automatic charging mechanism (1931).

After more than seventy years of business, Antonio’s son, Marcello, opened the Bedetti jewelry shop in Piazza San Silvestro, since then the exclusive seat of the company.

Even as the bond with Rolex became stronger, new partnerships began with other leading names in Swiss watchmaking: Vacheron Constantin, and, later, Baume & Mercier, Hublot, Tag Heuer and Breitling.

The quality and prestige of the watches confirmed the role of Bedetti as the leading representative of high-end watchmaking in the heart of Rome.

The shop soon became a reference point for the sophisticated clients. It is depicted in the film Love and Larceny by Dino Risi starring Vittorio Gassman and Peppino De Filippo in what became a cult scene of the rising Italian film making industry.

The film connection was not an isolated case: during the time of the Dolce Vita, special customers met at Bedetti, for example Audrey Hepburn and Luchino Visconti.

The shop went through a period of growth and transformation, culminating in 1968 in a major renovation by the architect Rebecchini , who designed the famous horseshoe desk that can still be seen in the sales room, and the steel column that houses the elevator leading to the upper floors.

The arrangements of the upper floors - where the watchmaking workshop is already located - responds to a new project of Massimo Bedetti. With a degree in economics and a certificate from the Gemological Institute of America in Los Angeles, Massimo Bedetti expanded the business to jewellery and goldsmithing areas. Graduated at the GIA and co-founder of the Italian Gemmological Institute, he personally travels to Antwerp to select the purest diamonds, to Thailand and Colombia for coloured stones. His gemmological expertise in precious stones enabled Bedetti to create an excellent jewellery workshop, where the creativity of designers, goldsmiths and jewellers was combined with the most modern tools. Having now entered the field of diamonds and other gems with authority, Bedetti signs his own line of jewellery and customised creations.

In the late 80s the Bedetti strengthened its association with De Beers, the world's leading diamonds brand.

In November 1988 in a special event at the Grand Hotel in Rome of prestigious diamond jewelry was presented.

In the transition years from the second to the third millennium Massimo Bedetti has been joined by his sons Marcello and Stefano.

Their task is to preserve a hundred-year-old tradition and historical values that have guided previous generations; at the same time, their goal is to lead the company to new heights, using new skills and innovative communication and marketing tools in the challenge posed by an increasingly complex and international business. On the fiftieth anniversary of the opening of the store, an event took place with the participation of various artists including actor Alessandro Gassman.

The first Rolex Corner in Italy was opened here. It is strongly characterized by the from Geneva brand displaying a major exhibition of modern and classic pieces.

In the fall of 2011 a historical exhibit called Rolex GMT - The History took place at the store, celebrating the fiftieth anniversary.

It was is the latest step in aroad show describing the evolution of UTC from 1955 to present in all its variations.

For the simultaneous launch of the Ferrari F12 Berlinetta and the watch Hublot Big Bang Ferrari, a special event was held in San Silvestro Square. In front of the Bedetti store, a special structure was assembled, with interactive displays and video mapping shows on nearby buildings.

In 2020, the fourth generation of the Bedetti family, represented by Stefano and Marcello, completely renovated the building. After several years of design and planning by architect Gianni Ascarelli, the areas have been remodeled preserving the uniqueness of the original structure, as designed in 1968, according to a modern and future-forward vision. For the occasion, a new exclusive Rolex space has been created and a new corner dedicated to the watchmaking of the Maison Cartier.