Bvlgari celebrates 140 years with Aeterna in Shanghai

When Bvlgari unveiled its 140th-anniversary high jewelry and watches collection, Aeterna, in Rome this May, the centerpiece was the 140-carat diamond Serpenti Aeterna necklace, heralded as the most valuable – and priciest – piece ever created by the maison. Within an hour of the collection’s debut, the necklace was sold. Aeterna went on to generate record-breaking revenue in Rome for the Italian high jeweler. Following a stop in Kyoto, Japan, the third chapter of the Aeterna collection arrived in Shanghai on September 5. The grand opening was a glittering affair attended by Bvlgari global brand ambassador Liu Yifei and brand ambassador Zhao Lusi, alongside Bvlgari’s CEO Jean-Christophe Babin, creative director Lucia Silvestri, and consul general of Italy in Shanghai, Tiziana D’Angelo. In this latest partnership feature, Jing Daily sat down with CEO Babin to explore why Aeterna has generated “exceptional revenue” in a tough economic climate, and how Bvlgari has fine-tuned its strategy to better meet the needs of its growing client base in Asia. The flow of time Aeterna — meaning the magnificent flow of time — draws inspiration from three distinct design concepts. The “Flow of Time” is characterized by modular rhythmic designs, while Perpetual Cycles of Nature incorporates natural elements like serpents, flowers and sunlight. Lastly, the Evolution of Style honors Bvlgari’s Roman legacy through ancient coins and architecture. “We wanted our 140th anniversary collection to be our best yet,” says Babin. For years, the maison has been stockpiling extraordinary gems in anticipation of this moment. The design team meticulously researched Bvlgari’s archives to create pieces that blend the brand’s classic codes with its modern evolution and continuous innovation. “We’ve pushed the boundaries with this collection in terms of cuts, craftsmanship, and bold combinations to reach new levels of perfection,” Babin says. “This will compel us to strive even further in the future because each collection must continue raising the bar.” A prime example of this innovation is the iconic Bvlgari Serpenti, which has undergone what Babin calls a “multi-directional evolution.” This enduring Bvlgari symbol has been reimagined with new expressions of the serpent’s form, including designs featuring double heads. Large gemstones are integrated in inventive ways, and for the first time, some pieces showcase detachable pendants reflecting Bvlgari’s passion for adaptable jewelry. Among the exceptional pieces unveiled in Shanghai are the Serpenti Terra Mater necklace, which boasts a 63-carat Colombian emerald enveloped by the serpent’s head and tail, and the Sapphire Aeterna Waves necklace, with undulating diamonds and sapphires encircling a detachable 38.93-carat sapphire in a mesmerizing deep cornflower blue. The selection of luxury timepieces includes the Fuochi d’Artificio Secret Watch, adorned with over 3,500 gemstones. Traveling gems Upon entering the light-filled Rojo Cultural Space, a repurposed former steelworks, the scale of the Aeterna collection is breathtaking. Showcasing around 400 high jewelry pieces and high-end watches, the exhibition in Shanghai is as expansive and valuable as the debut event in Rome. “We’re moving towards fewer global events, but they’ll be bigger,” says Babin, outlining Bvlgari’s new strategy to focus on major markets with highly anticipated brand experiences. “Historically, the best pieces were reserved for Rome, but this time we’ve introduced only part of the collection in Rome, unveiling new highlights at each regional destination,” Babin explains. After Rome, Kyoto and Shanghai, the final stop will be Dubai in November. With global travel still impacted by volatile economic conditions and geopolitical tensions, particularly affecting routes to and from Asia, it makes sense for Bvlgari to bring coveted collections directly to its top markets. Though younger generations are increasingly inclined to purchase online – even for high jewelry and watches – creating excitement through exclusive events and one-of-a-kind pieces remains crucial for maintaining emotional connections and desirability among these top-tier buyers. “We recognize that not all of our clients can make it to Rome, so we’ve taken a more service-oriented approach. This way, our clients aren’t missing out due to global trends,” says Babin. As pieces are sold, Bvlgari’s artisans continuously add new creations to ensure every event remains equally impressive. Bvlgari’s 2024 Aeterna and 2023 Mediterranea collections highlight a shift in the high jewelry market, where cultural relevance and experiential marketing are essential for engagement. By blending its Roman heritage with subtle Chinese influences, Bvlgari positions itself at the forefront of a trend that values craftsmanship and meaningful storytelling, fostering deeper consumer loyalty. Eternally reborn: Celebrating 140 years Bvlgari has launched a series of campaigns and events to commemorate its 140-year milestone. Released in May, the Eternally Reborn campaign stars Bvlgari ambassadors Anne Hathaway, Zendaya and Liu Yifei, set against the opulent backdrop of the Eternal City. Known as the “jeweler to the stars,” Bvlgari was first introduced to the world by Hollywood actresses like Elizabeth Taylor and Sophia Loren in the 1950s, who showcased its bold, colorful creations. “We owe a lot to cinema, and we’ve always worked closely with creative actresses – it’s a natural and authentic platform to highlight our art,” Babin says. This year, the brand renewed its partnerships with both the Shanghai and Beijing international film festivals, where it served as the official partner and designated jewelry and watch brand. Bvlgari’s creations lit up the red carpet, worn by numerous Chinese stars, while the brand also crafted custom-designed medals and sponsored events celebrating cinematic history and innovation. These high-profile collaborations reinforce Bvlgari’s esteemed status in the high jewelry sector, further deepening its bond with China’s affluent consumers. Looking ahead, Bvlgari is poised to deepen its presence in China. “The Year of the Snake is a fantastic opportunity for us,” says Babin. “Bvlgari has been intertwined with the snake motif since 1948 – Bvlgari is the snake, and the snake is Bvlgari. We’ll be very active in China, with exciting products and events in collaboration with local artists.”

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Bvlgari celebrates 140 years with Aeterna in Shanghai