Bvlgari Serpenti Infinito, the Year of the Snake in Shanghai
Bvlgari Serpenti Infinito: starts celebrating the Year of the Snake in Shanghai through a unique exhibition combining contemporary art inspired by its legendary icon crafted by 19 international and Chinese artists, and its new 2025 Serpenti collections.

Bvlgari is Serpenti and Serpenti is Bvlgari: an inseparable connection bound by a shared legacy of transformation and irresistible magnetic attraction.
Having made it’s way into history as the icon of endless metamorphosis, this mythical symbol, representing the snake’s ability to shed its skin, a metaphor of eternal rebirth, bridges cultures from East to West, evolving through layers of meanings.
The 2025 Evolution
On this journey of unlimited reinvention, Bvlgari unveils Serpenti Infinito, its latest communication concept that delves into the transformative power of this iconic emblem.
Embodying the essence of eternal transformation, Serpenti Infinito captures the essence of time, beauty, and perpetual evolution and invites to a realm of infinite possibilities that unfolds around this symbol and the potentially infinite creative expressions and interpretations it can embody.
Of course, this evolution continues today with the launch of new Serpenti jewelry, watches and leather goods 2025 creations, and with the new Serpenti Infinito advertising campaign that connects the strength of the icon with the symbol of infinity, evoking perpetual cycles of creation and renewal.
An exploration that reaches new heights in 2025, the Year of the Snake in the Chinese tradition, marks a significant milestone for the Roman High Jeweler. An exploration that reaches new heights in 2025, the Year of the Snake in the Chinese tradition, marks a significant milestone for the Roman High Jeweller.
Furthermore, this event offers a unique occasion to explore the shared cultural significance of the serpent and connect Bvlgari’s creative vision with the rich tradition of Chinese culture.
To celebrate the occasion, a new worldwide journey of Serpenti Infinito Exhibitions will make its debut in January in Shanghai, and subsequently, it will continue throughout the year, ultimately bringing under the spotlight the vibrant bond between the serpent and art.
The Serpenti Collection
For almost eight decades since its first imagining in 1948, Bvlgari Serpenti continues to evolve. It remains a symbol of timeless elegance.. A transformation that endures with the introduction of new jewelry, watches and accessories creations.
Embodying the sign’s purest essence, the Serpenti Viper creations keep unveiling the infinite potential behind the essential yet distinctive design element of the stylized scale. Furthermore, they are now interpreted in new colors of gold, either plain yellow or rose.
They also feature added diamonds, which enhances their luxurious appeal.. The new creations feature exceptional craftsmanship and versatile designs, effortlessly enhancing any look with their captivating contemporary appeal.
Sets
The new Serpenti Viper sets feature a sleek necklace and hoop earrings, showcasing iconic design in rose or yellow gold. A new bracelet and ring in white gold enhance stacking options, featuring a looped design with diamond pavé accents.
Rings
Four Serpenti rings, launching in select boutiques, feature rose gold, diamonds, and colorful gemstones inspired by Bvlgari’s High Jewelry.. Moreover, a full diamond iteration in white gold captivates with the brilliance of its baguette and brilliant-cut gems.

Watches
In the realm of watches, the iconic and irresistible Serpenti Seduttori and Serpenti Tubogas obviously continue to amaze., a timepiece with the soul of a jewel, the Serpenti Seduttori combines the sleek refinement of stainless steel with the sparkle of a diamond-set bezel.
Sinuous, elegant, and light, its supple bracelet—made of intricate hexagonal elements inspired by the scales of a serpent—beautifully matches a drop-shaped case representing the head of the mythical animal.
A blend of tubular-inspired aesthetics, ingenious craftsmanship and distinctive sinuosity, the Serpenti Tubogas watch unites two emblems of Bvlgari’s design. Crafted in rose gold and stainless steel with a touch of pavé diamonds, the timepiece coils around the wrist with its legendary flexible bracelet, achieved without any soldering. Versatile, iconic as well as timeless, the creation marks a significant chapter in the endless evolution of Serpenti.
Handbags
Finally, in the world of Leather Goods, the Serpenti universe warmly welcomes a new bag: the Serpenti Cuore 1968. As the name reveals, its distinctive shape recalls the two halves of a heart that complement each other. Specifically, one half comprises the bag’s body, while the other features the sinuous snake body-shaped metallic handle.
This design, inspired by the iconic Bvlgari Serpenti Harlequin jewelry-watch from 1968, features embellishments with multicolored enamels.. Crafted in premium matelassé calf leather with a visually appealing and soft padded effect, the heart-shaped bag is completed by a detachable Icon chain strap for multiple wearabilities.
An ultra-sparkling animation of the style is entirely covered by almost five thousand hand-applied crystals, thereby blending jewelry DNA with superior attention to detail, timeless design, as well as magnificent craftsmanship.
To explore the 2025 collection, visit www.bulgari.com.