Bulgari celebrates history of its Serpenti watches and jewellery with Bond Street exhibition


Bulgari’s Serpenti has slipped smoothly around the wrists of the world’s most glamorous (and wealthy) women since the 1940s, and its history will be celebrated with an exhibition in the maison’s Bond Street, London, boutique from September 14 to 17.

The signature style of Serpenti was set from the outset in the 1940s when its sleek bracelet, Tubogas-filled links made to look like the scales of a snake, were first forged.

It has never stopped evolving, with versions being introduced over the decades in bi-colour golds, steel, ceramic and other unconventional materials.


Watches at the head of the snake have been made in square, circular, rectangular and octagonal shapes, and adorned with diamonds, and myriad other precious gems.

“The head of the animal is completely different on each model, and embellished with pave, baguette-, navette-, brilliant- or marquise-cut diamonds to give each style its own distinctive expression. And of course, the irreverent spirit of the Maison is always on display, with one gold and platinum Serpenti jewel featuring a playful red enamel tongue rather than the snake’s traditional forked one,” the company describes.

Besides watches, the serpent is used on many other Bulgari collections including belts and handbags, and there will be historic examples from across the maison’s lines on show in Bond Street.

A very rare Serpenti necklace with polychrome enamel from 1969 — currently the only one in the Heritage Collection — will be part of the London selection, and is embellished with a Bvlgari touch in the form of a velvety cabochon sapphire that crowns the head.



Customers wanting to walk away with the very latest Serpenti will be shown the Seduttori watch line, which has a drop-shaped watch head and a flexible new bracelet crowned in cabochon-cut gemstones.

“This glamorous new addition affirms that Serpenti’s truest expression is one of constant evolution, and that the icon has been the ultimate embodiment of Bulgari’s irrepressible creativity for more than 70 years,” the company states.



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