Bulgari: Rome, Serpenti and Swiss Watchmaking

Sotirio Bvlgari opened his first Rome boutique on Via Sistina in 1884. He came from Paramythia in Greece, where he had learned silversmithing. In Rome his shop brought together silver ornaments he made and a selection of precious objects and antiques.^[1]

A larger store opened on Via dei Condotti in 1905. By the early 1920s, Sotirio’s sons Giorgio and Costantino had widened the offer to timepieces and more elaborate jewellery. The shift carried the business beyond its first assortment of silver ornaments and selected objects.^[1,2]

The distinctive V in the BVLGARI logo appeared in the 1930s, inspired by ancient Roman inscriptions. Geometric jewellery and convertible pieces also emerged in that decade: double clips could be worn separately, while parts of a necklace could become bracelets or brooches. Roman lettering and adaptable forms helped define the house’s identity.^[3]