Serpenti
An icon of infinite transformation, crafted with mastery and reinvented many times over since 1948.
1970s: Global expansion and Bvlgari Bvlgari
The 1970s marked a significant period of expansion for Bvlgari, with the opening of new stores across Europe and the US, including New York, Paris, Geneva and Monte Carlo.
Gianni, Paolo and Nicola Bvlgari in the boutique of Via dei Condotti, Rome, 1979-1980. Photo by Fiorenzo Niccoli.
Gianni, Paolo and Nicola Bvlgari in the boutique of Via dei Condotti, Rome, 1979-1980. Photo by Fiorenzo Niccoli.
Under the dynamic leadership of the third-generation of Bvlgari brothers, the Maison also embraced a range of creative inspirations, from the Far East to Pop Art, appealing to the tastes of modern, dynamic women. In particular, a type of necklace known as “sautoir” epitomised the imaginative energy of the era: it featured an elongated chain and a luxurious pendant that was often detachable and could be converted into brooches. What’s more, Bvlgari's vibrant chromatic palette was enhanced with the inclusion of hardstones, broadening the scope of its striking colour combinations.
Veruschka Von Lehndorff wears convertible sautoir of ca. 1969. Vogue US, March 1970. Ph. Franco Rubartelli
Veruschka Von Lehndorff wears convertible sautoir of ca. 1969. Vogue US, March 1970. Ph. Franco Rubartelli
Bvlgari Bvlgari watch, ca. 1977. Photo by Barrella - Studio Orizzonte Gallery
Bvlgari Bvlgari watch, ca. 1977. Photo by Barrella - Studio Orizzonte Gallery
This period of international growth was complemented by a diversification strategy that saw the launch of the Bvlgari Bvlgari timepiece with an innovative design that daringly integrated the logo itself as a key design element: a first in watchmaking, and an instant success.
On the bezel, the watch featured a distinctive double logo, inspired by ancient Roman coin inscriptions, while the case was designed in the shape of a cylinder, reminiscent of the columns in Roman temples. This blend of Roman heritage, Italian design, and Swiss craftsmanship set the tone for Bvlgari's future watchmaking approach.
