What does one think of when the name Bvlgari is mentioned? A snake motif—yes. The spiralling serpent—better still. B.zero1, the ring inspired by the Colosseum? You’d be right. Or the Divas’ Dream, with its glamorous silhouette, and even Octo, a collection that showcases Bvlgari’s technical mastery in watchmaking? It’s hard to pin down just one, because they’re all icons in their own right.
This season, Bvlgari is embracing a bold new chapter in its story of reinvention, reimagining its most iconic creations through the lens of eternal transformation. With the Eternally Reborn narrative as its foundation, the Maison breathes new life into legendary collections like Serpenti, B.zero1, Tubogas, Divas’ Dream, and Octo—each evolving with the times while holding fast to its distinctive identity, shaped by a rich history and crafted for the modern world.
Founded in Rome in 1884 by Greek silversmith Sotirio Bulgari, the brand is deeply rooted in the Roman grandeur of things while also being propelled by Italian ingenuity. Bvlgari’s aesthetic is anything but static. Each icon references the past while also speaking to the present. This journey is further explored in the digital series Reborn: Iconic Stories, which features the voices of global brand ambassadors such as Zendaya, Anne Hathaway, and Damiano David. Their personal stories of daring, reinvention, and identity reflect the everlasting evolution of Bvlgari’s icons—creations that are born spectacular, reborn over time, and destined to be forever iconic. Let’s dive deeper into each collection.
Serpenti
Since slithering into the scene in 1948, Bvlgari’s Serpenti has become far more than just a design—it’s an enduring symbol of transformation, sensuality, and self-expression. The original Serpenti watch, crafted using the innovative Tubogas technique, was designed to coil elegantly around the wrist, its sinuous form exuding confidence and modernity. Over the decades, this motif has shed its skin time and again—evolving into a collection of watches, jewels and accessories that play with form, colour and craftsmanship.
One of Serpenti’s most legendary moments came in the early 60s, when Elizabeth Taylor—on set in Rome for Cleopatra—was famously photographed wearing one of the first gem-set Serpenti ‘secret’ watches. In that moment, the serpent became an icon, entwining itself around the wrists of Hollywood’s elite and beyond. But Serpenti is more than star-studded nostalgia—it’s a nod to watchmaking’s roots, when wristwatches were crafted as beautiful, functional adornments for society’s most stylish women. Whether coiled once or wrapped five times with brilliant gemstones or worn sleek and minimal, the Serpenti remains an icon in allure.
Divas’ Dream
With its elegant fan-shaped motif, Divas’ Dream captures the essence of effortless femininity and timeless Roman glamour. Inspired by the intricate polychrome mosaics that once adorned the floors of the Baths of Caracalla—one of ancient Rome’s grandest public spaces—the design is both a nod to history and a celebration of a modern woman. Each piece reflects the radiant spirit of the Eternal City, much like a prism catching the Roman light and scattering it into a kaleidoscope of colour. Whether designed with vibrant gemstones or pavé diamonds, the collection’s graceful curves and harmonious proportions speak to a woman’s inner light. Bvlgari doesn’t just honour the past, but looks at modernity in reviving this ancient artistic legacy through jewellery.
Tubogas
What began as a purely functional industrial design, flexible metal tubing used to carry pressurised gas in the early 20th century has, through Bvlgari’s vision, been transformed into one of the most distinctive signatures in modern jewellery. Adopted by the house in the late 1940s for its very first Serpenti watch, the Tubogas technique fused bold, modern lines with artisanal craftsmanship in a way that felt strikingly ahead of its time. Fast forward to today, and Tubogas is no longer just a technique, it’s a symbol of Bvlgari’s boundary-pushing creativity. Now available as a full collection, it underpins everything from stackable bangles to high jewellery masterpieces, necklaces that defies the notion of “industrial” entirely. Its sinuous form, forged without soldering, still speaks of innovation.
B.zero1
When Bvlgari introduced the B.zero1 ring in 1999, it didn’t just launch a new design, it declared a new era for the Maison. Inspired by the architectural power of Rome’s Colosseum and infused with the industrial chic of the Tubogas spiral, the ring was made to mark the millennium with bold, modern energy. While most jewellery icons take decades to earn their status, B.zero1 felt like an instant classic. Its sleek, sculptural silhouette, framed by Bvlgari’s unmistakable double-logo, was a fresh take on heritage, combining historic references with a fearless eye toward the future.
Since then, B.zero1 has become a playground for reinvention. From bold combinations of gold and ceramic to experiments with marble and colour, the collection continues to evolve without ever losing its original spirit. Each piece invites personal expression, made to be mixed, stacked, and worn however the wearer chooses.
Octo
The Octo isn’t your typical timepiece. Neither round nor square, its eight-sided silhouette with a circular bezel boldly breaks with tradition, echoing Bvlgari’s flair for creativity and making it an icon. First launched just over a decade ago, the Octo has quickly carved out its place in modern horology and has won over the collectors and tastemakers alike. At the heart of its appeal is the record-shattering Octo Finissimo, a marvel of engineering that has racked up world records, including the title of thinnest mechanical tourbillon. Its sleek, architectural lines and daringly slim profile are as much a feat of design as they are of craftsmanship, while its Roma sibling quietly delivers everyday elegance. Bvlgari’s Octo watches have become a celebrity staple. However, designer Fabrizio Buonamassa Stigliani is careful with the word “icon”—a reminder that even this modern classic still has layers left to reveal.
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