Bulgari celebrates 75th years of its Serpenti snake design


Bulgari celebrates 75th years of its Serpenti snake design

Serpenti turns 75 this year, and the house is going all out to celebrate the diamond anniversary of its enduring icon.

To commemorate the occasion, the Roman jeweler is adding four new pieces to its best-selling snake collection and has a series of collaborations with contemporary artists around the world.

Called “Serpenti: 75 Years of Infinite Tales,” the exhibit will feature exclusive new works that highlight the snake as an endless source of creativity.

Hollywood stars are also celebrating the jubilee.

At this year’s Academy Awards, Angela Bassett, Cara Delevingne and Phoebe Waller-Bridge rocked three iterations of diamond-encrusted Serpenti necklaces, while Pedro Pascal paired Serpenti Viper rings in assorted metals with the brand’s B.zero1 band.

The timeless designs are as attractive today as they were in 1962.

That’s when Elizabeth Taylor posed for a photo on the set of “Cleopatra” wearing a Serpenti wristwatch with an elaborate diamond head and enigmatic emerald eyes.

Such was the publicity of the photo that the tortuous piece gained international recognition (as did Taylor’s scandalous relationship with her leading man, Richard Burton).

Zendaya stunned in a custom Rahul Mishra sari and Serpenti jewels at the NMACC gala in Mumbai last month.
Getty Images

Cara Delevingne
Cara Delevingne glows at the 2023 Oscars in a crimson Elie Saab gown and a High Jewelry Serpenti parure.
David Fisher/Shutterstock

Two decades later, Italian film star Gina Lollobrigida wowed at a 1980 Gstaad gala in a sequined evening gown and Serpenti wristwatch.

Actress Marisa Berenson, meanwhile, kept her casual in 1981 with a simple tank top and undone curls.

Since then, Charlize Theron, Naomi Watts, Zendaya, Jennifer Lopez, Anne Hathaway and other A-listers have stunned in the coiled necklaces.

The ability to shine on any occasion is part of Serpenti’s charm.

The versatile designs can be worn alone or stacked, fronted or with the tail draping along the neck, and with everything from black tie to ties.

Bulgari has interpreted the legendary motif on more than 100 items, including handbags, high jewelry, fine jewelry and watches.

Serpenti necklace in 18kt pink gold with diamonds and onyx.
Bulgarian Serpenti necklace in 18k pink gold with diamonds and onyx, $75,000 at London Jewellers

In fact, the snake has been an emblem of wisdom, renewal and vitality for millennia.

In ancient Greece, snake amulets and bracelets were associated with healing. In the 19th century, snake-themed jewelry (such as the engagement ring Prince Albert gave to Queen Victoria) signified eternal love.

Bulgari introduced its first Serpenti jewelry watch in 1948.

Thanks to the ingenious “tubogas” technique – which produces flexible, rounded contours without soldering – the metal watch band spirals against the arm.

Later versions featured diamond-encrusted snake heads, ruby ​​eyes, hand-crafted gold-plated scales, and brightly colored enamel inlays.

Jodie Turner-Smith
Jodie Turner-Smith goes for gold at last year’s London Film Festival in a metallic Balmain dress and Serpenti statement pieces.
Dave Bennett/Getty Images for Net

Jennifer Lopez
Jennifer Lopez rocked a pair of High Jewelry Serpenti necklaces and earrings at this year’s Grammy Awards.
Getty Images

Always innovative, the company just unveiled three new textured Serpenti pieces—a necklace, ring, and earrings—in flexible pink gold beaded with diamonds and onyx. A bracelet will follow later this year.

In honor of the anniversary, Bulgari is hosting more than 40 events and pop-ups around the world.

The brand commissioned Turkish-American artist and director Refik Anadol to create an immersive AI data sculpture called “Serpenti Metamorphosis.”

The touring installation (which has already been seen in Milan, London and Madrid) explores the facets of a snake.

Bulgari is also planning an exhibition and pop-up at 70 Gansevoort St. to prepare in NYC’s Meatpacking District.

Open from mid-June to mid-July, the show will feature work from Anadol, alongside magnificent Serpenti jewelery and heritage pieces.

hello, snake! Good luck for 75 years.

Bulgari celebrates 75th years of its Serpenti snake design

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