Serpenti: 75 years of mesmerizing history

BULGARI

In 2023, Bulgari’s iconic Serpenti celebrated its 75th anni-

versary. Its allure – which is both contemporary and eternal

– has evolved over the last three-quarters of a century,

but has stayed true to its original essence, establishing it

as an icon of determination, power and transformation.

Introduced in 1948 as jewelry-watches to be wrapped

around the wrist, Serpenti designs made their debut with

supple, stylized bodies crafted according to the Maison’s

emblematic Tubogas technique. In the 1950s, the Bulgari

serpent was updated with a more figurative style. That

metamorphosis further evolved in the 1960s,

when its skin was transformed into an imag-

inative experimental canvas bejeweled with

gemstones and colored enamels. More

recently, Serpenti has continued to evolve, with every

mesmerizing form, stunning interpretations of its hexag-

onal scale motif, different degrees of splendor, and unique

combinations of exquisite gems, captivating designs and

creative expertise.

To celebrate Serpenti’s 75th anniversary, Bulgari launched

Serpenti Factory, an international artistic initiative

focused on the snake as an infinite source of creative

inspiration. Its approach embraces many aspects of

the emblem, from heritage to craftsmanship up to multi-

sensorial technologies. Bulgari has selected only five cities

around the world for this special occasion: starting from

Shanghai, the first destination of the journey, the exhibition

was hosted in Seoul, Milan, Dubai, and Tokyo.