Beretta USA officially kicked off its 500-year anniversary celebration with a powerful showing at the 2026 SHOT Show in Las Vegas, marking the start of a yearlong global tribute to the world's oldest industrial dynasty.
The celebration began ahead of the show with Beretta's exclusive, invite-only Beretta Range Day on Sunday, January 18. The event welcomed more than 200 media members and industry partners for a hands-on preview of Beretta's newest product releases. Throughout the week, attendees had the opportunity to meet and engage with members of Team Beretta and our brand ambassadors. Representing Team Beretta Pistol were JJ Racaza, Jessica Hook, Sal Luna, and Cameron Templin. From Team Beretta Shotgun, guests met Anthony Matarese Jr., Diane Sorantino, Desi Edmunds, Zach Kienbaum, Kim Rhode, and Conner Prince. Representing the tactical community were Dan and Jessica Brokos of Lead Faucet Tactical. In the hunting and outdoor space, Ward and Jeb Burton of Crossroads with the Burtons, Nate Hosie and Randy Birdsong of Headhunters TV, and Ronnie Phillips and Logan Burditt of Heartland Waterfowl connected with attendees.
Attendees had the opportunity to test new firearms on the range, compete in the AX800 Suprema Challenge, and connect with leading brands across the industry. Key partners in attendance included Sako, Tikka, Burris, Steiner, and Norma, with participation from Langdon Tactical Technology and Garmin, helping make the event a true showcase of collaboration and innovation across the Beretta Holding family and extended industry network.
The momentum carried into SHOT Show, where Beretta anchored the celebration in their newly designed Booth #13227. On Thursday, January 22 at noon, the company hosted a special in-booth anniversary event that drew a standing-room-only crowd of media, partners, and industry leaders. The celebration featured guest speakers and the unveiling of the introduction of a limited-edition Beretta x Garmin collaboration watch, the MARQ® Commander (Gen 2) Beretta Edition. Another highlight of the anniversary celebration was the unveiling of the 500-year commemorative medallion, designed and manufactured in partnership with the Istituto Poligrafico and Zecca delle Stato / Italian State Mint. This special medal was designed as a timeless tribute to Beretta's five centuries of history symbolizing our legacy of craftsmanship and innovation dating back to 1526. Attendees at the in-booth event were among the first to see this historic piece in person before it became available more broadly as part of the 500th anniversary program. The commemorative medal will be offered in select markets in 2026 to customers who purchase and register qualifying Beretta firearms, allowing them to own a piece of history and claim a personal place in Beretta's story. Together, the moment offered attendees an opportunity to reflect on Beretta's unparalleled legacy of craftsmanship and performance while looking ahead to the brand's next era of innovation.
"SHOT Show 2026 marked the beginning of a once-in-a-lifetime celebration for Beretta," said Cristian Capelli, Beretta USA General Manager. "From the range to the show floor, we were proud to bring together our partners, media, and friends of the brand to honor five centuries of innovation while showcasing the future of Beretta."
Viewers can also experience the celebration firsthand by watching the full SHOT Show recap video and Beretta Range Day recap video on Beretta's YouTube channel. Beretta's 500th anniversary celebration will continue throughout 2026 with special product releases, storytelling initiatives, and global events honoring the company's heritage and forward-looking vision. To stay up to date on anniversary news and special releases, visit beretta500.com.
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About Beretta: Established in 1526, Beretta is the world's longest-standing industrial dynasty, with a legacy spanning 16 generations of continuous family ownership. For 500 years, firearms bearing the Beretta name have been trusted and used around the world. Beretta USA Corp. was established in 1977 and quickly became the provider of the most widely deployed sidearm in the U.S. Armed Forces. Today, Beretta USA is part of Beretta Holding Group, which includes over 50 global subsidiaries and 20 renowned brands. Beretta manufactures, distributes, and markets a complete range of firearms, accessories, and apparel. The company also owns and operates six Beretta Gallery retail stores worldwide.
For more information, visit www.Beretta.com.