Bvlgari Unveils Aeterna Collection With Magnificent Event in Rome

Bvlgari marked its 140th anniversary with the unveiling of Aeterna, a new high-end collection, at an expansive special event in Rome. The debut showcased over 500 items, including high jewelry, luxury watches, premium bags, and upscale fragrances. Held at the historic Terme di Diocleziano, the celebration also commemorated the recent public reopening of the ancient bath complex, renowned for its vast scale and rich historical artifacts.

The event attracted a global audience, including Bvlgari brand ambassadors Anne Hathaway, Priyanka Chopra Jonas, Liu Yifei, Shu Qi, Hikari Mori, and Alessandro Gassman. To highlight the anniversary, Priyanka Chopra Jonas wore the Serpenti Aeterna necklace, described as the most exquisite piece ever made by Bvlgari. The necklace features seven D flawless diamond drops totaling 140.00 carats and 698 baguette diamonds weighing 61.81 carats, symbolizing each year of Bvlgari’s operation.

The evening included a high-profile fashion show in the Chiostro Ludovisi, styled by Carine Roitfeld, featuring models Mariacarla Boscono, Blesnya Minher, Elisabetta Dessy, Isabella Rossellini, Carla Bruni, and Giacomo Cavalli. The performances began with a dance duet by choreographer Sadeck Berrabah and Eleonora Abbagnato, director of Teatro dell’Opera di Roma, blending classical and contemporary styles.

Following the fashion showcase, a gala dinner curated by Michelin-starred chef Massimiliano Alajmo took place at the Chiostro di Michelangelo. The evening concluded with a live performance by singer-songwriter Elisa.

Additionally, Bvlgari introduced the “Vista Aeterna” installation by Dutch designer Sabine Marcelis in Piazza di Spagna. The installation includes twelve travertine pillars with rotating colored mirrors that reflect the sunlight, creating a dynamic play of light and colors throughout the day.

In line with its commitment to innovation, Bvlgari also launched the Bvlgari Digital Passport, a blockchain-based system to securely store data on each high jewelry piece, ensuring transparency and security in product authentication. This digital initiative represents Bvlgari’s ongoing efforts to blend tradition with modern technology in the luxury sector.