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Bulgari (/ˈbʊlɡəri/,[2] Italian: [ˈbulɡari]; stylized as BVLGARI) is an Italian luxury fashion house founded in 1884 and known for its jewellery, watches, fragrances, accessories, and leather goods. Headquartered in Rome, the company was acquired by the French conglomerate LVMH in 2011, thus becoming one of the latter's subsidiaries.

Key Information

The silversmith and founder of the company Sotirios Voulgaris (Greek: Σωτήριος Βούλγαρης, Italian: Sotirio Bulgari) began his career as a jewellery vendor at his family's shop in Ottoman Epirus (now in Greece). During the 1880s, the family moved to Rome, where in 1884 Sotirios launched his company.[3] Over the years, Bulgari became an international brand, evolving into a notable player in the luxury market, with an established network of stores worldwide.[4] While the majority of design, production and marketing is overseen and executed by Bulgari, the company does, at times, partner with other entities. For example, Bulgari eyewear is produced through a licensing agreement with Luxottica, and Bulgari formed a joint venture with Marriott International in 2001 to launch its hotel brand, Bulgari Hotels & Resorts, a collection of properties and resort destinations around the world.

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a tall blue glass building with angles
BVLGARI's overseas headquarters within the LVMH Tower in Midtown Manhattan, seen here with its bluish, gem-shaped, angulated glass façade

The trademark of the company, usually written BVLGARI in the classical Latin alphabet, is derived from the surname of the company's founder, Sotirios Voulgaris (Greek: Σωτήριος Βούλγαρης, pronounced [soˈtiri.os ˈvulɣaris]; 1857–1932).[5]

The BVLGARI logo was used for the first time in 1934, when its gilded brass letters graced the central doorway of the Via Condotti flagship store.[6] In reference to ancient Rome, the "U" was replaced with the letter "V". Since then, the trademark is stylized BVLGARI in the classical Latin alphabet.[5][7]

History

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From its origins through the 1940s

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The Voulgaris were a silversmithing family from the Ottoman-ruled village of Paramythia, Epirus (now part of Greece). Whether or not they share the same paternal line with the Voulgaris family of Corfu is unclear, but Count Stefanos Voulgaris denied that the two are genealogically related.[8] According to chronicles of the Voulgaris family written in Venetian Corfu, the Voulgaris family of Saint Spyridon of Corfu descended from the royal figures of "barbarian" peoples who settled in Moesia near the Balkan – Haemus mountains, located in Bulgaria", including Prince Stefan Lazarević and Khan Tervel, "kings of the Triballi,[9] in the 16th century testament of the family, becoming such by taking refugee in the Venetian island Corfu.[10][11][8]

The founder of the Bulgari brand was Sotirios Voulgaris (Σωτήριος Βούλγαρης), who was born in Paramythia, in March 1857; he originated from the Aromanian village of Kalarrytes, which was the largest center for silversmithing in the Balkans. He was one of eleven children of Georgios Voulgaris (1823–1889) and his Vlachophone Greek mother Eleni Strouggari. In 1881, Sotirios and his family moved to Rome, where in 1884 he opened his second jewellery store on via Sistina 85 (their first shop in Naples closed after burglaries).[3] In 1888, he married Aromanian Eleni Basio, with whom he had six children: Constantine-Georgios (1889–1973), Leonidas-Georgios (1890–1966), Maria-Athena (1891–1976), Sofia (1893–1908), Alexandra (1895–1984) and Spyridon (1897–1932); Leonidas-Georgios is the father of the current chairman of the company, Paolo Bulgari.[12] In 1905, he unveiled the Via Condotti shop that would become the company's flagship.[7] In its early years, Bulgari was known for silver pieces that borrowed elements from Byzantine and Islamic art, combining them with floral motifs. At the time, Paris was the apex of fashion and creativity, and its trends influenced Sotirio's designs for decades: jewels of the early '20s were characterised by platinum Art Deco settings while those of the '30s featured geometric diamond motifs—sometimes set in combination with coloured gemstones. Convertible jewels were also popular during the time, and one of Bulgari's major pieces was the Trombino, a small trumpet-shaped ring.

In 1932, Sotirio died, leaving the business to his two sons, Giorgio (1890–1966) and Costantino (1889–1973), who each had a keen interest in precious stones and jewels. During the Second World War, most new jewellery was crafted out of gold, as gems were scarce, and designs became more naturalistic. As the 1940s came to a close, Bulgari introduced Serpenti bracelet-watches.[13]

Bulgari Via Condotti flagship store

1950s and 1960s: Colour revolution and Dolce Vita

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In the 1950s, some of Bulgari's best-known clients included Elizabeth Taylor, Anna Magnani, Ingrid Bergman and Gina Lollobrigida as Rome earned a reputation as "Hollywood on the Tiber" with the Cinecittà studios.[14]

At the same time, Bulgari went to a new style. The post-war boom saw a return to precious materials, particularly white metals covered in diamonds. In the 1950s, Bulgari launched its first floral brooches—called en tremblant because of their trembling diamond corollas. At the end of the 1950s, Bulgari began to establish its motifs, introducing structured, symmetrical shapes in yellow gold set with brilliant gems—chosen for their colour rather than intrinsic value. Among these multi-hued jewels, cabochon cuts were another innovation. These new pieces were a significant departure from classical Parisian design.

As one of the pioneers in using vibrant colored gemstones,[15] Bulgari further demonstrated its craftsmanship in the 1960s with intricate designs like the Serpenti collection, where colorful enamel and stones, including rubies and diamonds, were meticulously fitted into the serpent's scales to create a vibrant and detailed finish.[16]

A Bulgari shop in Baku, Azerbaijan

After Giorgio's death in 1966, his son Gianni led the company as co-chief executive with his cousin Marina.[17] Designer and heir to the jewelry legacy, Marina Bulgari, also known as Marina B, died on 14 February 2024 in Rome, at the age of 93.[18]

1970s: Eclectic creativity and global expansion

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During the 1970s, Bulgari stores opened in New York, Geneva, Monte Carlo and Paris. This era marks the beginning of the Group's international expansion, with Gianni as chairman and CEO. A number of new motifs made their debut as well—jewels became recognisable for their angular forms, strong colours, oval elements with cabochons, chains and maxi sautoirs, while the predominant use of yellow gold made precious pieces feel all the more wearable, and became known as a Bulgari trademark.[citation needed] In 1977, Bulgari entered the world of horlogerie with the launch of the BVLGARI BVLGARI watch.[19] At the time, Gianni led a complete overhaul of the company, focusing on product design.[20]

1980s: Prêt-à-porter jewellery

[edit]

In the early 1980s, to oversee all production of Bulgari watches, Bulgari Time was founded in Switzerland.[21] In 1984, Paolo and Nicola Bulgari, Giorgio's sons, became chairman and vice-chairman, respectively,[22] while their nephew, Francesco Trapani, became chief executive officer.[7] In 1985, Gianni resigned as CEO and in 1987, he left the family business after selling his one-third stake in the company to his brothers Nicola and Paolo.

From the 1990s to the new millennium

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Bulgari diversified its brand in 1993 with the launch of its first fragrance, Eau Parfumée au The Vert and the founding of Bulgari Parfums in Switzerland to oversee the creation and production of all perfumes. In 1995, Bulgari pushed ahead with an aggressive programme for growth, becoming listed on the Milan Stock Exchange for the first time. In 1996, the brand launched its first accessories collection, beginning with silk scarves before developing a range of leather accessories and eyewear. In 1999, the brand launched the B.zero1 ring.[clarification needed][7]

The company has seen 150% revenue growth between 1997 and 2003. Bvlgari continues to build up many brands which has made them one of the most profitable luxury brands in the jewelry industry.

