Bvlgari is celebrating the ‘Year of the Snake’ by spotlighting its emblematic Serpenti collection, a symbol of creativity and immortality that has evolved since 1948 from tubogas-wrapped wristwatches into many jewelry and watch categories. The brand marked the year with the ‘Serpenti Infinito’ exhibition—which opened in Shanghai and continued in Korea—highlighting themes of rebirth, transformation, and evolution and featuring works by international and Korean artists (including Refik Anadol and Park Hye-in). A global postcard project invited artists and communities—art students, children on the autism spectrum, and groups like India’s Ara—Bani Art Project—to reinterpret Serpenti; a Seoul collaboration with Jinchae Lab explored traditional Korean colors and aesthetics. New Serpenti product variations include dazzling Serpenti Viper pieces fully or partially pavé-set with diamonds, expanded bracelet and necklace options, and several new Serpenti Seduttori and Tubogas models. In watches, Bvlgari introduced its in-house BVS100 Lady Solotempo automatic movement (50-hour power reserve) applied to multiple Serpenti models, plus the minimalist Serpenti Aeterna line that expresses the snake purely through form and hexagonal scale-inspired links. Overall, Bvlgari continues to reinterpret the snake motif across art, craft, and technical innovation while expanding the Serpenti line globally.
