The workshop of a talented silversmith transforms into a global luxury and iconic jewelry empire. Bvlgari’s 141‑year story rewrites the history of splendor.
Founded in 1884 in Rome by Sotirio Voulgaris, a talented silversmith of Greek origin, Bvlgari soon became a brand representing the elegance of Italian craftsmanship. Over generations, the Bvlgari signature was defined by vibrant color combinations, balanced forms, and original motifs paying homage to Rome’s history. Always honoring its heritage, the brand went on to introduce innovations that rewrote the rules of the jewelry world and launched trends that became icons of modern design.
Journey from Silver to Gold
The exquisite silver ornaments crafted by Sotirio Bvlgari drew great interest from English tourists arriving in Rome on the Grand Tour, fueling the brand’s growth. After the workshop on Via Sistina-today’s iconic flagship boutique-new branches opened on Via Condotti and other tourist destinations. When Sotirio’s sons Giorgio and Costantino joined the family business, they leveraged their silversmithing legacy to focus on high jewelry. The first high jewelry pieces of the 1920s reflected the French Art Deco style with platinum and diamonds; by the 1940s, Bvlgari’s own style had emerged, defined by sunny yellow‑gold tones and the sinuous lines of the iconic Serpenti collection.
Bold Colors and Eclectic Spirit
In the mid‑1950s, Bvlgari again took a step forward with daring chromatic combinations of precious and colored stones. Cabochon cuts evoking Rome’s domes became the brand’s hallmark. With Italy’s recovery after World War II came the exuberance of the Dolce Vita era-luxury, elegance, spectacle, and a focus on pleasure-and the Via Condotti boutique became the favorite meeting place of film stars and high society. A 1969 Bvlgari necklace featuring an octagonal, removable brooch encrusted with emeralds, rubies, and diamonds caused a sensation. Geometric shapes and strong inspiration from Rome’s architecture then became fundamental to the Bvlgari style. Riding this wave of success, in the 1970s the brand expanded into Europe and the United States. The third‑generation Bvlgari brothers offered bold designs inspired by sources ranging from the Far East to Pop Art, appealing to modern, dynamic women. In that era, the Bvlgari Bvlgari watch model was introduced and immediately became a classic design manifesto.
Modular Designs
In the 1980s and 1990s, Bvlgari continued to innovate with functional, character‑rich jewelry that could be worn from morning until night. Modular pieces-ranging from hematite to coral to diamond pavé-provided solutions for every woman’s needs. Unconventional materials such as steel, porcelain, silk, and wood were boldly used in jewelry and watches, creating sophisticated pieces that felt like a second skin.
Celebrates 141 Years Today!
Beginning in 2000, Bvlgari’s vertical‑integration strategy saw the acquisition of luxury watch brands Daniel Roth and Gérald Genta, the jewelry firm Crova, and specialists in leather goods and watchmaking. In 2004, the opening of the first Bvlgari Hotel in Milan, in partnership with Marriott International’s Luxury Group, marked the brand’s entry into hospitality. In 2009, Bvlgari celebrated its 125th anniversary with a retrospective exhibition at Rome’s Palazzo delle Esposizioni; that same year, the serpent motif-Bvlgari’s emblem since the 1960s-was reborn as the symbol of the Serpenti collection. A strategic alliance with LVMH Moët Hennessy Louis Vuitton in 2011 made the Bvlgari family the second‑largest family shareholder in LVMH after a €4.3 billion share transfer. In October of that year, Bvlgari was delisted from the Italian Stock Exchange.
Celebrating its 130th anniversary in 2014, the brand reopened its Via Condotti 10 flagship redesigned by architect Peter Marino and donated €1.5 million to Rome for the restoration of the Spanish Steps. Shortly thereafter, the Domvs gallery within the boutique opened to display Bvlgari’s heritage collection. In 2017, Bvlgari inaugurated its new manufacturing headquarters in Valenza-the largest in Europe-built around a central courtyard in the style of an ancient Roman domus and awarded Gold LEED certification for sustainability. In March 2024, the Fondazione Bvlgari was officially established to reinforce the brand’s commitment to heritage preservation. As of April 16, 2025, the Valenza facility expanded to 33,000 square meters, providing employment to thirty percent of the local workforce.
Bvlgari and Rome
Since 1884, Rome’s monuments and architectural treasures have been a constant source of inspiration for Bvlgari. Chromatic symphonies, balanced volumes, and geometric boldness evoke the city’s unique fusion of past and present. Even the brand’s logo, spelled “Bvlgari” in classical Latin script, symbolizes its roots. The B.zero1 collection launched in 1999 reinterpreted the fluid geometries of the Colosseum and the contemporary spirit of Tubogas, illustrating the unbreakable bond between the brand and the city. Thanks to Bvlgari’s cultural patronage, iconic landmarks such as the Spanish Steps continue to be restored; the 2016 restoration cleaned, reinforced, and enhanced safety across all stone surfaces.