21st century

[edit]

The year 2000 was the beginning of an increasingly aggressive period of verticalization for Bulgari, with the acquisition of the luxury watchmaking brands Daniel Roth and Gérald Genta,[23] followed by the takeover of the jewellery firm Crova and of other companies that specialised in leather goods and watchmaking.[24] The opening of the first Bulgari Hotel in Milan in 2004 further confirmed the expansion strategy of the brand, and was the result of a joint venture with Luxury Group, a division of Marriott International. In 2009, Bulgari celebrated its 125th anniversary with a retrospective of the brand's history, held in Rome at Palazzo delle Esposizioni.[25] That same year, the snake—a motif that appeared in Bulgari collections from the 1960s—re-emerged as the emblem of the Serpenti collection.

In 2011, Bulgari signed a strategic alliance with LVMH Moet Hennessy Louis Vuitton SA, the world's leading luxury group. The agreement was based on a stock transfer of the Bulgari family's shares in Bulgari S.p.A. to LVMH, an all-share deal for €4.3 billion ($6.0 billion).[26] Under the deal, the Bulgari family sold their 50.4 per cent controlling stake in exchange for 3 per cent of LVMH, thereby becoming the second-biggest family shareholder behind the Arnaults in LVMH.[27] The takeover doubled the size of LVMH's watches and jewellery unit, which at the time of the acquisition included Tag Heuer timepieces and De Beers diamond necklaces. The acquisition concluded on 4 October 2011 as Bulgari was delisted from the Borsa Italiana.[citation needed]

In 2014, Bulgari celebrated the 130th anniversary of the brand. To mark the occasion, the shop at Via Condotti 10 was "reimagined" by the architect Peter Marino, and reopened. On the same day, the brand donated €1.5 million to the city of Rome for the restoration of the Spanish Steps.[28] A few months after the Grand Opening, the DOMVS was inaugurated in the redesigned Bulgari boutique, creating a gallery space to house of Bulgari's Heritage Collection.[29]

In 2017, Bulgari opened a new jewellery manufacturing headquarters in Valenza. The largest in Europe, with a total area of 14,000 square metres (150,000 sq ft), the Manufacture has been given a Gold LEED (Leadership in Energy & Environmental Design) certification for sustainability in its design.[30] The facility was built over the former home of the first goldsmith in Valenza, Francesco Caramora. The buildings follow the model of a Roman domus, and are built around a central courtyard.[31]

In March 2024, the Bvlgari jewellery house officialized and announced the creation of the Fondazione Bvlgari, an institution that is an extension of the brand's founding values, particularly its commitment to safeguarding historical heritage.[32]

Products

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Jewellery

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Bulgari's jewellery collections include B.zero1, Divas' Dream, Serpenti, BVLGARI BVLGARI, Parentesi, and a bridal line. [citation needed]

Watches

[edit]
Bulgari watch

Bulgari's watch collections include Octo, BVLGARI BVLGARI, Diagono and Haute Horlogerie creations for men, and LVCEA, Serpenti, Divas' Dream, BVLGARI BVLGARI, B.zero1 and High Jewellery timepieces for women. It mixes Italian design and Swiss watchmaking. The company's Swiss subsidiary, Bulgari Haute Horlogerie SA, is responsible for Bulgari's watch production. It was founded in 1980 and is headquartered in Neuchâtel. Bulgari Haute Horlogerie SA employs about 500 people.[citation needed]

Fragrances

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Bulgari Perfume Le Gemme

Fragrances include Goldea, Splendida and Omnia for women, BVLGARI Man, Aqua, the Classics, and Blv Pour Homme for men, as well as BVLGARI Le Gemme and Eau Parfumée.[citation needed]

Accessories and leather goods

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The creation of Bulgari accessories and leather goods is handled in the Bulgari atelier in Florence, and twice a year presents its collections at Milan Fashion Week.[citation needed]

Bulgari hotels and resorts

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Bulgari flagship, Fifth Avenue, Manhattan

In 2001, Bulgari formed a joint venture with The Ritz-Carlton Hotel Company, a hotel brand owned by Marriott International, to launch Bulgari Hotels & Resorts, a collection of hotels and resort destinations around the world.[33] Their distinctive settings and Italian design by the architectural firm Antonio Citterio-Patricia Viel characterise the properties of Bulgari Hotel Group.

Although operated by The Ritz-Carlton Company, Bulgari hotels and resorts do not participate in the Marriott Bonvoy loyalty program, meaning guests can neither earn nor redeem points for free bookings. It is currently the only Marriott brand to practice this policy, following the inclusion of The Ritz-Carlton Reserve properties to the program in April 2022.[34]

Accommodations

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Historical

[edit]
Year Accommodation North
America		 Europe Middle E.
& Africa		 Asia &
Pacific		 Caribbean
Latin Am.		 Total
2004 Properties      1 1
Rooms 58      58
2005 Properties      1 1
Rooms 58      58
2006[35] Properties      1      1      2
Rooms 58 59 117
2007[36] Properties      1      1      2
Rooms 58 59 117
2008[37] Properties      1      1      2
Rooms 58 59 117
2009[38] Properties      1      1      2
Rooms 58 59 117
2010[39] Properties      1      1      2
Rooms 58 59 117
2011[40] Properties      1      1      2
Rooms 58 59 117
2012[41] Properties      2      1      3
Rooms 143 59 202
2013[42] Properties      2      1      3
Rooms 143 59 202
2014[43] Properties      2      1      3
Rooms 143 59 202

From 2015

[edit]
Year Accommodation North
America		 Europe Middle E.
& Africa		 Asia &
Pacific		 Caribbean
Latin Am.		 Total
2015[44] Properties      2      1      3
Rooms 143 59      202
2016[45] Properties      2      1      3
Rooms 143 59      202
2017[46] Properties      2      1      2      5
Rooms 143      120      179      442
2018[47] Properties      2      1      3      6
Rooms 143      120      260      523
2019[48] Properties      2      1      3      6
Rooms 143      120      260      523
2020[49] Properties      2      1      3      6
Rooms 143      120      260      523
2021[50] Properties      3      1      3      7
Rooms 222      121      260      603
2022[51] Properties      3      1      3      7
Rooms 222      121      260      603
2023[52] Properties      4      1      4      9
Rooms 332      121      358      811

Properties

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# Hotel Name Hotel Location Country Opening Year
1 Bulgari Hotel Beijing Beijing China 2017[53]
2 Bulgari Hotel London London United Kingdom 2012[54]
3 Bulgari Hotel Milano Milan Italy 2004[55]
4 Bulgari Hotel Paris Paris France 2021[56]
5 Bulgari Hotel Roma Rome Italy 2023[57]
6 Bulgari Hotel Shanghai Shanghai China 2018[58]
7 Bulgari Hotel Tokyo Tokyo Japan 2023[59]
8 Bulgari Resort Bali Bali Indonesia 2006[60]
9 Bulgari Resort Dubai Dubai United Arab Emirates 2017[61]

Shops

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Bulgari Hong Kong Boutique

Bulgari has about 300 stores. The largest is the 10-storey Bulgari Ginza Tower in Tokyo, 940 square metres (10,100 sq ft) of retail floor space, including a restaurant and lounge bar.[citation needed]

