Serpenti Aeterna

Watches & Wonders 2026
The Art of Shape - Octo Finissimo, Serpenti Studs, Gold & Steel

• Bvlgari marks its second participation to Watches and Wonders in Geneva, the international watchmaking fair, underlying the Maison’s dedication to excellence and innovation. Bvlgari’s exhibition space authentically reflects its essence of Roman High-Jeweler mastering the Art of Time.
• New revolutionary ultra small and thin 72-hour power reserve movement for Octo Finissimo enabling the launch of a perfectly aesthetically balanced new solo tempo 37mm watch, with a distinctive character preserving the iconic design elements of this remarkable timepiece which has made watchmaking history in the last decade.
• Further exploring the realm of Ultra with the new Octo Finissimo Ultra Tourbillon Platinum, the thinnest ever platinum Tourbillon watch in history.
• Serpenti Tubogas with an edgy Studs bracelets Capsule collection, the new face of an icon in motion.
• The metamorphosis of Serpenti Aeterna continues, full of colors.
• Datamatrix, a transparent digital journey into the world of Bvlgari and the Bvlgari Touch digital passport Application, the gateway to the Digital Passport.
• And for the first time, Bvlgari Jewelry brings major news to Watches & Wonders, exploring an iconic combination of Gold and Steel with two new B.zero1 rings and a Bvlgari Tubogas parure.

“It is with renewed enthusiasm that we participate for the second consecutive year in Watches and Wonders, an essential event to express the unique duality of our Maison, as both a jeweler and a watchmaker. Last year marked our official entry; this year, we solidify our presence by celebrating our avant-garde watchmaking, the result of a perfect alchemy between Swiss micromechanical mastership and unrivaled Italian creativity and obsession for beauty. Our "creative passion" nourishes us, pushing us to explore new horizons and redefine the codes of watchmaking and jewelry, as proven by our audacious creations and our incessant quest for innovation. Watches and Wonders is the ideal stage to share this vision and the exciting future of watchmaking according to our Maison”, explains Jean-Christophe Babin, President and CEO of Bvlgari.

Bvlgari’s booth will feature the elements incorporating a creative approach to the external and internal displays inspired by kinetic art and sartorialism. Reflecting Bvlgari's deeply Roman soul, the exhibition space invites visitors to immerse themselves into Italian culture, the Maison’s distinctive elegance and avant-garde creative vision, through the most beautiful shades of marble and a mix of precious materials.

SERPENTI AETERNA
The Power of Form and the Joy of Color

Bvlgari continues the metamorphosis of Serpenti, its most magnetic icon. A manifesto of pure form projected into the future, Serpenti Aeterna radiates with renewed energy. Entirely pavé-set with a vibrant composition of colored gemstones, this radical reptile plays with color, light, texture and form to express pure joie de vivre.

Serpenti Aeterna is sheathed in scintillating gemstones. A free and extraordinary composition unfolds its essential lines into sculptural volumes, both playful and precious. Here, the Roman jeweller orchestrates a harmony of stones in varying dimensions, cuts and hues. Within this rich palette, each gem asserts its individuality, shaping a charismatic aesthetic.

A Masterpiece of Goldsmithing

“The Serpenti Aeterna reveals itself as a true canvas; it embodies the very sublimation of the serpent's sign, woven into each of its elements. It is a serpent of purified essence, where the iconic figure has transformed into a timeless symbol and an inimitable signature. More than a creation, the Serpenti Aeterna is, fundamentally, a concept,” explains Fabrizio Buonamassa Stigliani, Bvlgari’s Product Creation Executive Director.

Serpenti Aeterna enters a new sculptural dimension through Bvlgari’s savoir-faire. Rubellite, amethyst, topaz, emerald, citrine, sapphire, tanzanite, pink and Paraíba tourmaline, tsavorite and peridot: 122 stones have been selected for their rare nuances. In a variety of cuts and sizes — round, brilliant, princess, pear and oval — the gems are arranged in a composition that is at once surprising and perfectly orchestrated.

Forged in rose gold and fully gem-set, this serpent required a patient dialogue between creative vision and technical mastery. Bringing it to life required 225 hours of development, 185 hours devoted to stone selection and preparation, and more than 60 hours of setting.

