Bvlgari’s iconic Serpenti collection continues to take the snake emblem to new heights
Bvlgari Serpenti Viper RING; Bvlgari Serpenti Viper RING; BVLGARI SERPENTI VIPER RING; Bvlgari Serpenti Viper Bracelet; BVLGARI SERPENTI EARRINGS.
Nearly 80 years ago, a legend was born. The first Bvlgari Serpenti piece debuted in 1948 and cemented its place as a high-jewellery mainstay for decades to come.
The snake is a powerful symbol—ancient cultures around the world were fascinated by the creatures, inspiring art, fashion, and folklore. The animal represented an infinite rebirth, born anew with each shedding of its skin.
LEFT: Bvlgari Serpenti Viper Earrings; Bvlgari Serpenti Viper Necklace; RIGHT: BVLGARI SERPENTI VIPER EARRINGS; Bvlgari Serpenti Viper Bracelet; Bvlgari Serpenti Viper Bracelet; Bvlgari Serpenti Viper Bracelet; BVLGARI SERPENTI VIPER RING; BVLGARI SERPENTI VIPER RING; BVLGARI SERPENTI VIPER RING; BVLGARI SERPENTI VIPER RING.
BVLGARI SERPENTI VIPER EARRINGS; BVLGARI SERPENTI VIPER NECKLACE; BVLGARI SERPENTI VIPER RING; BVLGARI SERPENTI VIPER RING; BVLGARI SERPENTI VIPER BRACELET.
Versatile and captivating designs, for a season full of inspiring metamorphosis
Eternal Renewal
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Photography by Jodi Heartz and Alex Blouin
Cinematography by Julia Hendrickson
Model: Luca Soldovieri (Elite Models)
Hair and Makeup by Nate Palacios (P1M)
Nail Artist: Khristinne Manuszak (P1M) Creative and Editorial Director: Sahar Nooraei
Fashion Director: Haley Dach
Art Director: Jessica Hui
Dress by COS
Bvlgari Serpenti Viper Earrings.
In some ways, Serpenti made Bvlgari a household name—the collection was a favourite of Elizabeth Taylor, who frequently wore her Serpenti bracelet and ring. She became a fan of Bvlgari while filming Cleopatra in the maison’s home, Rome. The quintessential “it girl” of her generation, her love of Bvlgari had a ripple effect among other tastemakers.
The sinuous coils of the snake have continued to captivate Bvlgari wearers for generations.
The first Bvlgari Serpenti piece, a watch that wrapped around the wrist in the Tubogas style, was a subtle nod to the snake. But as time went on, the style evolved. Through new materials, formats, and shapes, the style has been reinterpreted by artisans committed to pushing the boundaries of their craft.
Last year was the Year of the Snake in the Chinese zodiac, giving the Roman high jeweller reason to lean into its legacy. The Serpenti Viper line was expanded, with new shades of gold applied to the modern angular scales and clean aesthetic, while a fresh addition to the leather-goods offering—the Serpenti Cuore 1968 handbag—introduced a new take on the serpentine emblem.
The bag’s handle, forming one half of the sweetheart design, is crafted to resemble a snake's curved body, with enamel embellishments drawn from the archival Bvlgari Serpenti Harlequin jewellery-watch of 1968.
Timepiece offerings, including the Serpenti Tubogas and Serpenti Seduttori, continue to captivate. The Tubogas format—the very style that introduced Serpenti to the world—retains its lithe, soldierless flexibility as it winds around the wrist, while the Seduttori, distinguished by its hexagonal “snake” scales, offers a lighter, more contemporary option.
Each Serpenti piece is eye-catching enough to wear on its own, though mixing and matching is never off the table. It’s a timeless format that’s snaked its way into popularity precisely because of its modifiable design.
Like the ouroboros, an ancient symbol of eternity in the form of a snake eating its own tail, there’s no end to its infinite possibilities.