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Hello ladies and gentlemen,

Today, we are going to unfold a mystery and retell some history. Let’s get into it then!

“Every great story seems to begin with a snake.” – Nicolas Cage

Whenever snakes are mentioned in the realm of luxury, a certain Serpenti always slithers into the conversation. The snake has been quite a cunning, mysterious, wise, and sacred creature according to various cultures. The Serpenti in this context, though, is an embodiment of mystery and elegance. Serpenti practically became the face of the brand after its first launch in 1948, as a jewellery-watch that seductively wrapped Serpenti around the wrist.

And my god, if that didn’t spark the first flames of its popularity. If you still didn’t understand which brand we’re talking about, that’s a bit sad, but…. it only means it’s story time!

Bulgari, or BVLGARI written in style is an Italian brand that holds deep roots in Roman culture. The story begins with Greek silversmith Sotirio Bulgari, who founded the company Bulgari, 1884 in Rome. They initially specialized in silver ornaments as they were popular among the British tourists.

By the 1940s, his sons had taken over the company and unveiled the Serpenti creations, marking the beginning of their distinctive Italian style. But the 1950s were the real turning point for the brand, as they started experimenting more with colour combinations and semi-precious stones and her Serpenti evolved from a simple design to a complex mythical creature of the brand. Fast forward to 2011 when they became a part of the French luxury conglomerate LVMH, further solidifying their global presence.

So why are we talking about the Serpenti suddenly?

Well, according to the traditions of the Chinese calendar, a certain mythical creature guides each year. Now, as we go from the flames of the dragon year, we approach the year of a creature that is connected to the ground both figuratively and literally. The year of the snake represents intuition, elegance, mystery, and most importantly, the shedding of the past into a new future a metamorphosis into tomorrow- a transformation.

Now hold onto those serpents, because while every other brand was trying to produce something justifiable for the year of the snake, Bulgari, who didn’t need to do much, not only stole the opportunity but also rose from it in the form of the most beautiful diamond-studded Serpenti. And I didn’t expect any less!

So, what did Bulgari do exactly? It’s probably a lot more star-studded than you’re thinking!

I mean the gorgeous Serpenti Infinito Collection, a spellbinding collection in representation of the serpent motif, hit its first slithering waves on 8th January in celebration of the Year of the Snake. The collection presents a transformation and rebirth of the iconic Serpenti and a symbol of the serpent’s infinite journey. Featuring iconic jewellery inspired by the brand’s beloved Serpenti with a blend of innovations that hold the brand’s elegance and timelessness, as well as Serpenti’s heritage.

The collection is yet another transformation of the Serpenti, carved in rose gold and white gold, adorned with diamonds, or left to be seen in its sculptural form. With the appearance of coloured stones, such as rubies, sapphires, and emeralds, encapsulating the mystical and grace of the serpent. The collection curates a masterpiece of jewellery that graced the neck, wrists, and even fingers, highlighting delicate fine jewellery to much bolder choices that had mystery written all over them.

One standout from the collection for me would be the Serpenti Infinito Rings, I mean look at them. So much elegance coiled with precision onto the finger of your hand, a tiny but commanding statement that deserves all the attention. Not only that, but each ring was also crowned with a coloured stone on its head- a detail so alluring just like the serpent.

The Serpenti Infinito Necklaces were equally mesmerising. Just like the rings, they too had a coloured stone as the central theme. A symphony of the eternal circle of renewal and rediscovery of the collection’s timeless elegance. And if you think they were going to stop at this, you’re in for an exceptionally long ride.

Bulgari hosted an exclusive event in the historic Zhangyuan, located in the heart of Shanghai, China, to celebrate its unveiling. It took place from 9th to 16th January 2025, offering collectors, enthusiasts, and newcomers a chance to experience the rediscovery of the Serpenti.

Now, ladies and gentlemen, stopping at jewellery wasn’t going to give a Serpenti style ending.

So, the brand went ahead and manufactured some of the most iconic luxury watches as well.

Firstly, the Bulgari Octo Finissimo Ultra Tourbillon slithered its way into being the world’s thinnest watch, which doesn’t have any mention of the Serpenti but still stirred global waves. Made of a tungsten carbide case and an ultra-thin integrated titanium bracelet. Making the whole watch only 1.85mm thick, that’s all I’m going to say here about this, but there’s so much more.

Continuing to the lady of the hour, The Serpenti Aeterna, a part of the Aeterna collection made to celebrate their 140th anniversary. With the appearance of a pointier snake head than the Serpenti, it also looks downwards instead of up. The unevenly placed diamond pattern resembles snakeskin as much larger diamonds surround themselves with smaller versions, creating a perfectly chaotic look of the real thing.

Then there’s my personal favourite—the Serpenti Seduttori, a reinterpretation of the iconic Serpenti design. The watch is known for its distinctive drop-shaped case with the Solotempo BVS100 automatic movement powering it. And let’s not forget the hexagonal patterns on the bracelet inspired by real serpent scales. It is a true representation of functionality in design.

And finally, the Tubogas collection. Featuring a partnership between Bulgari and MB&F, where Roman elegance meets avant-garde mechanics. Actualizing the elegance of Serpenti into the horological masterpiece wasn’t an easy task. It required a redesign of everything but the result- a timeless timepiece that is a serpent and a fantastic machine and innovative too. Like this is getting less practical the more I think about it. But they made it happen! Featuring a flexible, tubular bracelet inspired by industrial gas pipes and the body that was inspired by race car bodies, it captured the soul of Serpenti into a seamless, sinuous coil that wraps around the wrist in triple spirals.

“Elegance is not about being noticed, it’s about being remembered.”

Bulgari did it yet again! Wrapped in decadence of elegance while using innovative ways to transform itself without leaving its essence, it’s a true prowess of timeless fabulousness. Like heritage and culture packed with a modern twist, and the appearance of the magnificent Serpenti is everything and more than the year of the snake expected. I must say, embracing the future while staying close to your roots in the most fashionable and sparkly way can only be done by Serpenti.

The new collection was a reimagination of what the brand can create for luxury with its unapologetic glamour. But what’s your final view on Serpenti’s new look? Are we in love with her all over again? Whatever it is, Serpenti and Bulgari both truly are examples of shedding the past for the new future, but never shedding your existence.

Until next time, Signing off for now.