In the world of fine and high jewellery, the word “iconic” is everywhere. It’s carved into press releases, whispered on red carpets, folded into product campaigns. But in 2025, as tastes shift and new generations redefine what they want from the objects they wear, the meaning of the word is changing.
To be iconic today is not merely to be recognisable. It’s to remain relevant—to evolve while staying anchored in something essential. And that’s the idea Bvlgari explores in its new Eternally Iconic campaign: a celebration not of permanence, but of progression.
The house’s core collections—Serpenti, B.zero1, Octo, Tubogas, and Divas’ Dream—are not icons because they’ve remained untouched. Quite the opposite. They are designs that have welcomed reinterpretation over decades without ever losing their central identity. If Serpenti still seduces, it’s because its form adapts while its symbolism endures: a talisman of transformation, sensuality, and power. If B.zero1 still intrigues, it’s because it has opened itself to new voices and materials—marble, ceramic, mixed gold—while preserving the architectural spiral that defines it.
The five icons—Serpenti, B.zero1, Tubogas, Divas’ Dream and Octo—embody Bvlgari’s evolving vision of timeless design.
The Octo, too, has defined a new kind of masculine elegance. Angular, minimalist, and mechanically refined, it has become a quietly assertive signature in the world of contemporary watchmaking. It speaks less through decoration than through proportion, precision, and restraint.
Bulgari's Octo Finissimo Ultra Tourbillon redefines ultra-thin watchmaking with its remarkable 1.85mm profile, achieved by integrating the tourbillon into the mainplate.
What Bvlgari proposes in this latest campaign is that being iconic today isn’t about staying the same. It’s about knowing what should evolve—and what must remain. That delicate tension between continuity and reinvention is what allows a design to stay alive.
It’s a message reinforced not just through form, but through storytelling. From immersive masterclasses to the Reborn Series digital films, Bvlgari places its icons in the context of real transformation—suggesting that just as jewellery adapts across generations, so do the people who wear it.
If “iconic” once meant status, in 2025 it also means connection. We no longer seek symbols simply to admire, but to identify with. Jewellery becomes not only a marker of taste, but of self.
And so Bvlgari’s icons endure—not just because they are familiar, but because they are still evolving.