Hollywood and Jewelry
During the Dolce Vita years, as Rome’s cinematic atmosphere and Hollywood productions migrated to the banks of the Tiber River, Bvlgari came onto the radar of the world’s elite. Films such as Roman Holiday and La Dolce Vita immortalized Rome in the realm of fantasy; stars like Elizabeth Taylor, Audrey Hepburn, Ingrid Bergman, Grace Kelly, and Anita Ekberg discovered the Bvlgari boutique on Via Condotti and formed a passionate relationship with the brand. To date, Bvlgari designs have appeared in more than forty films and have decorated red carpets from the Academy Awards to Cannes, from the Venice Film Festival to the Golden Globes—and continue to do so. Yet among all those legendary Hollywood stars, the relationship between Elizabeth Taylor and Bvlgari celebrated an especially profound bond. The jewelry collection bearing Elizabeth Taylor’s name became one of the most remarkable of its time and pioneered collaborations between celebrated film actresses and jewelers. Elizabeth Taylor’s admiration for Bvlgari was in perfect harmony with her elegant and lavish aesthetic. When Taylor arrived in Rome in 1963 to film Cleopatra, she forged an unforgettable connection with Bvlgari; the film itself was crowned with Bvlgari jewels worn by Cleopatra. The collection inspired by Elizabeth Taylor and named in her honor was auctioned by Christie’s in 2011 for record‑setting prices. Bvlgari then reacquired nine pieces from that incomparable collection and incorporated them into its Heritage Collection. Those pieces continue to carry forward Elizabeth Taylor’s love for the brand and her visionary sense of style.
Bvlgari Eyewear
Bvlgari Eyewear entered the luxury eyewear world in 1997 through a licensing agreement with Luxottica, continuing until 2023. In 2024, Bvlgari embarked on a new chapter in partnership with Thélios, LVMH’s eyewear specialist, merging Italian craftsmanship with innovative design. The first result was the Spring/Summer 2024 collection, which flawlessly translated Bvlgari’s iconic jewelry motifs into eyewear. The Serpenti Viper series features geometric snake‑scale temple details and lustrous metallic finishes, while the B.zero1 collection draws on Zaha Hadid’s architectural lines. Men’s collections such as Octo Roma and Octo Finissimo echo Bvlgari’s watchmaking heritage with octagonal frames and ultra‑slim profiles. The Fall/Winter 2024 lineup highlights Serpenti Forever for women-with hand‑painted enamel and snake‑head endpieces-and matte metallized tones and architectural shapes for men. Each design blends Bvlgari’s Roman‑born aesthetic, premium materials, and masterful craftsmanship to offer not merely an accessory but a timeless Dolce Vita lifestyle.
Chronology:
1884
Founded in Rome by Sotirio Bvlgari at Via Sistina, laying the brand’s foundations.
1905
Opening of the iconic boutique on Via dei Condotti under Sotirio’s sons Costantino and Giorgio.
1934
Death of founder Sotirio Bvlgari; the second generation takes the helm.
1950s-1960s
During the Dolce Vita era, Bvlgari becomes the favorite of Elizabeth Taylor, Sophia Loren, and other stars, cementing its international reputation.
1970
First international boutique opens in New York, marking global expansion.
1977
Launch of the first watch collection, “Bvlgari Bvlgari.”
1997
Entry into eyewear with a licensing agreement with Luxottica, encompassing today’s EssilorLuxottica.
2000
Acquisition of prestigious Swiss watchmakers Daniel Roth and Gérald Genta.
2001
Launch of Bvlgari Hotels & Resorts in partnership with Marriott International’s Luxury Group.
2005
Purchase of 50 percent of Swiss dialmaker Cadrans Designs, enhancing vertical integration in watchmaking.
2006
Opening of the second Bvlgari Resort in Bali, perched 150 meters above the Indian Ocean.
2009
125th anniversary retrospective at Rome’s Palazzo delle Esposizioni and collaboration with Save the Children for the “Save the Future” campaign.
2011
Strategic alliance with LVMH, making the Bvlgari family the second‑largest family shareholder in the group.
2023
Announcement that the global eyewear license agreement with EssilorLuxottica will expire.
2024
Partnership with Thélios to launch the “Serpenti Through the Eyes of Thélios” eyewear collection.
2025
Spring/Summer 2025 eyewear collection debuts, melding jewelry craftsmanship with bold acetate, snake‑head details, and timeless luxury in optical form.
May 2025
