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.


Emilia Ikaheimo by Piero Gemelli for Fashion and Jewellery against Aids 1997.

The legend of Serpenti begins long before the mythical animal entered the prestigious realm of jewellery. Deeply rooted in the history of humanity, the snake captured the imagination from East to West and through the millennia. In Greek and Roman mythology, it was believed to possess transformative and regenerative powers for its ability to shed its skin. This universal energy in constant renewal was symbolically represented by the ouroboros, the symbol for a snake biting its tail to form an infinite circle without beginning or end.

Its ever-shifting nature and eternal spirit have been a leitmotif of Bulgari’s snake icon since its earliest origins in 1948, when the first Serpenti creations made their debut as jewellery-watches to be wrapped around the wrist. At that time Serpenti was more stylised: its linked body was crafted employing the ingenious Tubogas technique, coupling masterful goldsmithing with the innate suppleness of the icon. The industrial-inspired flexible tubular band of precious metal, obtained without soldering, was an expression of Bulgari’s spirit of innovation and therefore naturally suited to Serpenti's future-oriented identity.

In the 50s, the Bulgari serpent began to move towards a more figurative style, with a precious head embellished with ruby, emerald or diamond eyes. This was an evolution that culminated in the 60s when the snake’s livery turned into a canvas for creative experimentation and its alluring scales were articulated with the help of gemstones and coloured enamels. It was in these inventive years that the Maison created the first Serpenti secret jewellery-watches, featuring a dial concealed by the head. 

The striking colour combinations and unconventional materials introduced in those years were emblematic of Bulgari’s legendary style, while the masterfully hand-applied enamels and gemstones, as well as the flexible tubular scales, inventively connected to a supple inner core, proved how Serpenti’s evolution was deeply intertwined with Bulgari’s unique artistry as a master jeweller.

Evolving from one mesmerizing form to the next, the serpent has also offered stunning interpretations of its hexagonal scale motif, various levels of preciousness and unique combinations of exquisite gems, captivating design and creative craftsmanship.

From heritage pieces to the sleek, ultra-contemporary, stylized Serpenti Viper we know today, the icon remains forever an emblem of audacious transformations – always ready to reveal a new move or to take a hypnotic new form.

“Reinterpreting Serpenti sign over and over without changing its identity is an inspiring challenge.” said Lucia Silvestri, Bulgari’s Jewellery Creative Director. “It is this perfect balance between its heritage and creativity evolution that has made the icon truly timeless and always in step with the times.”


A journey through 75 years of style, creativity and captivating metamorphosis, the Bulgari Serpenti 75 Years of Infinite Tales campaign showcases the unstoppable evolution of the icon through an entrancing story reel. In a timeline spanning from the first Serpenti secret-watches and colourful creations of the 60’s to today’s cutting-edge Viper renditions, the campaign illustrates the idea of metamorphosis behind each Serpenti iteration. 

Intertwined with the feminine universe like no other icon, the Bulgari serpent is captured by the lenses of Scandebergs photography duo, as it sinuously coils around women of different eras, wrapping around their skin until they become one. A stylistic metamorphosis, it represents the evolution of women and their self-determination.In an enthralling play of sinuous lines and sensual moves, the evocative aesthetics of the campaign conjure the supple body of Bulgari’s Serpenti creations in every detail, from the feminine silhouettes to the charming ways the jewels are worn. 

Marisa Berenson by Gian Paolo Barbieri for Vogue USA 1969.

Diana Vreeland with her Serpenti belt as necklace (left) and Amanda Wellsh (right) by Gian Paolo Barbieri.

As the jeweller of extraordinary women, Bulgari has always drawn inspiration from the charisma of its muses, crafting empowering pieces that celebrate an expressive personality and audacious mindset. In the last 75 years, women have affirmed the right to be independent, cultivate their talents, pursue their dreams and live a life in line with their desires. From the red carpet to the office, Serpenti has been their faithful ally, evolving side by side with charismatic women who own their magnetic charm.

Acclaimed by style legend Diana Vreeland as well as by Hollywood star Elizabeth Taylor, the Bulgari serpent has seduced some of the world’s most famous icons of all times, from Marisa Berenson to Charlize Theron, Alicia Vikander, Naomi Campbell and Zendaya, in a perpetual movement towards the future.