Few creations have captured the imagination like the Bulgari Serpenti. More than a watch, it is a living symbol — of transformation, seduction, and eternal renewal. For over seven decades, the serpent has coiled itself around history’s most glamorous wrists, becoming an icon of style and power.

The First Coil: Serpenti Tubogas (1948)

 

In 1948, Bulgari unveiled the first Serpenti Tubogas. With its supple, coiling bracelet and modernist lines, it embodied post-war Italian elegance. Tubogas — crafted without soldering — gave the serpent its fluid, snake-like movement. 

A design marvel that would define Bulgari’s daring spirit.

Secrets of Seduction: The 1950s–60s

 

The following decades gave birth to Serpenti’s most enchanting form — the secret watch. With gem-set eyes, enamelled scales, and dials hidden beneath a serpent’s head, these pieces blurred the line between high jewelry and horology. 

They were not mere timekeepers but guardians of mystery and allure.

Serpenti Seduttori (2019)

 

Decades later, Bulgari reimagined the serpent for a new generation. Introduced in 2019, the Serpenti Seduttori is sleeker, with a stylized drop-shaped head and a scale-inspired bracelet that hugs the wrist in elegance. 

Designed to be worn every day, Seduttori carries the serpent’s legacy into modern life — seductive, refined, and unmistakably Bulgari.

 

Serpenti Aeterna (2025)

 

To celebrate its 140th anniversary, Bulgari unveiled the Serpenti Aeterna in 2025. A radiant masterpiece, it is sculptural in form and adorned with diamonds that echo the serpent’s mythical skin. With its dramatic design and dazzling presence. 

Aeterna represents Serpenti at its most artistic — a creation born to honor eternity itself.

 

A Legacy in Motion

 

Through each decade, Serpenti has remained more than a watch — it is a talisman. A creature of myth reborn in gold and diamonds, a fusion of Italian artistry and Swiss precision. From Cleopatra to contemporary icons, Serpenti continues to seduce, coil, and endure.

Bulgari Serpenti. A serpent that tells time — and transcends it.