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The Brief History
Bvlgari is an Italian brand with Greek origins that has captivated the world. The companys founder, Sotirios Bulgari, was born in 1857 in a small village in the Pindus mountains in northern Greece. For generations, the area was renowned for the art of silversmithing and craftsmanship that was passed from father to son. Boulgaris was educated in silversmithing by his father, distinguished by his talent as an artist and entrepreneur (Glover and Gibson 22). With the beginning of the Second World War, Bvlgari focused on the production of yellow gold pieces, excluding precious stones.
In the post-war years, the brand expanded its range to include platinum jewelry inlaid with diamonds, emeralds, sapphires, and rubies. It is important to note that in the late 1940s, Bvlgari successfully develops the manufacture of wristwatches (Glover and Gibson 23). The brand created the Serpenti snake-shaped wristwatch and the Tubogas bracelet by this time. The Tubogas bracelet was formed from long strips of gold or steel wrapped around a steel core. The gold spirals like snakes wrapped around the wrist and ended in a jeweled snakehead, in which the clock face was positioned. In the 1960s, the age of Dolce Vita, Bvlgari became famous among the Italian aristocracy and American socialites (Glover and Gibson 23). During this period, Bvlgari defined its aesthetic for jewelry and became a trendsetting brand. A key date for Bvlgari in watchmaking was 1975, when the brand introduced the BVLGARI ROMA gold digital wristwatch. The company released a limited edition of 100 pieces for select Bvlgari customers as a Christmas gift (Glover and Gibson 23). Jewelry from this period is characterized by its versatility for everyday wear.
These items consisted of individual modules executed in the same style and easily combined in several configurations. Meanwhile, Bvlgari designers began using unconventional materials for jewelry and watch steel, porcelain, silk, wood, and ceramics. In 2011 LVMH Moët Hennessy Louis Vuitton SE (LVMH) bought Bvlgari for an unbelievable $6 million (Glover and Gibson 23). Currently, Bvlgaris designers are elaborating on the main elements of watches, from molding gold allocations to processing, manufacturing, construction, and decoration of mechanisms, cases, dials, and straps. Bvlgari jewelry continues to be filled with vibrant colors of individuality, elegance, and distinctive style.
My Choice of Jewelry
I selected this brand through the Serpenti collection; it is one of the most recognizable collections of Bvlgari jewelry. I like that they use the snake to symbolize wisdom and eternal renewal. For Bvlgari jewelers, the snake was a source of inspiration. At the same time, the Serpenti name jewelry is distinguished by flexible forms and an unusual combination of precious stones, which looks especially sensual on a womans skin. I chose a Serpenti watch in yellow gold coated with white and blue enamel, 1960 (Glover and Gibson 27). The reason is that I like the watch cases oval shape and the watchs placement in the head of the snake. I am also impressed by the history of the brands development, which is why I decided to choose them as an example.
At the same time, the look can cure bright because of precious stones, but also laconic. It is essential to mention that the watch is made in an organic shape that is loosely curved to replicate the curves of the snakes body (Brommer 13). Interestingly, all watches match this shape because each element of the snakes body is used as a decorative detail. The watchs design replicated the snake and complemented it with expensive stones and a clock on the head. Hence, the jewelry fully satisfies the elements that are present in the organic form.
Works Cited
Brommer, Gerald. Illustrated Elements of Art and Principles of Design: Hands-on Activities, Full-Color Reproductions, Descriptions of Each Concept. Crystal Productions, 2011.
Glover, Susan, and Kayla Gibson. Made in Italy; How Culture and History have Shaped Modern Italian Business Environment, Political Landscape, and Professional Organizations. Journal of Business Diversity, vol. 17, no. 1, 2017, pp. 21-28.
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