As the Lunar New Year approaches, the snake—a symbol of wisdom and renewal—takes center stage in the world of luxury jewellery. The festivities, which begin with the new moon between January 21 and February 20 (this year falling on January 29), last for 15 days and are celebrated globally, particularly in China. Each year, the Chinese zodiac introduces a new animal, offering brands a unique opportunity to connect with Chinese consumers. According to Euromonitor International, spending by Chinese consumers on personal luxury goods is expected to hit $65 billion by the end of 2025.
“Luxury brands can strengthen their appeal to Chinese consumers, both domestically and abroad, by embracing cultural events like Chinese New Year and weaving these themes into their marketing strategies,” says Fflur Roberts, head of luxury goods at Euromonitor International. “The snake, already a popular design in high-end jewellery, is poised to become even more prominent, making 2025 a standout year for snake-inspired collections.”
Bvlgari: A Legacy of Serpentine Elegance
When it comes to snake-themed jewellery, Bvlgari leads the pack. The Italian luxury house first introduced the serpent motif in 1948 with a watch that featured the Tubogas technique—a method where a metal strip is coiled to create a flexible bracelet. The watch’s square case represented the snake’s head, wrapping elegantly around the wrist.
The design gained global attention in 1962 when actress Elizabeth Taylor was photographed wearing a diamond-encrusted Serpenti watch on the set of Cleopatra. The watch, with its face nestled in the snake’s mouth, sparked widespread intrigue, especially as rumors swirled about whether it was a gift from her then-husband Eddie Fisher or her future husband Richard Burton. This moment helped cement Bvlgari’s international reputation.
“The serpent has always been a powerful symbol and signature of Bvlgari,” says Laura Burdese, the brand’s deputy CEO. “It carries a vintage charm yet feels incredibly modern. Plus, its versatility makes it highly wearable.”
Celebrating the Serpent in Style
To reinforce its connection with the serpent motif, Bvlgari is hosting an exhibition titled Serpenti Infinito at Shanghai’s Zhang Yuan, a historic cultural district dating back to the 1880s. The exhibition will later tour globally. The showcase features works by Chinese and international artists, alongside high jewellery pieces like a chain sautoir necklace adorned with a 140.53-carat rubellite.
In addition, Bvlgari has unveiled a new fine jewellery collection featuring Tubogas Serpenti designs, including necklaces, bracelets, and rings crafted from gold, diamonds, and onyx.
“Some clients have built entire collections of Serpenti pieces over the years, which is truly remarkable,” says Lucia Silvestri, Bvlgari’s jewellery executive creative director. “This exhibition will allow them to see how we’ve creatively evolved the snake motif over time.”
As the Year of the Snake approaches, Bvlgari’s serpent-inspired designs are set to captivate luxury enthusiasts worldwide, blending tradition with contemporary elegance.
Related topic:
- Jamie’s Fine Jewelry to Close Permanently at End of March
- Fans Speculate Meghan Markle Has Altered Her Engagement Ring Again
- Luxury or Toy? POP MART Launches Jewellery Brand POPOP