North American Bulgari boutiques (41 in the US) and distributors are found in Bal Harbour, Beverly Hills, Cabo San Lucas, Chicago, Costa Mesa, Honolulu, Houston, King of Prussia, Las Vegas (4 stores), Los Angeles, New York, Mexico City, Montreal, Orlando, Palm Beach, San Antonio, San Francisco, San Jose, San Juan, The Mall at Short Hills, Scottsdale, Toronto, Vail and Washington D.C.[62]

South American Bulgari distributors are found in Bogotá, Lima, Margarita Island, Quito and São Paulo.[citation needed]

Bulgari Art Award

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The Bulgari Art Award is an annual art award in partnership with the Art Gallery of New South Wales, Sydney, Australia. Sponsored by Bulgari, the $50,000 acquisitive cash award plus $30,000 residency in Italy is presented to mid-career Australian artists.[63]

The winners include:

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Bulgari

View on Grokipedia
from Grokipedia
Bvlgari, often stylized as Bvlgari to evoke ancient Roman script, is an Italian luxury renowned for high-end jewelry, watches, perfumes, and bold, colorful accessories such as the Serpenti collection—inspired by snakes and ancient Rome and featuring large colored stones—that emphasize Italian glamour and boldness, with a primary focus on jewelry and leather accessories rather than ready-to-wear clothing, drawing inspiration from Greco-Roman heritage and . Founded in in 1884 by Greek silversmith Sotirio Bulgari, the brand originated as a boutique specializing in silverware and Renaissance-inspired pieces before evolving into a global symbol of Italian craftsmanship and innovation. The company's early success stemmed from Sotirio Bulgari's expertise in silver craftsmanship, but it was his sons, Giorgio and Costantino, who propelled its growth after taking over in , introducing geometric Art Deco influences, the iconic interlocking BV logo, and versatile "convertible" jewelry designs. Post-World War II, Bvlgari gained prominence in the 1940s and 1950s with the launch of its signature Serpenti collection—coiled snake motifs symbolizing temptation and eternity—alongside vibrant, monochromatic pieces that challenged traditional jewelry norms. By the late , Bvlgari diversified beyond fine jewelry, entering the watchmaking sector in the with Roman-inspired dials, debuting its first fragrance line in the , and introducing leather accessories and the enduring B.zero1 ring—featuring a spiraling motif evoking the —in the . The saw further expansion into fashion and with the opening of Bulgari Hotels & Resorts, while the brand committed to , including support for . In 2011, the Bulgari family sold the company to Moët for approximately $6 billion, integrating it into the world's largest luxury conglomerate and accelerating its international footprint with over 300 stores worldwide. Under CEO Babin since 2013, Bvlgari has more than doubled its revenues to over €3.5 billion by , emphasizing sustainable practices, digital innovation, and cross-category icons that blend heritage with contemporary appeal.

History

Origins and Early Development (1884–1940s)

Bulgari was founded in 1884 by Sotirios Voulgaris, a Greek silversmith born in 1857 in the village of Kalarrytes in , , who had relocated to three years earlier seeking better opportunities. Voulgaris, who Italianized his surname to Bulgari, opened his first workshop and shop at Via Sistina 82, specializing in finely crafted silver objects that blended Byzantine and Islamic decorative traditions with allegorical, floral, and foliate motifs. These pieces, including ornate vases, trays, and tableware, quickly gained popularity among English tourists on , establishing the young enterprise's reputation for exquisite silversmithing in the Eternal City. In 1905, Bulgari relocated to the prestigious Via dei Condotti 10, opening a that remains the brand's historic and symbol of Roman luxury. The company expanded into jewelry during the early 20th century, drawing inspiration from the flowing, organic forms of with pieces featuring enamel work, gems, and intricate natural motifs. By the 1920s, under the guidance of Voulgaris's sons, the designs transitioned to high jewelry, embracing geometry and incorporating settings with diamonds for a more modern, streamlined aesthetic that reflected global trends in Parisian haute joaillerie. During this decade, Bulgari also ventured into horology, creating its first ladies' jewelry watches—delicate "wristlets" with diamond-set cases that integrated seamlessly with bracelet designs. Sotirios Bulgari passed away in 1932 at age 75, after which his sons Giorgio (1890–1966) and Costantino (1889–1973) assumed leadership, overseeing a major renovation of the Via Condotti store and steering the house toward bolder expressions of Roman elegance. The brothers' involvement marked a shift toward innovative gem-setting techniques and bolder forms, solidifying Bulgari's status among Rome's elite. As World War II engulfed Europe, the maison endured resource shortages by melting down vaulted pieces to craft bespoke jewelry for its loyal Roman clientele, ensuring survival through discreet, localized operations amid the conflict's disruptions. In the late 1940s, amid post-war recovery, Bulgari introduced the iconic Serpenti motif as a bracelet-watch in 1948, featuring a spiraled Tubogas gold band evoking a serpent's form—a design that combined ancient mythological symbolism with contemporary watchmaking.

Post-War Innovation and Expansion (1950s–1960s)

In the post-war era, Bulgari embraced the exuberant spirit of Italy's Dolce Vita period, transitioning from restrained classical influences to a bold, modern aesthetic that celebrated vibrant colors and geometric forms. This shift was catalyzed by the economic recovery and cultural in , where the maison's Via Condotti flagship became a magnet for international elites and frequenting the city for productions. Building on the foundational Serpenti designs of the , Bulgari innovated with flexible, sinuous motifs that symbolized renewal and allure. Central to this transformation was the "color revolution" of the 1950s and 1960s, where Bulgari pioneered the lavish use of cabochon-cut colored gemstones—such as emeralds, rubies, and sapphires—in oversized, architectural pieces that evoked Rome's ancient heritage. Unlike the faceted cuts favored by Parisian houses for brilliance, Bulgari's cabochons emphasized smooth, voluptuous surfaces and chromatic intensity, creating harmonious yet daring combinations that prioritized visual impact over traditional symmetry. These designs drew inspiration from Roman mosaics and imperial motifs, infusing jewelry with a Mediterranean vibrancy that defined an emerging "Italian School" of gemsetting. Key collections exemplified this evolution, including monochromatic suites that showcased single-gemstone palettes in forms, such as all-emerald or all-sapphire parures, which amplified color purity and scale. The Serpenti line advanced significantly, morphing into articulated snake-form watches and bracelets with flexible scales in gold, enamel, and gemstones, embodying fluidity and sensuality. These pieces gained iconic status when worn by celebrities like , who sported a Bulgari Serpenti watch during the filming of in 1963, amplifying the maison's allure through cinematic exposure. Bulgari's early international presence solidified in the 1960s through a burgeoning Hollywood clientele and media spotlight, as stars including Sophia Loren, Audrey Hepburn, and Grace Kelly frequented the Roman atelier, commissioning bespoke pieces that blurred the lines between jewelry and statement art. This celebrity endorsement fueled global demand, paving the way for physical expansion beyond Italy, with the opening of the first boutique in Paris at the Hotel Plaza Athénée in 1981 marking a pivotal step—though roots in European jet-set culture traced back to the decade's cultural exchanges. Under the leadership of Giorgio Bulgari, who assumed creative control in the , the maison departed from the rigid symmetry of competitors like Cartier, favoring eclectic, oversized silhouettes that integrated bold geometries with organic curves. This philosophy emphasized volume, contrast, and unapologetic opulence, positioning Bulgari as a trailblazer in high jewelry that reflected Italy's optimism and architectural legacy.

