Sotirio Bulgari, a renowned silversmith, founded the company in 1884 in Rome. The firm quickly built a reputation for exquisite craftsmanship and magnificent jewelry creations. Over the decades, Bulgari has showcased vibrant color combinations, balanced volumes, and distinctive motifs that pay homage to the brand’s Roman roots. However, Bulgari introduced innovations that rewrote the rules of the jewelry universe and launched new trends that have stood out as icons of contemporary design. [read more]

From silver to gold

The exquisite silver ornaments worked by Sotirio Bulgari were highly appreciated by English tourists and thanks to them the business flourished. After the opening of the first store in Via Sistina, others followed one another in Via Condotti and other tourist destinations. Sotirio’s heirs sensed that, in order to grow, the family business had to focus on fine jewelry, taking advantage of the fruitful legacy of silverware.

The first high jewelery creations reflected the design of the traditional French school, incorporating platinum and diamonds with geometric and stylized Art Deco designs. During the 1940s, Bvlgari’s genuine Italian style emerged, incorporating the sunny glow of yellow gold and the sinuous spirals of Serpenti creations.

Bold colors and an eclectic vibe

In 1955, Bvlgari introduced bold color combinations of precious stones and colored gemstones. Reminiscent of the domes of Roman landscapes, the cabochon became an emblem of the brand to glorify the vivid color of the gems.

With the flourishing era of Dolce Vita, the Via Condotti store became a meeting point for movie stars and members of high society, thus amplifying the firm’s international fame. Thanks to its success, Bvlgari expanded throughout Europe and the United States. Later, the firm developed new creative lines with limitless inspirations to satisfy the tastes of modern and dynamic women. From his pioneering vision, the BVLGARI BVLGARI watch became an instant classic and unprecedented design statement.

Bvlgari Bvlgari

The BVLGARI BVLGARI watch was launched after the creation of a limited edition digital watch inscribed “BVLGARI ROMA” in 1975. Today, BVLGARI BVLGARI is a luxury watch with one of the most iconic designs in watchmaking history. The engraved BVLGARI BVLGARI logo was integrated into the design of this watch, adding to its notoriety. The inspiration came from the coins of Ancient Rome, in which the effigy of the emperor was surrounded by inscriptions that praised his power and prestige. Similarly, the BVLGARI BVLGARI cylindrical case was inspired by the imposing columns of Roman temples.


Since ancient times, the serpent has been an emblem of wisdom, renewal and vitality, an ornament and a talisman. Bulgari was one of the first jewelers of the 20th century to turn this age-old motif into a watch.

The first models, with a very stylized design, the adjustable body was made of polished yellow gold, well formed by flexible Tubogas bands or gold mesh. Subsequently, for the versions of the snake in Tubogas, boxes and spheres were explored in all their possible forms, while the materials could vary from gold to steel.

In the 1960s, the many loose parts of the snakes imitated the reptile’s scales, while the watch case was hidden in its head.

In the 1970s, the Tubogas technique gave Bulgari snake watches an innovative style. The reptile embodies the firm’s most distinctive traits: love of colour, juxtaposition of materials, unmistakable adaptability and avant-garde goldsmithing techniques.


Bulgari’s Tubogas is a flexible belt with rounded contours produced without welding that requires hours of highly specialized labor. Elegant and flexible, the Tubogas motif was inspired by the shape of the gas pipes used from the 1920s. This technique, developed during the 19th century, was recovered by Bulgari in the 1970s, becoming one of the hallmarks of the firm.



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