Watches And Wonders 2025: Bvlgari’s Serpenti Aeterna Emerges As An Artistic Evolution

The serpent has long been a powerful symbol of renewal and infinite possibility, and in the hands of Bvlgari's visionary designers, it becomes a living testament to the brand's uncompromising creative spirit. Launched in the Year of the Snake, the Serpenti Aeterna, unveiled at Watches And Wonders 2025 emerges as a breathtaking statement of artistic evolution, stripping away every superfluous detail to reveal the purest, most elemental form of beauty.

Since its inception in 1948, the Serpenti collection has been a testament to Bvlgari's ability to continually reinvent a design while maintaining its core identity. The Aeterna emerges as the most radical interpretation yet, stripping away decorative elements to reveal the pure, elemental spirit of the serpent.

Fabrizio Buonamassa Stigliani, Product Creation Executive Director at Bvlgari, describes the design philosophy succinctly: "Aeterna is more than a timepiece or jewellery—it is the ultimate expression of Bvlgari's avant-garde vision." This statement encapsulates the profound approach taken in creating a piece that is simultaneously a watch, a piece of jewelry, and a work of art.
The Serpenti Aeterna represents a minimalist approach that paradoxically speaks volumes. Deliberately eschewing traditional decorative elements, the design focuses on pure geometric form. There are no scales, no eyes, no superfluous details—only the most elemental representation of a serpent.

The timepiece is a fluid, seamless bangle that embraces the wrist with an almost liquid grace. Crafted in rose gold or white gold and adorned with meticulously placed diamonds, it features an ingenious clasp mechanism that took two years to perfect. Subtle hexagonal scale motifs are etched invisibly on the inner contour, a hidden homage to the collection's rich heritage. The piece showcases Bvlgari's dual expertise in fine jewelry and high watchmaking. The white gold version features a snow-set dial with oversized gems creating a three-dimensional effect that transforms the piece into a sculptural masterpiece. Diamonds illuminate the gold, creating an interplay of light and precious materials that is quintessentially Bvlgari.

The Serpenti Aeterna carries deep symbolic meaning. It represents rebirth, transformation, and eternal elegance. The design captures the brand's Italian heritage while projecting a resolutely modern, avant-garde aesthetic.
Complementing the timepiece's launch, Bvlgari has curated an immersive exhibition space that tells the story of its horological journey. Seven carefully designed showcases guide visitors through the universe of Bvlgari, creating a dialogue between historical archival photographs and cutting-edge contemporary designs.

The Serpenti Aeterna is more than a watch—it is a statement of timeless creativity. It embodies Bvlgari's ability to honor its rich heritage while continuously pushing the boundaries of design and craftsmanship. As Buonamassa Stigliani notes, this is a piece designed to exist beyond the constraints of fashion and time—a true eternal icon.