Serpenti 75 Years Of Infinite Tales

Shedding its skin for three quarters of a century, Bulgari Serpenti celebrates its 75th Anniversary in 2023. Having made its way into history as the icon of endless metamorphosis, its appeal remains unchanged through each creative transformation, always faithful to its original essence.

Transcending time, space and creativity, the tale of Bulgari’s Serpenti began in the late ‘40s in the worlds of Watches and Jewellery, later expanding into the universe of Leather Goods. Over the decades, the icon successfully interpreted the spirit of every age, becoming a symbol of female empowerment from generation to generation.


As a fascinating emblem rich in cultural connotations, it also reached the world of art, an inexhaustible source of inspiration and a field of creative experimentation for Bulgari. The encounter of the snake and art gave birth to extraordinary synergies, such as the Serpenti by Refik Anadol exhibition, which will continue its journey at the Thyssen-Bornemisza National Museum in Madrid, in February 2023. In the wake of this mutual creative exchange, a new series of collaborations between Bulgari and some visionary artists of our century will be unveiled within the framework of the 75th Anniversary celebrations.

“For 75 years Bulgari has shown its audacious creativity, ingenious craftsmanship and modern spirit through its emblematic Serpenti creations inspired by the jewels of Cleopatra, in a Rome of more than 2000 years ago. They convey endless tales, artistry and empowerment. It expanded the boundaries of jewellery, reflecting the spirit of confident women and entering the world of art through exciting creative collaborations. It was and is the ultimate Bulgari icon of endless metamorphosis.” commented Jean-Christophe Babin, CEO of the Bulgari Group.

As a celebratory year, 2023 will write an exciting new chapter in a story of ongoing change, where inspiration turns into art and legacy into future. A story without an end, only perpetual transformation. This is the infinite tale of Serpenti.


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