Enigma was created in 1989 by Gianni Bulgari. Gianni comes from a long line of jewelry as the grandson of Sotirio Bulgari, founder of Bulgari in Italy. Gianni graduated Law School in 1960 and joined the family business. He started as a buyer and transitioned slowly through other roles before becoming CEO where he stayed until 1988. In 1989 with the departure from Bulgari Gianni embarked on Enigma as a new brand. In 1993, Enigma invented a diamond-incrusted steel watch. Continuing to look into innovation in watches the company invented ad bezel wind watch in 1998 which would be wound by turning the bezel of the watch. In 2003, Enigma launched its own jewelry and followed suite in 2005 with a boutique on Via Margutta in Rome followed by a second on rue du Rhône, Geneva, in 2006.