In the 2010s, Bulgari's journey was marked by daring innovation and a deepened connection with its heritage. The decade began with the debut of the Octo watch in 2012, a design marvel that broke the conventions of classic watchmaking. Its unique octagonal shape, a blend of the square and the circle, was a contemporary nod to Bulgari's Roman roots, echoing the balance and harmony of ancient Roman architecture.

The Maison's 130th anniversary in 2014 was a grand affair. Bvlgari not only commissioned renowned American architect Peter Marino to refurbish its iconic Condotti store, but also demonstrated its devotion to Rome by funding the restoration of the Spanish Steps. This act of cultural patronage beautifully intertwined Bvlgari's legacy with the historical and artistic fabric of the Eternal City.

2017 was another stand out year, marked by both expansion and a commitment to the arts and culture. The inauguration of the largest jewellery manufacturing site in Europe in Valenza was a testament to Bvlgari's dedication to craftsmanship and innovation.

Bvlgari then partnered with Fondazione Torlonia, becoming the main sponsor for restoring the Greek and Roman marble statues within the Torlonia collection — the most important private collection of ancient art in the world. Expanding its dedication to art and with an eye on the future, Bvlgari introduced the MAXXI Bvlgari Prize in collaboration with the MAXXI Museum in Rome, a biennial award to support emerging artists.

Throughout the decade, the Bvlgari Hotels & Resorts project also witnessed major growth, with the inauguration of new properties in London, Beijing, Dubai and Shanghai.