July 23, 2025

Why the snake at Bulgari ?

For more than seventy years, the snake has become one of the most emblematic symbols of the Maison Bulgari, notably through the collection Serpenti. At the same time mysterious and seductive, this ancestral animal inspires the creations of the Italian jeweler, blending ancient heritage and dazzling modernity.

But why Bulgari Did he choose to make the snake his signature? Find out why in this article.

Origins of the serpent symbol in Bulgari

The snake is an animal whose symbolism has crossed many civilizations since Antiquity. Sometimes figure of rebirth, transformation, fertility or power, he fascinates with his ability to change and be reborn, thus embodying the idea of regeneration. Among the Greeks and Romans, the serpent was tied to wisdom and immortality, often associated with protective or healing deities. The fascination has lasted for centuries, anchoring the serpent in a dimension that is both mysterious and sacred.

The meeting between Bulgari and the snake: the collection Serpenti

It was at the end of the Second World War, in 1948, that Bulgari decides to make the snake an emblematic motif with the birth of his first wristwatch Serpenti. This bold choice draws on the language of ancient jewelry, but is resolutely modern. The Roman workshop draws inspiration from the past and reimagines the animal as a flexible and sensual jewel, ready to embrace the wrist and enhance the gesture. The watch Serpenti, with its precious scales and remarkable technicality, revolutionizes High Jewelry while offering women a new experience of luxury, both symbolic and practical.

Bulgari, identity affirmation through jewelry

There Maison Bulgari elevates the snake to the rank of icon thanks to an exceptional mastery of jewelry craftsmanship and the richness of interpretations. In turn in gold, set with precious stones, enameled or paved with diamonds, the snake reinvents itself throughout the collections while maintaining a recognizable aesthetic language: undulating lines, vibrant colors, unique textures. Each creation is thought out like a talisman, a source of strength and sensuality for the one who wears it. A faithful companion, the snake winds around the wrist, neck or waist, becoming the expression of bold elegance and timeless luxury.

Serpenti of Bulgari, between heritage and modernity

Over the decades, Bulgari has continued to revisit the figure of the snake, evolving it with trends and technical innovations. From artistic collaborations to contemporary variations, the Serpenti embodies the permanent dialogue between heritage and creativity, witnessing various aesthetic evolutions:

From 2009, the collection Serpenti Viper breathes a new modernity into the pattern, with cleaner, more graphic lines, suited to a generation seeking contemporary elegance. At the same time, flagship collections such as Serpenti Tubogas continue to explore the emblematic codes of the maison boldly, while Serpenti Mysteries, launched in 2022, reinvents the secret jewelry watch with refined technicality. These developments illustrate the ability of Bulgari to bring an ancestral symbol to life by anchoring it resolutely in its time.

Adored by celebrities and collectors, it is today synonymous with freedom, feminine power and seduction. This constant reinterpretation allows Bulgari not only to preserve the essence of its identity, but also to project its know-how into the future.