Creative Evolution and Global Reach (1970s–1980s)

During the , Bulgari embraced innovative material combinations and bold geometric designs under the leadership of the third-generation Bulgari brothers—, and Nicola—who infused the brand with fresh creative energy following their father Giorgio's passing in 1966. A key innovation was the pairing of yellow gold with grey steel, particularly in the iconic Serpenti collection, where the contrasting metals created a modern, industrial aesthetic that challenged traditional luxury norms. This experimentation extended to geometric motifs, exemplified by the launch of the Bvlgari Bvlgari jewelry collection in 1975, with the watch line debuting in 1977, featuring coin-like links engraved with the brand's name in a repeating pattern, drawing inspiration from Roman heritage and architectural forms. These designs reflected the era's eclectic spirit, incorporating angular shapes, vibrant gemstones, and chain elements to appeal to a evolving clientele amid the decade's cultural shifts. Bulgari's global ambitions accelerated in the 1970s, with the opening of flagship boutiques in key international markets to establish a presence beyond . The brand debuted its first U.S. store in New York at The Pierre Hotel in 1972, followed by outposts in , , and , marking a strategic push into and . Under Paolo and Nicola Bulgari's guidance, this expansion capitalized on the brand's growing reputation for innovative jewelry, even as the oil crises of 1973 and 1979 introduced economic volatility that tempered luxury spending worldwide. Despite these challenges, Bulgari maintained its focus on high jewelry while diversifying motifs to sustain appeal, prioritizing craftsmanship over ostentation to navigate the turbulent market. In the , Bulgari pioneered prêt-à-porter jewelry, introducing affordable, modular pieces that broadened access to luxury without diluting the maison's heritage. These designs featured versatile combinations of gold, steel, and hardstones, such as chokers and necklaces that could be layered or adjusted for everyday wear, catering to a wider demographic in the burgeoning luxury sector. The decade saw continued international growth, with new stores in , additional U.S. locations, and European hubs like , reinforcing Bulgari's status as a global powerhouse. Family leadership under Nicola and steered this evolution, balancing diversification into accessible lines with the core of high jewelry to weather ongoing economic pressures from the previous decade's recessions.

Acquisition and Modern Transformation (1990s–2010s)

In the 1990s, Bulgari faced financial pressures from rapid international expansion and diversification efforts, prompting a that culminated in its on the Milan in July 1995, where it sold a 32.1 percent stake to raise capital and stabilize operations. Under the leadership of CEO Francesco Trapani, appointed in , the company accelerated its entry into new product categories, building on prêt-à-porter foundations from the by launching silk and leather accessories that extended the brand's aesthetic into lifestyle goods. Simultaneously, Bulgari deepened its watchmaking presence, evolving the iconic Bulgari-Bulgari line—with the jewelry collection launched in 1975 and the watch line in 1977—with innovative models incorporating modern materials and designs while preserving the brand's Roman heritage motifs. The 2000s marked further corporate milestones, including the launch of Bulgari's hospitality division in 2004 with the opening of its first hotel in , a that transformed a historic into a luxury property blending Italian elegance and contemporary amenities. This period also saw aggressive global expansion, particularly into , where Bulgari opened its first boutiques in in 2003, including in , capitalizing on the region's burgeoning luxury market to boost distribution and sales. Trapani's strategy emphasized blending Bulgari's storied heritage—rooted in ancient Roman inspirations—with modern marketing tactics, such as high-profile endorsements and innovative retail experiences, to appeal to a younger, international clientele. Bulgari's transformation reached a pivotal point in 2011 when Moët [Louis Vuitton](/page/Louis Vuitton) acquired the company for a total value of €4.3 billion, starting with a share swap for the founding family's 50.4 percent stake valued at €1.87 billion, followed by a to minority shareholders at €12.25 per share. This full buyout integrated Bulgari into 's portfolio, enhancing its global distribution through the conglomerate's extensive network of over 4,000 stores worldwide and providing resources for scaled production and marketing. , who served as CEO until the acquisition and transitioned to oversee 's watches and jewelry division until 2013, ensured design continuity by maintaining Bulgari's bold, colorful aesthetic amid this shift, solidifying its status as a cornerstone of the modern luxury conglomerate.

Recent Milestones (2020s)

In response to the , Bulgari accelerated its , significantly boosting sales and hosting virtual events to maintain amid store closures and travel restrictions. The brand's strategy emphasized alongside online platforms, allowing it to sustain operations and connect with global audiences through digital showcases of its collections. In 2023, Bulgari unveiled the Mediterranea High Jewelry collection in Venice, Italy, inspired by the Mediterranean Sea's history, culture, and natural beauty. The collection features exceptional gemstones and unique craftsmanship, reflecting cross-cultural influences and the region's vibrant heritage. Marking its 140th anniversary in 2024, Bulgari launched the Aeterna High Jewellery collection, drawing from Roman heritage to celebrate perpetual reinvention with over 500 pieces across jewelry, watches, bags, and fragrances. The occasion featured heritage exhibitions, including the "Eternally Reborn" display at its historic Via Condotti boutique in and additional showings in and , showcasing rare jewels and objects from the Maison’s archives. In 2025, Bulgari achieved a milestone in watchmaking with the Octo Finissimo Ultra , securing its 10th ultra-thin world record as the thinnest wristwatch at 1.85 mm thick, unveiled at . Limited to 20 pieces in matte grey , the timepiece features a manual-wound flying movement, highlighting the brand's innovation in high-end horology. On November 14, 2025, the Octo Finissimo Ultra won the Tourbillon Prize at the Grand Prix d'Horlogerie de Genève (GPHG). Concurrently, the Polychroma High Jewelry collection debuted at the 2025 , inspired by ancient Roman aqueducts and the city's affinity for colored gemstones, blending historical motifs with contemporary designs worn by ambassadors like and Jonas. Bulgari expanded its production capabilities in April 2025 with the inauguration of the Manifattura Bvlgari in Valenza, , establishing the world's largest single-brand precious jewelry manufacturing site at 33,000 square meters across three floors. This facility, which includes a public jewelry school, aims to double output by 2029 while preserving Italian craftsmanship traditions. The "Eternally Reborn" brand campaign, launched in 2025, emphasized reinvention and timeless , featuring exceptional stones in bold combinations to symbolize renewal and the Maison's Roman roots. Starring ambassadors such as , , and , the initiative underscored Bulgari's commitment to innovative luxury narratives. Bulgari also made its debut as a full participant at 2025, joining over 60 exhibitors to showcase its horological advancements alongside independent brands. In November 2025, Bulgari reopened its expanded two-story boutique in the , blending Roman heritage with Miami's vibrant energy. These efforts reflect synergies with since the 2011 acquisition, enhancing global reach and innovation. In January 2026, Bulgari launched the Vimini high jewelry collection, the inaugural chapter of "Bvlgari Eternal," reinterpreting a 1942 archival bracelet design with undulated rhomboid patterns in 18-karat yellow gold and incorporating innovative materials such as diamond-like carbon (DLC)-coated steel and pavé diamonds in select one-of-a-kind pieces, blending historical heritage with contemporary design.

