Bulgari Brand
Serpenti Infinito: A Perpetual Journey Of Transformation
Luxferity, 09.01.2025
Bvlgari starts celebrating the Year of the Snake in Shanghai through a unique exhibition combining contemporary art inspired by its legendary icon crafted by 19 international and Chinese artists, and its new 2025 Serpenti collections.
Bvlgari is Serpenti and Serpenti is Bvlgari: an inseparable connection bound by a shared legacy of transformation and irresistible magnetic attraction.
Purple Storm
Having made its way into history as the icon of endless metamorphosis, this mythical symbol, representing the snake’s ability to shed its skin, a metaphor of eternal rebirth, bridges cultures from East to West, evolving through layers of meanings.
On this journey of unlimited reinvention, Bvlgari unveils Serpenti Infinito, its latest communication concept that delves into the transformative power of this iconic emblem.
Embodying the essence of eternal transformation, Serpenti Infinito captures the essence of time, beauty, and perpetual evolution and invites to a realm of infinite possibilities that unfolds around this symbol and the potentially infinite creative expressions and interpretations it can embody.
An evolution that continues today with the launch of new Serpenti jewelry, watches and leather goods 2025 creations, and with the new Serpenti Infinito advertising campaign that connects the strength of the icon with the symbol of infinity, evoking perpetual cycles of creation and renewal.
v-40 Blue Dusk On Block Bracelet
An exploration that reaches new heights in 2025, the Year of the Snake in the Chinese tradition, that marks a significant milestone for the Roman High Jeweler, offering a unique occasion to further explore the shared cultural significance of the serpent and connecting Bvlgari’s creative vision with the rich tradition of Chinese culture. This cultural dialogue elevates Serpenti beyond a design element, establishing it as a universal symbol of unity, transformation, and timeless values.
To celebrate the occasion, a new worldwide journey of Serpenti Infinito Exhibitions will make its debut in January in Shanghai and continue throughout the year, bringing under the spotlight the vibrant bond between the serpent and art.
THE SERPENTI COLLECTION
For almost eight decades since its first imagining in 1948, Bvlgari Serpenti continues to evolve. A transformation that endures with the introduction of new jewelry, watches and accessories creations.
Embodying the sign’s purest essence, the Serpenti Viper creations keep unveiling the infinite potential behind the essential yet distinctive design element of the stylized scale, now interpreted in new colors of gold, either plain yellow or rose, as well as with added diamonds. Easy to wear and to mix and match, the new creations stand out for their captivating everyday appeal, combining effortless versatility with exceptional craftsmanship, perfect to elevate any look with their hypnotic aesthetics and a contemporary twist.
Move Noa Full Pavé Bangle - Yellow Gold Diamond
Made of a sleek necklace, with the iconic stylized head that sits elegantly on the tail, and a pair of striking and easy-to-wear hoop earrings, the two new Serpenti Viper sets, available in rose or yellow gold, embody the evolution of an unmistakable design through the appeal of new gold colors.
To enrich the white gold assortment, a new bracelet and ring mark their debut offering new possibilities to match and stack Serpenti creations at will or to mix them with other Bvlgari collections. Their looped design, exuding the modern charm of the stylized scales, is lit by a delicate diamond pavé on the head and the tail, for a touch of timeless and genderless preciousness.
A more figurative interpretation of the mythical serpent enriched by an entrancing touch of color shines through in four Serpenti rings that will only be launched in selected boutiques worldwide. Drawing from Bvlgari’s High Jewelry creations, the ring series elevates the timeless fascination of the emblem through the unrivalled mastery of color and precious gemstones that sets the Maison apart. Crafted in rose gold and fully encrusted with multi-sized diamonds, the jewelry creations are animated by sapphire, rubies or emerald beads on the body and matching eyes, while a full diamond iteration in white gold captivates with the ultimate brilliance of its baguette and brilliant-cut gems.
Mount Erebus Deep Blue Full Yellow Gold 2N
For watches, the iconic and irresistible Serpenti Seduttori and Serpenti Tubogas continue to amaze. A timepiece with the soul of a jewel, the Serpenti Seduttori combines the sleek refinement of stainless steel with the sparkle of a diamond-set bezel. Sinuous, elegant and light, its supple bracelet - made of intricate hexagonal elements inspired by the scales of a serpent - matches a drop-shaped case representing the head of the mythical animal.
A blend of tubular-inspired aesthetics, ingenious craftsmanship and distinctive sinuosity, the Serpenti Tubogas watch unites two emblems of Bvlgari’s design. Crafted in rose gold and stainless steel with a touch of pavé diamonds, the timepiece coils around the wrist with its legendary flexible bracelet, achieved without any soldering. Versatile, iconic and timeless, the creation marks a significant chapter in the endless evolution of Serpenti.
f-43 Bicompax Fratello Capsule Collection
In the world of Leather Goods, the Serpenti universe welcomes a new bag: the Serpenti Cuore 1968. As the name reveals, its distinctive shape recalls the two halves of a heart that complement each other: one made up of the bag’s body, the other of the sinuous snake body-shaped metallic handle, inspired by the iconic Bvlgari Serpenti Harlequin jewelry-watch from 1968, embellished with multicolored enamels. Crafted in premium matelassé calf leather with a visually appealing and soft padded effect, the heart-shaped bag is completed by a detachable Icon chain strap for multiple wearabilities. Furthermore, an ultra-sparkling animation of the style is entirely covered by almost five thousand hand-applied crystals, blending jewelry DNA with superior attention to detail, timeless design and magnificent craftsmanship.
THE SERPENTI INFINITO CAMPAIGN
Evoking the telluric forces that shape the shifts of the universe, the Serpenti Infinito advertising campaign explores the very nature of time, the evolution of precious elements and materials that grow in the depths of the Earth to generate beauty.
Joy Coeur 0.15-Carat Diamond Ring
With its innovative visual concept capturing this idea of eternal movement, the campaign merges the perpetual cycle of nature’s changes to that of Serpenti. A sign endlessly reborn, renewed and reinvented in new forms, each embodying its ability to leave a lasting mark in the world of jewelry.
The symbol of infinity - an eight that has neither beginning nor end – takes on always new guises through the endless combination and evolution of materials, designs, colors, finishing and textures that forever intertwine the Bvlgari serpent with nature.
n-42 Cobalt Blue Edition On Block Bracelet
