Serpenti, Monete, Octo How Bvlgari Invented a New Language of Luxury?

Since its founding in 1884, Bvlgari (often stylized as Bulgari) has become synonymous with bold Italian design, exquisite craftsmanship, and luxurious innovation. From its beginnings as a small Roman jewelry shop to its current status as a global powerhouse in high jewelry, watches, fragrances, and accessories, Bvlgari’s history is a story of visionary creativity and enduring prestige. 

Bvlgari first store in Greece

The Origins: From Greece to Rome

Bvlgari’s story begins with Sotirios Voulgaris, a Greek silversmith who moved to Italy in 1879 and opened his first shop in Rome in 1884. Initially named "Voulgaris," the brand later adopted the Italian spelling "Bvlgari" a nod to its Roman roots while retaining a classical touch (the use of "V" instead of "U" is inspired by Latin inscriptions). 

By the early 20th century, Bvlgari had established itself as a jewelry innovator, blending Greek and Roman influences with Art Nouveau and later, bold geometric designs. 

The Golden Age: Defining Italian Glamour (1950s–1970s)

The post-war era marked Bvlgari’s rise as a symbol of la dolce vita. The brand attracted Hollywood stars, royalty, and jet-setters, including Elizabeth Taylor, Audrey Hepburn, and Sophia Loren. 

Elizabeth Taylor wearing the Serpenti Audrey Hepburn

Key milestones: 

Serpenti (1960s): The iconic snake motif, inspired by ancient Roman and Hellenistic jewelry, became a signature.

 Bvlgari Serpenti 

Monete (1960s): Bold coin necklaces featuring Roman and Greek coins set a trend for historical revival in jewelry. 

Bvlgari Monete

Colorful Gemstones: Bvlgari broke from traditional French jewelry by mixing vibrant sapphires, emeralds, and rubies in unconventional designs. 

Expansion into Watches & Modern Luxury (1980s–Present)

In the 1980s, Bvlgari entered the watchmaking world, collaborating with Swiss experts to create timepieces that combined Italian flair with precision engineering. 

- 1977: Launch of the “Bulgari. Bulgari” watch, designed by Gerald Genta, which became an icon.Bvlgari (1977): A bold, circular watch with engraved logos, becoming an instant classic. 

Octo (2012): The Octo Finissimo line later broke multiple world records for thinness, cementing Bvlgari as a leader in haute horlogerie. 

Bvlgari Octo 

LVMH Acquisition & Global Dominance** 

In 2011, French luxury conglomerate LVMH acquired Bvlgari for €4.3 billion, expanding its reach while preserving its Italian identity. Today, Bvlgari operates over 300 boutiques worldwide, with flagship stores in Rome, Paris, New York, and Dubai. 

Bvlgari Octo Finissimo Ultra

Beyond Jewelry: Perfumes, Hotels, and Lifestyle.

Bvlgari has diversified into: 

- Fragrances: Iconic scents like Bvlgari Man, Omnia, and Goldea. 

Luxury Hotels: The Bvlgari Hotels & Resorts in Milan, London, Bali, and beyond. 

Accessories: Handbags, silk scarves, and eyewear. 

Bvlgari Hotel Milano

Conclusion: A Timeless Empire of Italian Excellence

From a small Roman workshop to a global luxury icon, Bvlgari has remained true to its Mediterranean heritage while constantly reinventing itself. With daring designs, technical mastery, and a passion for la dolce vita, Bvlgari continues to define what it means to be extravagantly Italian. 

Would you wear a piece of Bvlgari history? Whether it's a Serpenti bracelet, an Octo watch, or a dazzling high-jewelry creation, Bvlgari’s legacy is one of eternal glamour.