Corporate Identity

Logo and Branding

Bulgari's visual identity is anchored in its iconic logo, which employs the spelling "BVLGARI," replacing the modern 'U' with 'V' to mirror ancient Roman inscriptions where the letters were indistinguishable in script. This form was formalized in during the of the on Via Condotti, establishing a direct link to the brand's Roman heritage and distinguishing it within the luxury market. By the 1920s, the logo had begun appearing in a square format, influenced by aesthetics and used on signage and product engravings to convey prestige and timelessness. Central to Bulgari's branding are symbolic elements like the Serpenti, an enduring motif introduced in the 1940s that represents transformation, temptation, and eternal renewal, coiling through collections to encapsulate the maison's bold, seductive ethos. The brand's color palette has evolved from the monochrome black-and-white schemes of its early decades, which emphasized refined elegance, to vibrant hues in the post-war era, reflecting a pioneering embrace of colored gemstones like emeralds, rubies, and sapphires for dynamic visual impact. In , the "BVLGARI" is integral to packaging with its embossed , boutique facades featuring illuminated signage, and advertisements that blend classical with modern . The 2024 "Eternally Reborn" campaign, ongoing into 2025, integrates the logo with high jewelry visuals—such as emerald motifs and Serpenti designs—starring ambassadors like and to underscore themes of personal and creative rebirth. Bulgari safeguards its branding through extensive protections, holding global registrations for "BVLGARI" in jurisdictions worldwide since the early 1990s, with international extensions via bodies like WIPO to combat counterfeiting. For , the brand has adapted with international digital guarantees and authenticity cards that embed the , ensuring verifiable originality for online sales and consumer confidence in the virtual marketplace.

Ownership and Structure

Bulgari was family-controlled from its founding until 2011, when acquired the company's controlling stake. The Bulgari family held approximately 50.4 percent of shares prior to the transaction, having retained majority ownership after the company's on the in 1995. Following the 2011 acquisition, achieved 100 percent ownership of Bulgari through a share swap for the family's stake valued at €1.87 billion, followed by a for the remaining shares, as approved by the . The brand was integrated into 's Watches & Jewelry division, where it operates as a key maison alongside Tiffany & Co., , and others. Jean-Christophe Babin has served as Bulgari's CEO since 2013, overseeing its strategic growth while also assuming leadership of the broader LVMH Watches division in 2025. Bulgari maintains its headquarters in Rome at Via dei Condotti 11, with operations supported by global subsidiaries and a network of over 320 boutiques worldwide. The company employs more than 6,000 people across six production sites and contributes substantially to LVMH's performance, generating estimated annual revenue of €3.47 billion in 2024. In terms of governance, Bulgari functions as a wholly owned subsidiary of , with its board historically including family members such as as chairman and as vice chairman immediately following the acquisition. The Bulgari family retains significant influence through their ownership of approximately 3 percent of shares, positioning them as the group's second-largest family shareholder. Sustainability reporting and initiatives, including the 2024 launch of Fondazione Bvlgari for philanthropy and environmental efforts, are conducted under 's overarching ethical and ESG framework.

Products

Jewelry

Bulgari's jewelry collections are distinguished by their bold integration of Roman heritage and innovative design, emphasizing vibrant colors, architectural forms, and mythological symbolism. The Serpenti line, originating in the , features sinuous coiling snake motifs that embody wisdom, rebirth, and vitality, inspired by ancient emblems and evolving into versatile bracelets, necklaces, and earrings in and gemstones. The B.Zero1 collection draws from the iconic , with its spiraling bands symbolizing eternity and infinite opportunities, crafted in materials like yellow , , and to create timeless rings, bracelets, and pendants. Complementing these, the Divas' Dream series features the iconic fan-shaped motif inspired by the mosaics of the Caracalla Baths, sparkling with pavé diamonds for bold Roman diva glamour, and evokes vintage Hollywood glamour through elegant designs with and colored gemstones, offering a radiant tribute to feminine . In high jewelry, Bulgari showcases mastery through rare large gemstones, bold colorful designs, and innovative features such as modular and transformable pieces, including vivid Paraiba tourmalines prized for their electric blue-green hues, often set in elaborate pieces that highlight the brand's affinity for bold color palettes. The 2023 Mediterranea collection draws inspiration from the Mediterranean region's cultural and natural heritage, featuring exceptional gemstones such as sapphires and emeralds in one-of-a-kind creations that celebrate the area's radiance and historical influences. The 2025 Polychroma collection reinterprets ancient Roman aqueducts through intricate mosaics of colored stones, blending emeralds, sapphires, and tourmalines in fluid, architectural forms that include modular designs enabling transformation, celebrating chromatic harmony and structural innovation. Similarly, the Aeterna collection, launched in 2024, features exceptional one-of-a-kind creations from Bulgari's Valenza manufactory in , where artisans combine rare gems like mandarin garnets and turquoises with inventive goldwork to evoke Rome's eternal allure. Bulgari's haute joaillerie collections are renowned for Italian craftsmanship, exceptional colored gemstones, bold designs, and inspirations from Roman heritage, art, and nature. Prominent examples include the Magnifica collection, featuring rare gems such as the 473.82-carat Paraiba tourmalines in the Mediterranean Queen Necklace, with intricate bold artistry and themes of opulence and female empowerment; the Polychroma (2025), which celebrates color diversity and reinvention with asymmetrical dynamic pieces incorporating gems like emeralds and tanzanites (e.g., Rainbow Flow Necklace), inspired by Rome's cultural layers; the Vimini (2026), part of the "Bulgari Eternal" series, reinterpreting 1942 archival motifs in yellow gold with undulated rhomboid patterns and incorporating innovative DLC-coated steel and diamond elements to blend heritage and modernity; as well as Aeterna, a tribute to Rome's timeless beauty, and Mediterranea, an homage to the Mediterranean. These collections underscore Bulgari's emphasis on vibrant stones, movement, and transformative jewelry. Bulgari employs signature techniques such as cabochon cuts—smooth, rounded facets introduced in the 1950s for luminous effect on emeralds and other stones—and pavé settings that densely encrust diamonds for maximum brilliance, enhancing the tactile and visual depth of pieces across collections. The brand positions its jewelry along a spectrum from bespoke commissions, tailored for elite clients with custom gem selections and engravings, to ready-to-wear lines that democratize luxury through accessible yet opulent designs. This approach is amplified by celebrity endorsements, such as Anne Hathaway's appearance at the 2025 Met Gala wearing a statement Polychroma necklace with a central rectangular sapphire, underscoring Bulgari's cultural resonance. The Serpenti motif briefly extends to timepieces, merging jewelry aesthetics with Swiss mechanisms for hybrid elegance.

Watches

Bulgari's entry into watchmaking began in with the creation of a petite watch pavé-set with , marking the brand's first foray into timepieces that blended jewelry aesthetics with functional horology. Initially focused on women's jewelry watches, the maison expanded its offerings in the post-war era, incorporating more robust designs while maintaining Roman-inspired elegance. A pivotal development occurred in 2000 when Bulgari acquired the haute horlogerie brands Gerald Genta and Daniel Roth, providing the foundation for advanced complications and in-house expertise. This acquisition enabled the development of proprietary movements, with the first fully in-house automatic caliber, the BVL 191, introduced in 2013, signifying Bulgari's transition to a vertically integrated watch manufacturer. The Octo Finissimo collection exemplifies Bulgari's mastery of ultra-thin watchmaking, achieving multiple for slimness across categories like automatic winding, , and since its 2014 debut. In 2025, the line set its 10th record with the Octo Finissimo Ultra , a skeletonized model measuring just 1.85 mm thick, powered by the in-house BVL 888 movement featuring a flying at 6 o'clock. The Serpenti collection, Bulgari's iconic model for women's watches, features a snake wrapped around the wrist often adorned with diamonds and embodies bold and sensual glamour that mixes Italian jewelry heritage with impactful design; it draws from the iconic snake motif originating in Bulgari's jewelry designs, incorporating tubular Tubogas bracelets and flexible scales for women's timepieces that emphasize metamorphic elegance and mechanical precision. Complementing these, the Aluminium series offers sporty, accessible luxury with lightweight cases, rubber bezels, and automatic movements, appealing to a broader audience through vibrant dials and 100-meter water resistance. Bulgari's innovations center on high complications, including tourbillons and chronographs integrated into ultra-thin profiles, as seen in the Octo Finissimo Tourbillon Chronograph Skeleton Automatic with its 3.5 mm BVL 388 caliber. Through Bulgari-Chronométrie, the maison pursues advanced horology, developing grande complications like minute repeaters and perpetual calendars in limited editions that fuse Italian design with Swiss precision. At Watches and Wonders 2025, Bulgari unveiled key novelties, including the Octo Finissimo Ultra Tourbillon alongside Serpenti updates celebrating the Chinese Year of the Snake, and refreshed Bvlgari Bvlgari models for the collection's 50th anniversary, incorporating motifs from ancient Roman coins engraved on bezels to evoke imperial heritage. These releases underscore Bulgari's ongoing commitment to record-breaking thinness and cultural symbolism in contemporary watchmaking.