The purity of white diamonds responds to the vibrancy of the colored stones. Their brilliance traces the serpent’s silhouette, encircling the exuberant gems as if to capture their energy. An entirely pavé-set dial, with a radically stylized reptilian head, underscores Serpenti Aeterna’s striking graphic presence. Inside the bracelet, openworked hexagonal scales bathe the stones in light, creating endless variations and plays of transparency.

Through this long creative process, the serpent is reborn as a symbol of vitality and transformation — joyful and intense. The free, luminous personality of this radical yet precious reptile celebrates movement and channels the energy of color.

Serpenti Aeterna in Yellow Gold

For the first time, Bvlgari reveals the silhouette of Serpenti Aeterna in yellow gold. This noble, solar metal heightens its sophisticated design and distinctive allure — a way of wearing it that combines everyday ease with precious refinement.

A few lines of diamonds, set at the ends of the bangle bracelet and along the graphic head and tail, define volumes that are both taut and curved. The purity of the stones echoes the iridescent softness of white mother-of-pearl on the dial.

Serpenti Aeterna becomes an extraordinary jewel, evolving through modularity. Its fluid curve wraps the wrist in an almost instinctive gesture, designed to be freely combined with other bracelets from the Maison, expressing the many facets of a singular personality.

Serpenti Aeterna gives form to a powerful idea. Freed from figurative expression, the icon distils into a line, a tension and an energy. A design object of avant-garde elegance, adorned with radiant gems or forged in solar yellow gold, the serpent reveals its quintessence through extraordinary transformations.

BVLGARI DIGITAL PASSPORT
A Digital Journey into the World of Bvlgari

Bvlgari takes the next step in its digital evolution with the introduction of the Bvlgari Digital Passport for watches, just months after the launch of the Connected Jewelry in 2025.

Since 2020, a Datamatrix — a scannable encrypted 2D code — has been discreetly engraved on the back of every Bvlgari watch as an industrial traceability tool. Today, this technology evolves into a client-facing innovation, transforming each timepiece into a gateway to its own digital identity and opening a new chapter in the Maison’s connected journey.

Across the Bvlgari universe, from High to Fine Jewelry creations, every piece is progressively becoming part of a seamlessly connected ecosystem. Each creation is paired with its own digital identity, extending the Maison’s craftsmanship into a new dimension of transparency, trust and enhanced ownership.

The Bvlgari Digital Passport is an immutable digital record designed to store the unique characteristics of every creation. Accessible via the Bvlgari Touch application and the dedicated site, the digital identity can be retrieved by the client anytime, anywhere, directly from the watch itself. By downloading the app, available on iOS and Android, and scanning the Datamatrix engraved on the caseback or, for jewelry creations, by simply pointing the camera at the engraved serial number — powered by Connected Jewels' advanced OCR technology — owners instantly access their Passport. No login is required and no personal data is collected, ensuring a seamless and secure experience.

Within the Bvlgari Digital Passport, clients can discover detailed technical specifications, warranty information, authenticity confirmation, certificates and traceability data related to their specific watch. The experience also offers curated editorial content that brings the creation to life, including insights into the craftsmanship behind the timepiece, the inspiration behind its design and the savoir-faire involved in its development. Through images and dedicated storytelling, the Passport deepens the understanding of the watch and strengthens the emotional connection with the Maison.

Powered by Aura Blockchain technology, the Bvlgari Digital Passport guarantees authenticity, traceability and the integrity of each creation over time, reinforcing Bvlgari’s longstanding commitment to excellence and transparency.

More than a technological advancement, the Bvlgari Digital Passport represents a natural evolution of the ownership experience. It enriches the relationship between client and creation, offers reassurance and trust, and enhances product experience through meaningful digital continuity.

Jonathan Brinbaum, Managing Director of Bvlgari Watches, comments:

“This is a truly unique feature in the Swiss watch industry and a significant milestone in Bvlgari’s digital journey. Introduced as a traceability tool, the Datamatrix now becomes the natural next step in enhancing our clients’ experience. By transforming each watch into a gateway to its own digital passport, we provide a simple and secure way to demonstrate authenticity while offering enriched transparency and interaction. Craftsmanship and cutting-edge technology come together to create lasting value for our clients.”

With the Bvlgari Digital Passport, the Datamatrix, and the serial number engraved on each jewelry creation, become more than a code. They create a lasting link between the client, their watch and the world of the Maison, where innovation enhances tradition and technology serves the timeless beauty of Bvlgari’s savoir-faire.