Bulgari continues to deepen its luster in China with the launch of its Mediterranea High Jewelry and High-end Watches collection in Shanghai on November 16. The latest high jewelry masterpieces, characterized by dazzling colors inspired by the diverse cultures of the maison’s Mediterranean origins, were unveiled at a dazzling exhibition and a star-studded gala dinner attended by Bulgari’s brand ambassadors and celebrity friends, including Shu Qi, Liu Yifei, Hu Jun, and Su Youpeng.
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Bulgari CEO Jean-Christophe Babin, Bulgari global ambassadors Shu Qi and Liu Yifei, actors Su Youpeng and Hu Jun, and Bulgari Greater China MD Vincenzo Pujia celebrate Bulgari’s heritage, culture and beauty in Shanghai. (Swipe left) Photo: Bulgari
According to Bain & Co and Altagamma’s Luxury Goods Worldwide Market Study, the personal luxury goods market in China is forecast to grow between 5 percent and 12 percent this year alone. It will swell to 2.5 times the size of 2020’s luxury market by 2030. Hard luxury is poised to be a top-performing category; however, young consumers are seeking uniqueness over status, so connecting with creativity and authenticity is vital.
Bulgari has been building on its strong commitment to the China market and cultivating emotional connections through its passions for art and culture. From artist exchanges at CIIE to a Serpenti retrospective that reimagined the classic Bulgari motif through the works of five Chinese contemporary artists, these collaborations serve as excellent examples of accentuating cultural and generational relevance, as well as shared values inherent in the brand's historic DNA. Wealthy Chinese consumers, both in China and around the world, are taking note.
“We measure our success not by nation but by the nationality of our customers,” Bulgari CEO Jean-Christophe Babin told Jing Daily at the Mediterranea launch. This distinction is becoming more apparent for luxury brands as post-pandemic trends are seeing increasing numbers of high-net-worth individuals (HNWIs) migrating from China and traveling abroad to buy luxury goods in shopping destinations.
“In 2023 to date, we are seeing double-digit growth from Chinese customers. This growth is partly from within China and partly from Chinese buying outside of China, but it shows the Bulgari brand is very desirable, thanks in part to all the activities and events that we are currently doing in China,” says Babin.
Dazzling China with cultural integration#
Founded in Rome in 1884, the luxury jeweler is synonymous with exquisite craftsmanship, visionary designs, and a vivacious Italian lifestyle spirit. Its bold and glamorous pedigree has made the brand a Hollywood and celebrity favorite for almost 140 years.
Art, culture, and celebrity continue to hold significant value in China, and Bulgari's localized marketing strategy delves into its deep connections with these themes. This is achieved through meticulously curated art exhibitions, cultural initiatives, and partnerships with influential local celebrities who serve as brand ambassadors.
To celebrate the 75th anniversary of Bulgari’s Serpenti icon, the maison presented the “Bulgari Serpenti 75 Years of Infinite Tales” exhibition in Shanghai in March 2023. Curated by Chinese artist Cao Dan, the event invited five Chinese contemporary artists to reimagine the serpent motif from ancient civilizations of the East and West.
Visitors explored a museum-worthy collection of historical snake statues and artifacts alongside famous Serpenti creations from the Bulgari Heritage collection and bespoke Chinese artworks, all serving to link art, culture, and design from East to West and through the ages. An artificial intelligence-generated work by multimedia artist Refik Anadol further propelled the Serpenti legend into the future.
Taking this mission a step further in November, Bulgari brought its unique perspective on cultural and artistic exchanges to the diplomatic arena at the sixth China International Import Expo (CIIE). At Bulgari’s “East Meets West” forum, CEO Babin and top Bulgari executives met with ambassadors, diplomats, and entrepreneurs from China and Italy to discuss new paths to advance cooperation between East and West.
Offering a profound artistic interpretation of the forum’s vision, Chinese artist Qiu Anxiong and Italian artist Giuseppe Lo Schiavo joined forces to craft an artwork, using AI technology to merge their creations from different cultural perspectives.
A Mediterranean high-jewelry journey celebrating cultural diversity#
Consumers may appreciate culturally attuned brand storytelling, but sophisticated Chinese consumers also demand genuine authenticity through unique products. Bulgari’s present-day collections remain intrinsically linked to history, culture, and beauty, and the 2023 Mediterranea High Jewelry collection is a dazzling case in point.
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Embodying Bulgari’s most sophisticated multifaceted spirit and universal language of beauty and excellence, the new high jewelry collection pays homage to the Mediterranean Sea with phenomenal craftsmanship of stunning gems. (Swipe left) Photo: Bulgari
The collection is described by Bulgari as “a captivating blend of Mediterranean inspirations connecting Eastern and Western cultures, Byzantine and Roman vibes, as well as references to the spices of North Africa and Southern Italian Baroque sumptuousness.” It brims with a kaleidoscope of colorful gems and architecturally inspired patterns from European, African, and Asian cultures along the Mediterranean Sea.
Bringing classic Bulgari celebrity glamor, China’s A-list actors were out in full force at the Shanghai launch last week, including global ambassadors Shu Qi and Liu Yifei, both spotted wearing signature pieces from the Mediterranea collection.
Speaking at the event, Bulgari CEO Babin said: “Chinese are not only our first nationality worldwide but also the fastest-growing market, despite the slowdown. China, as a single country, is our first country as well. Looking forward, I believe China still has the biggest growth potential, more so than Europe or the US, and will remain a main engine of growth not only for luxury brands but in many different fields.”
Rome wasn’t built in a day, and despite shifting Chinese wealth demographics and a global slowdown, the Roman jeweler intends to continue celebrating glamor and cultural exchanges with Chinese consumers through its luxury craftsmanship and artful collaborations. With the maison’s 140th anniversary coming up in 2024, we can expect more high-profile events to come.