Fragrances

Bulgari ventured into perfumery in 1992 with the launch of Eau Parfumée au Thé Vert, a fresh, tea-infused originally conceived as an exclusive gift for the maison's elite high jewelry clientele. This inaugural scent, blending , , and woody notes, established the brand's commitment to nature-inspired compositions that echo its Roman roots. The portfolio expanded significantly in 2014 with the introduction of Le Gemme, a haute parfumerie collection dedicated to mythical gemstones and crafted using rare, precious ingredients such as oud essence and tuberose absolute. Each fragrance in this line, like Orom with its woody-ambery profile of vanilla bourbon and leather, captures the allure of gems through olfactory interpretations of their colors and origins. Among the standout lines, the Allegra collection for women embodies vibrant, floral expressions of Italian , featuring scents like Allegra Chill & Sole with its dazzling and citrus facets. Complementing this, the masculine Man in Black series, debuted in 2014, delivers an oriental intensity through spicy , , iris, and accords, evoking a sense of sophisticated . Bulgari advances its fragrance efforts through programs such as Flower Gems of , which supports responsible cultivation of key botanicals like and tuberose while reducing environmental impact across the supply chain. Starting in 2025, refill solutions for products became available. Drawing from Roman heritage, Bulgari's fragrances often evoke the lushness of ancient gardens and the splendor of gemstones; Omnia Amethyste, for example, mirrors the gem's shimmering purple tones with a delicate floral heart of , , and powdery heliotrope. Such inspirations are amplified through long-term collaborations with master Belletrud, whose 30-year partnership with the maison—celebrated in 2024—has yielded innovative scents tying olfactory artistry to Bulgari's jewelry legacy. With over 20 fragrances in its repertoire, Bulgari maintains annual releases that harmonize with its jewelry motifs, ensuring a cohesive luxury narrative distributed worldwide through its exclusive boutiques and select retailers.

Accessories and

Bulgari's accessories and eyewear collections extend the maison's heritage of Roman-inspired luxury into functional yet opulent everyday items, blending artisanal craftsmanship with innovative design. The Serpenti motif, originating from the brand's iconic jewelry pieces of the , has been reinterpreted in accessories to evoke the serpent's sinuous form as a symbol of eternal rebirth and seduction. Central to Bulgari's leather goods is the Serpenti Forever line, launched in , which features coiled straps mimicking the serpent's body for a distinctive, flexible . These bags, available in various sizes from mini clutches to totes, are primarily crafted from supple , often enhanced with exotic skins such as python or for added texture and durability. hardware, including serpent-head clasps plated in 18-karat or , underscores the collection's jewelry-like allure, with options in vibrant colors like emerald green or classic black to suit diverse styles. Wallets and small goods within the line incorporate the same coiled elements, offering compact designs for card holders and coin purses that maintain the motif's playful elegance. Beyond bags, Bulgari's accessories encompass wallets, belts, and scarves that integrate motifs derived from the brand's signature BVLGARI logo, printed or embossed on fine and for subtle branding. Women's wallets, for instance, feature bifold designs in nappa with interior compartments lined in , while men's versions adopt a streamlined billfold style. Belts highlight perforated patterns or woven details, often fastened with polished buckles that echo jewelry hardware. Scarves and stoles, crafted from lightweight , bear the in jacquard weaves or edge trims, allowing for versatile draping that complements seasonal wardrobes. These pieces frequently incorporate jewelry-inspired elements, such as accents on clasps or chain-link details, bridging the gap between adornment and utility. Bulgari's eyewear division, managed in collaboration with , produces the Bulgari Eyewear line, which translates high-jewelry codes into optical and sun frames for both men and women. The Spring/Summer 2025 collection emphasizes ultra-precious, hand-made finishes on and metal frames, incorporating jewelry-inspired motifs like accents—smooth, domed gem-like embellishments—in materials such as enamel or to mimic cabochon-cut stones. On-trend shapes, including oversized cat-eyes and aviators, feature intricate detailing on temples, such as coiled Serpenti patterns or monogram engravings, ensuring wearability without sacrificing sophistication. Select models integrate light-reactive lenses, like Transitions® technology, which adapt tint levels based on UV exposure for seamless transitions from indoor to outdoor use, enhancing comfort and versatility. In line with Bulgari's broader commitments, accessories collections incorporate recycled materials in select goods and components, such as linings from and derived from bio-based sources, aligning with the maison's goal to reduce environmental impact through a model. This includes 100% recycled gold for hardware, certified by the Responsible Council, and plastic-free packaging across lines. Collaborations for limited editions, such as the Serpenti In Conversation series with designers like Géraldine Guyot of Destrée, yield exclusive pieces like braided-handle totes in upcycled , limited to small runs that promote innovative, eco-conscious craftsmanship while celebrating the Serpenti icon.

Hospitality

Historical Ventures

Bulgari entered the hospitality sector in 2004 with the opening of its flagship property, the Bvlgari Hotel Milan, which embodied the brand's fusion of Italian luxury and Roman aesthetics through contemporary design by architect Antonio Citterio. The hotel's interiors drew directly from Bulgari's jewelry heritage, featuring bespoke elements such as patterns inspired by vintage brooches and custom furnishings that echoed the maison's iconic motifs. The brand's first resort followed in 2006 with the Bulgari Resort , a 59-villa property perched on cliffs above the , where the design philosophy extended to integrating local Balinese elements with Italian elegance, including facilities emphasizing wellness rituals and restaurants showcasing refined . This expansion highlighted Bulgari's commitment to creating intimate, high-end escapes that reflected the brand's opulent ethos. In 2012, Bulgari opened the Bvlgari Hotel in , marking its entry into the British market with similarly tailored interiors incorporating jewelry-inspired details and a focus on luxury services. The operational backbone of these early ventures stemmed from a 2001 with , which handled management while preserving Bulgari's creative vision for spas centered on holistic wellness and dining rooted in authentic Italian culinary traditions. By 2015, Bulgari's hospitality portfolio encompassed these three pioneering sites, alongside initial planning for additional properties like , laying the groundwork for measured global growth. The 2011 acquisition by further bolstered these foundational efforts with enhanced resources for brand extension.

