Beretta USA didn’t just show up to the 2026 SHOT Show in Las Vegas—they stormed it like a Renaissance army reclaiming its throne, kicking off a year-long extravaganza for the company’s 500th anniversary. Picture this: an exclusive Range Day packed with over 200 media influencers, Team Beretta sharpshooters, and heavy-hitting partners like Sako, Tikka, Burris Optics, and Garmin. They unveiled swag that’s pure collector catnip—a limited-edition Beretta x Garmin MARQ® Commander watch blending tactical precision with Italian flair, and a stunning commemorative medallion struck by the Italian State Mint itself. This isn’t some forgettable booth filler; it’s a masterclass in brand storytelling, turning a half-millennium milestone into hands-on hype that had attendees buzzing from the ranges to the show floor.
Dig deeper, and Beretta’s flex here screams longevity in a fickle industry where most brands barely survive a decade. Founded in 1526 by a barrel-maker in Venice’s arsenal district, Beretta has armed kings, won wars, and now dominates American shelves with icons like the 92 series that define military and civilian carry. Partnering with Garmin for a watch that tracks biometrics mid-hunt or match? That’s Beretta future-proofing its heritage, merging Old World craftsmanship with cutting-edge tech to appeal to the data-driven 2A enthusiast who demands reliability in the field. The medallion, meanwhile, nods to sovereign minting traditions, positioning Beretta as an enduring institution amid regulatory headwinds—think ATF overreach or import bans that have clipped lesser wings.
For the 2A community, this is rocket fuel: Beretta’s signaling unshakeable commitment to innovation and celebration at a time when anti-gun forces ramp up. Expect ripple effects—more collabs, limited runs that spike resale values, and events throughout 2026 that rally shooters around shared history. If you’re a collector, patriot, or just love a brand that outlasts empires, mark your calendar. Beretta’s not just surviving 500 years; they’re thriving, reminding us why the right to bear arms pairs perfectly with timeless tools built to last.
