Bulgari

The snake, a symbol of wisdom, rebirth and eternity has been worn since Antiquity as an empowering and protective talisman. In the 1940s, inspired by Rome’s rich history, Bulgari reinterpreted the serpent symbol. They designed the first piece of their iconic ‘Serpenti’ collection as a three-coil gold snake wristwatch with a jewelled head concealing the dial. Driven by its success, many variations using dazzling combinations of enamels and gemstones were created from the 1950s onwards. The Seventies will later mark a turn for the collection as naturalistic snakes give way to geometric designs, using abstract dial shapes. Ever since, similarly to a snake’s eternal rebirth, Bulgari unveils new ‘Serpenti’ creations every year whilst remaining true to their codes: glamorous colours, precious materials and innovative craftsmanship. Over the years and after countless red carpets the mystical and hypnotic gaze of the Bulgari serpent has seduced many icons, winding its way onto the wrist of Elizabeth Taylor, Diana Vreeland and many more.

 

As Diana Vreeland said: “don’t forget the serpent […]. We cannot see enough of them”!

(in Amanda Triossi, Bvlgari: 125 years of Italian magnificence, Skira Editore S.p.A., 2010, p.207)