S Is For Serpenti

Its 75th anniversary is the perfect occasion to take a look back at one of Bulgari's most enduring design motifs

- Caroline Suganda

Stirring a primal fascination like no other, the image of a serpent coiled in repose has served as one of the strongest icons through the millennia, fuelling many a creative mind. Steeped in cultural symbolism, filled with spiritual significance and imbued with artistic power, is it any wonder the serpent has captured the imagination of an Italian jeweller like Bulgari?

The Serpenti collection was launched in 1948, setting the stage for the serpent to become an endless source of creative inspiration for Bulgari in the years to come. Since its inception, the distinctive motif has taken its place among the brand’s central design codes, even as it evolved and developed through the decades.

Now turning 75, we look back on the Serpenti’s legacy, its timelessness, and its gift for infinite transformation in a watershed year for the motif and the House of Bulgari.

Stunning Symbolism

Revered by the ancient Greeks and Romans, the serpent has always been portrayed in ancient mythology as a creature that possessed transformative and regenerative powers due to its skin-shedding ability.

It quickly became a symbol of constant renewal, especially when it was depicted devouring its own tail — an image known as an ouroboros — because of how it forms an infinite circle without beginning or end. Its associations with the idea of infinity and the endless cycle of birth and death serve as the perfect wellspring of inspiration for Bulgari as it comes up with designs for its Serpenti collection. Whether in the realm of watches and jewellery or in their catalogue of luxury leather goods, the spirit of the Serpenti is ever-present.