Why Bvlgari’s Icons Stand the Test of Time
From Serpenti to Octo, the Italian brand’s Eternally Iconic chapter showcases how five of its most recognisable creations continue to evolve without ever losing their essence
Everyone owns something that has stayed with them as they evolved, it could be a perfume, a favourite dress or a piece of jewellery. These objects bear witness to who we were and who we’re still becoming. In Eternally Iconic, Bvlgari captures that evolution through five of its defining creations.
For the Italian design house, progress has always been at the middle of its creative legacy. On that note, Eternally Iconic celebrates Serpenti, B.zero1, Tubogas, Divas’ Dream and Octo, which are collections that have transcended their beginnings to become symbols of style. Each carries the imprint of Rome, where architectural grandeur and art coexist.
First created in 1948, Serpenti remains Bvlgari’s ultimate emblem of transformation and everlasting style. The earliest pieces were crafted using the Tubogas technique, their sinuous forms wrapping around the wrist in a bold expression of modern femininity. Over time, the serpent’s body has been reimagined in various different ways in the form of watches and accessories.
B.zero1, introduced in 1999, was born from a fusion of Roman architecture and contemporary design. Its distinctive spiral form takes cues from the Tubogas technique, while its engraved logo and sculptural silhouette redefined what modern jewellery could be. Over the years, it has become a canvas for experimentation, incorporating materials like marble and ceramic to reinterpret its industrial origins.
Tubogas itself, a pioneering technique inspired by the flexible metal coils used in early 20th-century engineering, became a cornerstone of Bvlgari’s aesthetic. Adopted by the house in the 1940s, it was first used to craft the body of Serpenti watches before evolving into its own jewellery line.
The Divas’ Dream collection, with its fan-shaped motif, draws inspiration from the mosaics of Rome’s Baths of Caracalla. It pays homage to the city’s glamour and timeless femininity, capturing light and colour in a way that reflects the spirit of the ‘Eternal City’ itself.
For those who are fans of watches, Octo embodies Bvlgari’s boldest reinterpretation of tradition. Its eight-sided geometry and balanced proportions mark a meeting point between Roman architecture and contemporary watchmaking, with the Octo Finissimo setting ten world records in eleven years as the thinnest mechanical watch ever made.
Moreover, through this new chapter highlighting five of its most celebrated designs, Bvlgari also aims to examine how heritage and modernity intertwine. The Eternally Iconic campaign and its accompanying documentary series, Reborn Series: Iconic Stories, explore the nature of evolution through the eyes of global ambassadors Zendaya, Anne Hathaway, Priyanka Chopra Jonas, Damiano David and Lorenzo Viotti.
To offer an even deeper look into its artistry, the brand will host exclusive Eternally Iconic Masterclasses led by Jewellery Creative Director Lucia Silvestri and Watch Creative Director Fabrizio Buonamassa Stigliani. These sessions invite a select global audience to witness the craftsmanship behind the maison’s most recognisable forms, revealing the intimate balance between precision, imagination and emotion that defines Bvlgari’s work.
Today, as ideas come as quickly as they disappear, Eternally Iconic is used to highlight that beauty and appreciation of art lasts forever. Whether it’s seen within the coils of the famous Serpenti designs, gleams in the Tubogas or holds its status like the Octo, each Bvlgari piece continues to embody that.
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