In the mesmerizing tapestry of Chinese lore, each year is guided by a mythical creature, weaving tales of fortune, wisdom, and destiny. For 2025, the oracles of the dragon kingdom have unveiled the Year of the Snake—a symbol of transformation, elegance, and intuition. As the calendar turns, the world has eagerly embraced this sinuous muse, drinking deeply from the well of serpentine inspiration. From fashion to jewelry and even horology, mega brands are crafting creations that coil with innovation, celebrating the New Year with hypnotic allure.
Among these, Bulgari slithers to the forefront with its spellbinding Serpenti Infinito collection, an audacious reimagining of its iconic serpent motif. Like the snake shedding its skin, this new line breathes fresh life into a classic silhouette, embodying eternal renewal and boundless sophistication.
Bulgari and the Snake
2025 is far from Bulgari’s first rendezvous with the serpent. This enigmatic creature has slithered through the storied brand’s archives for over 75 years, becoming an enduring mascot of the Italian maison. The serpent first coiled its way into Bulgari’s history in 1948 as a groundbreaking jewelry-watch designed to wrap seductively around the wrist. Created by Sotirio Bulgari, the house’s visionary founder, this innovation was brought to life using the tubogas technique—a feat of craftsmanship inspired by the coiled elegance of industrial gas pipes.
By the 1950s, Bulgari’s serpent began to take on a life of its own, evolving from a simple silhouette into a more lifelike interpretation. This transformation culminated in the 1960s, a golden age of experimentation, where the serpent became a canvas for artistic ingenuity, adorned with vibrant gemstones and intricate colored enamels.
Over the decades, Bulgari’s serpent has continued to shed its skin, adapting and evolving to meet the spirit of the times. It has graced necks, wrists, and fingers in forms ranging from delicate fine jewelry with a whisper of mystery to bold high-jewelry pieces boasting anaconda-like grandeur. The serpent has even ventured into unexpected realms, adorning handbags with its hypnotic gaze. Today, it stands as an icon of craftsmanship, sensuality, and untamed creativity—an enduring testament to Bulgari’s jewelry mastery.
Thus, when the Chinese oracles proclaimed 2025 as the Year of the Snake, Bulgari rose to the occasion with a lineup of creations that meet the moment—unflinching and unrattled. The Serpenti Infinito collection continues the legend, blending the serpent’s timeless allure with a modern twist, ensuring that this creature of myth and mastery remains as beguiling as ever.
The Bulgari Serpenti Infinito Collection
While the snake motif is no stranger to Bulgari’s repertoire, this latest rendition has already caused quite a stir. Not only does the Serpenti Infinito collection showcase the maison’s unrivaled technical prowess, but it also doubles as a limited-edition homage to a year steeped in symbolism. And when it comes to limited editions, collectors know the allure is as irresistible as the serpent’s hypnotic gaze—these pieces are destined to vanish from shelves in the blink of an eye.
In this collection, the serpent undergoes yet another metamorphosis, taking on myriad forms that enchant and captivate. Crafted in rose gold and white gold, some pieces are generously peppered with diamonds, while others embrace a more minimalist elegance, letting their sculptural beauty speak for itself. The collection also boasts designs baptized with flawless colored stones—sapphires, rubies, and emeralds—that evoke the mysticism and regality long associated with the serpent.
Among the standout creations are the Serpenti Infinito rings. Petite yet commanding, these pieces wrap gracefully around the finger like a serpent coiling with intent. Available in both rose and white gold, each ring is crowned with a striking colored stone at its head—a detail that nods to the snake’s mythical power and eternal allure. The bold simplicity of these rings makes them true head-turners, proving that sometimes, the smallest details leave the biggest impression.
Equally mesmerizing are the Serpenti Infinito necklaces, which elevate the collection to celestial heights. My personal favorite is the ruby and diamond necklace, an exquisite piece that curls around the neck with an almost spiritual grandeur, reminiscent of a ceremonial crown. This design marries fiery rubies with radiant diamonds and sleek onyx, creating an unbroken loop that echoes the infinity symbol. It’s a poetic masterpiece, embodying the eternal cycle of renewal and underscoring the collection’s timeless appeal.
The Bulgari Serpenti Infinito Exhibition
As if to take a victory lap for crafting this masterpiece of a collection, Bulgari will host an exclusive exhibition to celebrate its unveiling. The Bulgari Infinito Exhibition will take place from January 9–16, 2025, at the historic Zhangyuan in Shanghai, offering collectors, connoisseurs, and enthusiasts an immersive journey into the world of Serpenti Infinito.
The artistic exhibition promises to be a feast for the senses, blending history, innovation, and cultural artistry. Among the highlights will be a historical Chinese ritual bronze wine vessel adorned with snakes, dating back 3,000 years, showcased alongside 28 contemporary artworks from 19 emerging international artists, including rising Chinese talents. Bulgari has also ventured into the frontier of AI-driven creativity, commissioning cutting-edge pieces that merge tradition and technology.
Guests will also be treated to an awe-inspiring display of Bulgari’s Serpenti heritage collection, spanning the last 75 years, as well as new High Jewelry Masterpieces crafted exclusively for the exhibition. This extraordinary event encapsulates the spirit of renewal and transformation embodied by the serpent, making it an unmissable celebration of artistry and legacy.
The Year of the Snake
The Year of the Snake holds profound meaning in the Chinese zodiac, symbolizing transformation, renewal, and spiritual growth. As the sixth animal in the 12-year zodiac cycle, the snake represents wisdom, intuition, and the power of shedding old skins to embrace new beginnings. This Year of the Snake will span from January 29, 2025, to February 16, 2026—a period poised to inspire creativity and celebration across the globe.
It is against this symbolic backdrop that Bulgari unveils its Serpenti Infinito collection, a tribute to the snake’s enduring mystique and its timeless resonance with themes of evolution and reinvention.
Featured image: Bulgari
Amanda Akalonu is dedicated to weaving together the worlds of jewelry, watches, and objects through a lens of literary storytelling.