Current Properties

Bulgari Hotels & Resorts operates nine luxury properties worldwide as of 2025, each embodying the brand's Italian heritage through sophisticated design by architects Antonio Citterio Patricia Viel and Partners (ACPV), using materials like , , and rare woods to create intimate, jewel-like environments. These establishments combine urban sophistication with resort tranquility, prioritizing personalized service, , and cultural integration in iconic locations across , , the , and beyond. Key operational sites highlight Bulgari's diverse portfolio. The Bulgari Hotel , opened in 2023, delivers urban luxury opposite the , with 120 rooms and suites featuring Art Deco-inspired interiors, a rooftop pool, and direct access to the brand's historic roots in the Eternal City. The Bulgari Hotel , launched in 2017, offers beachfront elegance on Bay Island, including a private marina, infinity pool, and 173 rooms overlooking the Arabian Gulf. In , the Bulgari Hotel, opened in 2018 within the restored 1920s , provides skyline views from its location, blending with modern Italian flair across 82 rooms. The Bulgari Hotel , which debuted in 2023 in the Yaesu district, rises as a high-rise icon with 98 rooms fusing Japanese minimalism and Bulgari opulence, including panoramic city vistas. Signature amenities unify the collection, emphasizing wellness, gastronomy, and exclusivity. Il Ristorante – Niko Romito, the flagship dining concept by Michelin-starred chef Niko Romito, graces each property with refined Italian cuisine adapted to local ingredients, such as seafood-focused menus in or rice-centric offerings in . The Bulgari Spa draws from ancient Roman bathing rituals, incorporating natural elements like Bulgarian rose oil and lava stone in treatments across all sites, often housed in mosaic-tiled spaces with vitality pools and saunas. Resort properties like the Bulgari Resort Bali, with its 2006-opened clifftop villas featuring private infinity pools and gardens overlooking the , exemplify expanded offerings for seclusion; similar villa expansions enhance beachfront escapes in . In 2025, Bulgari's properties continue to earn acclaim for design and hospitality, with the Bulgari Hotel Rome ranking No. 22 on The World's 50 Best Hotels list and receiving 3 Michelin Keys for exceptional comfort and service, and the Bulgari Hotel Tokyo ranking No. 15 on The World's 50 Best Hotels list and named Best Boutique City Hotel in Asia at the 2025 DestinAsian Readers' Choice Awards, underscoring the brand's innovative fusion of luxury and locale.
Hotel NameLocationCountryOpening Year
Bulgari Hotel Milan2004
Bulgari Resort BaliUluwatu2006
Bulgari Hotel LondonKnightsbridge2012
Bulgari Hotel BeijingChaoyang District2017
Bulgari Hotel DubaiJumeirah Bay2017
Bulgari Hotel Shanghai2018
Bulgari Hotel ParisAvenue George V2021
Bulgari Hotel TokyoYaesu2023
Bulgari Hotel RomePiazza Augusto Imperatore2023

Planned Developments

Bvlgari Hotels & Resorts has announced several upcoming hospitality projects set to expand its portfolio beyond 2025, emphasizing ultra-luxury experiences infused with the brand's Italian heritage. The first of these is the Bvlgari Resort Ranfushi in the , scheduled to open in 2026 on a 20-hectare private island in the . This property will feature 54 , including 33 beachfront options and overwater accommodations, with a signature Bvlgari Villa on its own secluded islet, designed to offer unparalleled privacy and serenity. Following closely, the Bvlgari Resort Bodrum in is planned for a 2027 debut on a private peninsula along the Aegean coast, integrating 43 rooms and suites, 40 standalone villas, and a collection of 101 branded mansions ranging from three to six bedrooms. These residences will incorporate expansive living areas, private pools, and direct sea access, catering to both resort guests and long-term owners seeking Riviera-style exclusivity. The Bvlgari Hotel Miami Beach in the United States is scheduled to open in 2028 on the waterfront with access to Miami's beaches, featuring approximately 100 keys blending Italian design with the vibrant local scene. Looking further ahead, the Bvlgari Resort & Mansions is slated for 2030 on a horseshoe-shaped , comprising 60 rooms and suites, 30 beachfront villas, and 90 mansions with amenities such as private beaches, docks, and a 1,200-square-meter Bvlgari Villa featuring a 20-meter pool. The development will include a state-of-the-art and , enhancing its appeal as a nautical luxury destination. In , the Bvlgari Resort & Mansions Cave Cay remains in planning stages with a targeted opening around 2029 on a 220-acre in the Exumas, boasting 64 suites and villas alongside 48 purchasable mansions, white-sand beaches, and natural caves. These projects underscore Bulgari's commitment to sustainability, with features like eco-friendly villas in the designed to minimize environmental impact through energy-efficient systems and dedicated habitats for nesting birds. Each site will integrate Bulgari's signature spas—such as the 2,000-square-meter facility in —and retail boutiques showcasing jewelry, watches, and accessories, seamlessly blending hospitality with the brand's core luxury offerings. Overall, Bulgari's pipeline includes over five new properties by 2030, aligning with LVMH's broader expansion strategy in high-end travel. The project was revealed in June 2025 as a key milestone in this vision, building briefly on the established model of the resort.

Retail Presence

Flagship Stores

Bulgari's flagship stores serve as architectural embodiments of the brand's Roman heritage, blending historical elegance with contemporary luxury to create immersive retail experiences that narrate the maison's storied legacy. These premier locations are strategically positioned in iconic urban centers, where they function not only as sales venues but also as cultural hubs that host exclusive events and exhibitions, reinforcing Bulgari's identity as a guardian of Italian craftsmanship. Among the most emblematic is the Via dei Condotti boutique in , which traces its origins to 1905 when founder Sotirios expanded the maison's presence to this prestigious address, establishing it as the cornerstone of Bulgari's global identity. This , located at number 10, has undergone periodic refurbishments to preserve its grandeur, including updates in the that integrated modern elements while honoring its early 20th-century roots. In New York, the Fifth Avenue flagship, operational since its initial opening in 1989 at 730 , represents Bulgari's early foray into the American market during the brand's international expansion in the late 20th century; it was comprehensively redesigned in 2017 by architect to evoke Roman opulence, spanning 4,000 square feet with features like grand marble entrances. The interiors of Bulgari's flagships are renowned for their lavish materials and thoughtful design, often featuring polished marble floors, intricate frescoes inspired by ancient Roman motifs, and illuminated displays that showcase jewelry collections as . A notable example is the 2025 opening of the flagship on Via Montenapoleone, a three-story space that incorporates digital experiential zones, including immersive installations powered by technology to allow visitors to explore collections like Serpenti Infinito in virtual environments, enhancing the brand's fusion of tradition and innovation. These elements create a sensory journey, drawing on Bulgari's architectural partnerships with designers like to transform stores into "jewels" of retail design. Flagship stores play a pivotal role in Bulgari's event programming, serving as venues for high-profile product launches and private client engagements that underscore the maison's exclusivity. In 2025, celebrations for the Polychroma high jewelry collection, comprising over 250 pieces inspired by vibrant hues, extended to gala events tied to flagship activations, such as the October Los Angeles tribute that highlighted the collection's cinematic flair ahead of new store openings. Additionally, dedicated VIP salons within these locations, like the private lounges in the flagship opened in April 2025, provide bespoke experiences for high jewelry clients, featuring secluded spaces for personalized viewings and consultations amid custom crystal chandeliers and Italian artisanal details. With more than 15 flagship stores worldwide as of 2025, Bulgari emphasizes heritage cities such as , , , and , where these outposts anchor the brand's narrative in locations rich with cultural significance. This selective network, which has grown steadily since the international push, prioritizes experiential luxury over volume, ensuring each site amplifies Bulgari's commitment to architectural storytelling and artisanal excellence.

