Bulgari's Serpenti Keeps Finding New Skin

Bulgari has been making serpent jewellery since the 1940s, which raises an obvious question every time the motif resurfaces: is there anything left to say with a snake?

At Watches and Wonders 2026, the house's answer was the Serpenti Aeterna, a fresh interpretation of its signature coiled form that leaned into bold Italian colour rather than pure minimalism — a Tubogas pink-gold necklace set with onyx and cushion-cut morganite was among the season's standout pieces. The Serpenti's staying power says something about how Bulgari has positioned itself among the 'Big Four' houses: less austere than Cartier, warmer in palette than Van Cleef, and consistently willing to let a single icon carry the brand's identity across jewellery and jewellery-watches alike.