INFINITE TALES

Bulgari Serpenti celebrates its 75th Anniversary in 2023, embracing its status as the icon of endless metamorphosis.

- KIRAN PILLAY

The tale of Bulgari's Serpenti began in the late 1940s in the worlds of Watches and Jewellery, later expanding into the universe of Leather Goods. Over time and numerous imaginative reiterations, Serpenti became synonymous with female empowerment from generation to generation.

This year, the fascinating emblem has penetrated the art world as Bulgari delves into a new field of creative experimentation, honouring the spirit of one of its most treasured symbols. From the Serpenti by Refik Anadol exhibition to a new series of collaborations between Bulgari and visionary artists of the century, the diamond jubilee of this legendary symbol has a bright future.

A creature deep-rooted in mythology, the snake has captured the imagination across cultures for centuries. Greek and Roman mythology considered serpents to possess transformative and regenerative powers after the ability to shed their skin. The infinite cycle of constant renewal takes shape as the ouroboros, a snake biting its tail to form a perfectly endless circle, much like Bulgari Serpenti.

"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," says Jean-Christophe Babin, CEO of the Bulgari Group.