Global Network

Bulgari maintains a robust global retail footprint, operating over 320 mono-brand boutiques worldwide as of 2024, complemented by more than 200 authorized points of sale in department stores and multi-brand retailers. This network spans numerous countries across all continents, with a strong emphasis on key luxury markets to support the brand's expansion in high jewelry, watches, and accessories. The company's retail strategy integrates physical stores with , where online sales contribute significantly to accessibility, particularly in regions with growing digital adoption. In the region, which accounts for a substantial portion of Bulgari's sales driven by affluent consumers, the brand has prioritized aggressive growth, operating over 100 stores in alone as of late 2024. This includes expansions in major cities like , where sustainability initiatives feature prominently, such as the 2023 renovation of the Plaza 66 using recycled glass bottles to create a jade-like facade, reducing environmental impact while enhancing aesthetic appeal. Bulgari plans to open 15-20 additional stores in over the next three to four years, reflecting confidence in the region's long-term potential despite economic fluctuations. Partnerships with prestigious department stores, such as a dedicated within London's , further extend reach in established markets by blending Bulgari's Roman heritage with high-end retail environments. Europe remains the core of Bulgari's operations, with approximately 100 stores anchoring the brand's Italian roots and historical presence in cities like and , where a renovated flagship on Via Montenapoleone reopened in 2025 to embody contemporary luxury design principles. In the , the focus is on the and emerging markets like , supported by around 23 North American locations as of recent expansions, including planned hotel integrations in Miami Beach and to enhance lifestyle offerings. The sees ongoing developments, particularly in , with new boutique openings and airport retail innovations, such as the 2025 "" installation at that previews similar experiential formats. To modernize engagement, Bulgari introduced (AR) try-on features in 2025, allowing virtual jewelry fitting via apps and devices like , integrated across e-commerce and in-store experiences for personalized shopping. Sustainability efforts extend to retail with eco-friendly renovations, including modular furnishings and CO2 emission tracking for boutique constructions, aligning with the brand's model. Annual store openings exceed 10 globally in 2025, prioritizing high-growth areas while minimizing environmental footprint through certified materials and efficient designs.

Philanthropy and Awards

Partnership with Save the Children

Bulgari established a long-term partnership with in 2009, focusing on supporting child education and health initiatives worldwide through dedicated fundraising efforts. The collaboration began with the launch of a custom-designed jewelry collection, notably the iconic B.zero1 ring, where a portion of sales proceeds is donated to the organization, generating funds for programs aiding vulnerable children. By 2025, the partnership had raised over $115 million (as of July 2025), enabling investments in over 140 projects across 39 countries, including emergency aid in conflict zones and educational support in underserved communities. Examples include the Punto Luce delle Arti centers in Italy, launched in 2019, which provide arts and education programs for children in poverty-stricken areas like Ostia, Rome, benefiting approximately 1,000 youth annually. Globally, funds have supported emergency responses, such as health and nutrition programs in regions affected by crises. Annual campaigns, such as the "Bulgari for " jewelry line, continue to drive contributions, with new pieces like custom necklaces introduced periodically to sustain momentum. In 2025, efforts emphasized ongoing and resilience-building, aligning with broader goals under the Fondazione Bvlgari, established in March 2024 to oversee philanthropic commitments. The partnership's impact has reached more than 2.4 million through , , and services, with financial transparency ensured via audited reports from and oversight by Fondazione Bvlgari. This initiative forms a core part of Bulgari's broader under Fondazione Bvlgari, prioritizing child welfare without overlapping into other award programs.

Avrora Awards

The Bulgari Avrora Awards program was launched in 2016 in to recognize and celebrate the achievements of talented women across diverse fields, with a particular emphasis on empowering female leaders in areas such as , , and innovation. Expanded to in 2019, the initiative honors recipients through annual ceremonies that highlight their contributions to , including categories like , music, arts, craftsmanship, business, (CSR), sports, and scientific . Named after the Roman goddess Aurora symbolizing new beginnings and enlightenment, the awards aim to inspire women to pursue their visions and foster by spotlighting their stories and impact. The structure of the Avrora Awards involves selecting winners from global nominations, often in collaboration with media partners like Vogue and ELLE, to ensure broad visibility and recognition. Categories such as -related research, environmental protection under CSR, and scientific innovation are featured, allowing for comprehensive acknowledgment of women's roles in STEM fields. While specific grant amounts vary by initiative, the program integrates support for through affiliated fellowships and funds, promoting advancements in areas like and . The 2025 edition continued this tradition during ceremonies that underscored ongoing commitments to female empowerment. Since its inception, the Avrora Awards have drawn from international nominations to amplify diverse voices in STEM and beyond. Closely tied to the Fondazione Bvlgari, established in 2024 in , the program serves as the foundation's primary platform for advancing , integrating Avrora's mission with broader philanthropic efforts to support women's professional growth and societal contributions. This alignment enhances the awards' global reach, with nominations open to exceptional female leaders worldwide. Events for the Avrora Awards feature glamorous galas in key locations, including recurring ceremonies in Asia—such as , , and —and the European debut in in 2022 at Luigi . These high-profile gatherings, often held in partnership with luxury hotels and media outlets, include performances, speeches, and presentations to maximize visibility and inspirational impact. Through these events, Bulgari fosters synergies with other social initiatives, amplifying collective efforts toward gender equity and innovation.

Bulgari Art Award

The Bulgari Art Award, officially known as the MAXXI Bvlgari Prize, was established in 2017 through a partnership between Bvlgari and Rome's National Museum of 21st Century Arts to foster emerging contemporary artists under 40 years old, with an emphasis on innovative practices that reflect societal and cultural dynamics. The initiative evolved from MAXXI's earlier Premio MAXXI, expanding its scope to include international talents while prioritizing site-specific installations, videos, and sculptures exhibited at the museum. The first edition launched in 2018, marking Bvlgari's commitment to nurturing the next generation of artists beyond traditional luxury patronage. The selection process involves an open call for submissions, followed by evaluation from an international jury comprising prominent curators, artists, and cultural figures, such as 's artistic director and external experts like . Three finalists are chosen annually or biennially, with their works showcased in a dedicated at , allowing public and jury engagement before the winner is announced, typically during events tied to global art fairs like Frieze London. The winner receives exhibition support and has their artwork acquired for 's permanent collection, ensuring long-term visibility; for instance, the 2024 edition introduced a special mention for , awarded to Roberto Fassone for innovative technology-art intersections. In the 2025 edition, shortlisted artists Chiara Bersani, Adji Dieye, and Margherita Moscardini presented works exploring identity, migration, and ecological themes, underscoring the prize's evolving focus on pressing global issues. By 2025, the award has completed four editions, significantly impacting the scene by elevating underrepresented voices and integrating their contributions into institutional frameworks. Winners including Diego Marcon (2018, for the Ludwig), Tomaso De Luca (2020, for A Week's Notice), Alessandra Ferrini (2022, addressing decolonial narratives), and Monia Ben Hamouda (2024, with Theology of Collapse) have gained international exposure through exhibitions and subsequent global showings, such as at major biennials. The prize has notably promoted themes in , evident in finalists' explorations of environmental and digital ecologies, fostering dialogues on climate and . Past winners' pieces have toured internationally, enhancing Bvlgari's role in bridging luxury and while amplifying emerging Italian and global artists. This award forms a key component of Fondazione Bvlgari's broader cultural preservation efforts, which emphasize of contemporary initiatives alongside heritage projects to sustain artistic innovation in and beyond.

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