Founded in Rome in 1884 by the talented Greek silversmith Sotirio Bulgari, the brand quickly established a reputation for Italian excellence with exquisite craftsmanship and magnificent jewellery creations. Over the decades, the Bulgari generations defined a distinctive style made of vibrant colour combinations, exquisitely balanced volumes and unmistakable motifs that pay homage to the Roman roots of the company. While always revering its cultural legacy, Bulgari introduced innovations that rewrote the rules of the jewellery universe and launched new trends that stood out as icons of contemporary design.
BVLGARI BVLGARI. The BVLGARI BVLGARI luxury watch was launched on the wave of a limited edition digital watch with the inscription “BVLGARI ROMA” sent to the top 100 clients at Christmas in 1975.
In 1977, the huge success of the BVLGARI ROMA model led to the launch of the BVLGARI BVLGARI timepiece, one of the most iconic designs in the history of horology. Even if not advertised, the buzz spread rapidly and attracted more and more clients to the Condotti store.
The engraved BVLGARI BVLGARI logo was integrated into the timepiece design: this became its notoriety. The inspiration came from ancient Roman coins, where the effigy of the emperor was surrounded by inscriptions of power and prestige. Likewise the cylindrical BVLGARI BVLGARI case was inspired by the columns of Roman temples – an apparently simple feature that is actually the result of meticulous architectural study marking the beginning of a new era of design and experimentation.
SERPENTI. Empowered by fascinating myths, since ancient times the snake, an emblem of wisdom, rebirth and vitality, and an ornament and talisman, is a constant presence in jewellery. BVLGARI was one of the first twentieth-century jewellers to turn this millenary motif into a watch timepiece. In the very stylised models of the late 1940s, the supple body was of polished yellow gold, either in the flexible Tubogas bands or in gold mesh. Then, the serpent Tubogas versions explored every possible shape of case and dial while materials ranged from gold to steel.
In the 1960s, the serpents’ numerous separate elements simulated the reptile’s scales while the watchcase was concealed in its head. In the 1970s, the Tubogas technique provided the BVLGARI snake watches with a cutting-edge look. Whether in a realistic or geometrically abstract manner, the snake winds along BVLGARI’S history as an embodiment of its hallmarks: love for colour, juxtaposing materials, unmistakable wearability and state-of-the art goldsmith techniques.