Bulgari
LVMH · Italy
Bulgari is a Roman jeweller founded in 1884 by Greek silversmith Sotirios Voulgaris and owned by LVMH since 2011. Known for its Serpenti, B.zero1 and Octo designs and its bold use of coloured gemstones, it is LVMH's leading jewellery house alongside Tiffany & Co.
| Founded | 1884, Rome |
|---|---|
| Founder | Sotirios Voulgaris |
| Owner | LVMH (since 2011) |
| Headquarters | Rome, Italy |
| Chairman | Jean-Christophe Babin (since July 2026) |
| Icons | Serpenti, B.zero1, Octo |
| Website | bulgari.com |
What is Bulgari?
Bulgari, styled BVLGARI, is an Italian luxury house headquartered in Rome. It makes jewellery and high jewellery, watches, fragrances, leather goods and accessories, and its name also appears on a collection of luxury hotels. The company has been part of LVMH's Watches and Jewelry division since 2011. Jean-Christophe Babin, chief executive since 2013, became chairman in July 2026, with Laura Burdese taking over as chief executive.
History
Sotirios Voulgaris, a silversmith from Epirus, opened his first shop in Rome in 1884 on Via Sistina. The Via Condotti store opened in 1905 and became the flagship, and in 1934 the BVLGARI logo appeared there, using a classical V in place of the U. In the 1950s and 1960s the house developed its signature style of yellow gold, cabochon cuts and colourful gemstones.
Bulgari entered watchmaking in 1977 with the BVLGARI BVLGARI watch, launched its first fragrance in the 1990s and listed on the Milan stock exchange in 1995. In 2001 it formed a hotel joint venture with Marriott International. The Bulgari family transferred its controlling stake to LVMH in an all-share deal that closed in October 2011, after which the company was delisted. A large jewellery manufacture opened in Valenza in 2017.
Products and positioning
- Serpenti, the snake motif and the brand's emblem
- B.zero1 rings and jewellery
- Octo watches, made by Bulgari Haute Horlogerie in Neuchâtel
- Divas' Dream and Bvlgari Bvlgari
- Fragrances and eyewear, the latter under licence
Business model and distribution
Bulgari sells mainly through around 300 own boutiques worldwide, the largest being the Ginza Tower in Tokyo, supplemented by e-commerce and authorised retailers for watches. Eyewear is produced under licence, and the hotels operate under a partnership with Marriott.
Why it matters
Bulgari demonstrates how a jewellery house can extend a strong design language across watches, fragrance and hospitality. Inside LVMH it is a central asset in the group's push into hard luxury, where it competes directly with Cartier and Van Cleef & Arpels.
Frequently asked questions
Who owns Bulgari?
Bulgari has been owned by LVMH since 2011, when the founding family transferred its controlling stake in an all-share deal. It is part of LVMH's Watches and Jewelry division.
Is Bulgari Italian or Greek?
Bulgari is an Italian brand founded and headquartered in Rome. Its founder, Sotirios Voulgaris, was a Greek silversmith, and the brand name derives from his surname.
