Bvlgari Launched its Most Elaborate Collection on its 140th Anniversary

Bvlgari has launched its most elaborate high-end collection till date named Aeterna. Marking a milestone, Bvlgari celebrated its 140th anniversary with the event at Rome’s Terme di Diocleziano, showcasing a collection of over 500 creations, including high-jewellery watches, high-end bags, high jewellery and even fragrances – all a tribute to the brand’s heritage.

The venue, Terme di Diocleziano, is one of Rome’s most ancient architectural complexes, spanning over 13 hectares. This historic site was once the largest bath complex in ancient Rome, capable of accommodating up to 3,000 people at a time. The event drew an international roster of guests, including Bvlgari’s brand ambassadors Anne Hathaway, Priyanka Chopra Jonas, Liu Yifei, Shu Qi, Alessandro Gassman and Hikari Mori. For the event, Priyanka Chopra Jonas adorned the Serpenti Aeterna necklace, the most sought after high jewellery piece ever crafted by the Roman Maison. This necklace features seven D flawless diamond drops of 140 carats – one carat for each year of the brand’s history – and 698 baguette diamonds weighing 61.81 carats, and is said that it took over 2,800 hours to complete.

For the occasion, a Dutch designer, Sabine Marcelis, created “Vista Aeterna”, an immersive installation gifted to the city of Rome under the auspices of Fondazione Bvlgari, a foundation set up by the brand in March 2024 to protect Italy’s artistic legacy along with other ventures. 

This contemporary interpretation of Rome’s urban landscape will be displayed at the iconic Piazza di Spagna from May 19 to June 15, 2024. The artwork features 12 travertine-based pillars adorned with reflective coloured mirrors that rotate continuously throughout the day, tracing the sun’s path from dawn to dusk.