September 1, 2019

Seducing the Senses

Bvlgari reimagines its iconic snake-inspired timepiece to create the
Serpenti Seduttori, a new collection that arrives this month at Cellini.

The Serpenti’s tale is deeply intertwined with Bvlgari’s past. The legendary Italian jeweler began making serpent-inspired designs in the late 1940s, tapping into the primordial power of this ancient symbol, which represents wisdom, rebirth and vitality in Roman mythology. Bvlgari embraced that serpentine motif and used it to showcase its artistry in a stylish new way. It didn’t take long for the Serpenti to become Bvlgari’s most recognizable symbol, one that remains as potent as ever more than 70 years after its debut.

This year, Bvlgari revisits its celebrated design to add the latest chapter to the Serpenti’s storied history. The result is the bold and indulgent Serpenti Seduttori collection, a creation that is sure to captivate those who’ve been seduced by previous incarnations of the Serpenti.

Bvlgari Serpenti Seduttori yellow gold

Diamonds decorate the bezel on the Serpenti Seduttori’s drop-shaped, yellow-gold case.


One of the most-interesting aspects of the Serpenti Seduttori is how Bvlgari combines elements from past designs to produce something that is fresh, but retains the core essence of the original.

It begins with the drop-shaped watch case, a visual motif that echoes the shape found in the Serpenti Tubogas collection, which has remained a popular choice for discerning women for decades. In the early Sixties, the Serpenti first gained the attention of an international audience thanks to Academy Award-winning actress Elizabeth Taylor, who was photographed wearing a Serpenti on the set of the blockbuster film, “Cleopatra” (1963).

Unlike the model worn by Taylor, however, the Serpenti Seduttori’s case is much thinner and more comfortable to wear, a result of Bvlgari’s supreme mastery of both traditional craftsmanship and modern manufacturing techniques. Inside each case beats a high-precision quartz movement that’s been personalized by the brand. A cabochon-cut gemstone set atop the crown serves as a constant reminder of Bvlgari’s heritage as a world-class jeweler.

Bvlgari Serpenti Seduttori white gold

Italian for “seductive” – the Seduttori lives up to its name with its sensual curves and supple bracelet.


Like the Serpenti Seduttori’s case, its flexible bracelet gleans some inspiration in the past. According to Bvlgari, the design harkens back to the original Serpenti bracelet. Even so, the Serpenti Seduttori is a thoroughly modern incarnation.

The bracelet, which is seamlessly integrated into the case, is made up of small, hexagonal links. When arranged side by side, these smooth links form a tessellated pattern that calls to mind the scales of a snake. Beyond its naturalistic design, the bracelet is a delight to wear thanks to smooth and supple links that embrace your every move.

Bvlgari Serpenti Seduttori deconstructed

The newly designed bracelet’s hexagonal links evoke the scales of a snake.


For the collection’s debut, Bvlgari offers nine versions of the Serpenti Seduttori. There are three incarnations without diamonds: rose gold, stainless steel, and stainless steel with a rose-gold bezel. Four others feature a diamond-set bezel, including models in rose, white or yellow gold, as well as one in stainless steel with a rose-gold bezel. For those who crave the ultimate jewelry version, Bvlgari offers full-pavé models in rose or white gold that are “snow set” with white brilliant diamonds on the bracelet, bezel and dial.

Bvlgari’s latest designs champion boundless creativity, leveraging the unique heritage of the Roman jeweler to create iconic modern timepieces. “Our capability of fusing edgy, magnificent Italian design with the ultimate Swiss engineering and craftsmanship — this is why I talk about rinascimento [renaissance] from Bvlgari. It is truly a revolution of design and technology,” says Jean-Christophe Babin, CEO of Bvlgari.

This exciting interpretation of the famous Serpenti underscores how adept Bvlgari is at using bold design, powerful symbolism and visionary style to generate timeless appeal.

Click here to view the Bulgari collection online at Cellini Jewelers.

Bvlgari Serpenti Seduttori trio

The Serpenti Seduttori collection includes non-diamond versions, pieces with diamond-set bezels, as well as full-pavé models.