Endless Metamorphosis

Bvlgari celebrates 75 years of the Serpenti, an infinite tale of perpetual transformation.

- Asaph Low

From Haute Joaillerie to Haute Horlogerie and leather goods to fine accessories, the iconic Bvlgari Serpenti coils around Bvlgari's universe. Its symbiotic relationship with Bvlgari runs deep and extends beyond caricature and the decorative use of its head or body - it is unfathomable that the snake cemented its presence 75 years ago, just past the halfway point of Bvlgari's 139 years of history.

Born in the Eternal City of Rome one fateful day in 1948, Bvlgari celebrates the infinite tale of the Serpenti. The Serpenti became the emblem of the jeweller's modernity and perpetual creativity, represented by ouroboros - the symbol of a snake biting its tail to form an infinite circle without beginning or end. Its perpetuity stems from Greek and Roman mythology, as the snake's ecdysis was believed to possess regenerative powers.