Bulgari is celebrating 140 years with Aeterna, a set of excessive jewellery that’s steeped in its historical past

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Just as “Rome was not inbuilt a day”, based on the well-known proverb, so the brand new assortment of excessive jewellery that Bulgari has devoted itself to, and which was introduced on Monday 20 May in Rome, with a night occasion The Museum of Terme di Diocleziano is maybe the one that attempted greater than some other to beat the obstacles of time. From its identify, “Aeterna”, taking the attribute Emperor Augustus already related to the town the place Bulgari was based in 1884.

“We determined to rejoice 140 years with a set that marks a brand new chapter in our historical past, whereas persevering with – explains CEO Jean-Christophe Babin -. To create Aeterna we gave our grasp craftsmen extra freedom and time than ever earlier than, to permit them to create really everlasting jewels.”

More than 2,400 hours had been required, a file quantity, to create the Serpenti Aeterna necklace, essentially the most treasured necklace ever created by Bulgari in its lengthy historical past, enhancing the purity and timelessness of the diamond from a treasured stone of greater than 200 carats divided into seven drops totaling 140 carats, a quantity that corresponds to the age of the maison (which is price a number of million euros, and which appears to have already acquired a number of buy provides inside just a few hours of its launch). 1,700 hours had been spent on the Sweet Wreath necklace, a crown of colours, within the pure model of Bulgari, the place tourmalines, tanzanites, topazes and diamonds meet. And two years of tirelessly looking for the right sapphires lastly led to the creation of the Sapphire Brocade necklace. «The great thing about luxurious is that there aren’t any limits – provides Babin -. The future should make the previous higher and that is an thrilling problem for our designers but in addition for our skilled goldsmiths, who’re deeply concerned within the inventive course of.”

In order to develop these treasured figures, as a part of the growth of the manufacturing of Valenza, Bulgari can be finishing a brand new faculty: «Where we have now a pool of 700 goldsmiths who work primarily on on a regular basis jewellery (which might attain a worth of 100 thousand euros. , no), however which supplies them the chance for a job that may lead them, after about 10 years, to the laboratory excessive jewellery in Via Aurelia in Rome”. The Rome atelier can even develop, transfer its headquarters and alter its identification: «In 2026 we’ll open a brand new manufacturing facility within the Eur constructing (the previous headquarters of the Urban Planning division of the town, no) that we’ll return to its authentic magnificence: will probably be large, however above all we’ll make it out there to vacationers, prospects and collectors, a particular and comfy place to welcome them in one of the simplest ways and provides them the chance to see and recognize carefully how our treasures are made.”

The buy of excessive jewellery, in addition to of essentially the most unique varieties of different classes akin to watches and equipment, drives the gross sales of Bulgari, in a state of affairs that seems to be a brand new regular, after extra purchases that affected luxurious in 2023. The proof of that is that for the primary time Bulgari introduced a “jewelry perfume”, a aromatic creation with essentially the most treasured uncooked supplies saved in a bottle made by the maison’s skilled goldsmiths and in addition embellished with a Serpenti necklace, price 200 thousand euros: “Our advantageous jewellery is among the strongest and on the identical time enjoyable methods to take a position, prospects know this nicely – Babin emphasizes -, and so they know this as a result of they understand it higher and higher, and due to the communication work carried out in recent times. In the previous this market was very sensible, related to particular person relationships. Today is an actual jewellery season, with wonderful occasions, protecting every kind of merchandise.”