Until 1 February 2026, it is possible to visit the exhibition 'The Genius of Images' at Domvs, the Bulgari museum space located in the historic boutique on Via dei Condotti in Rome.
Since the 1960s, Bulgari embarked on an aesthetic breakthrough that would transform the contemporary jewellery design landscape. Characterised by bold designs, unusual colour combinations and an innovative approach to coloured gemstones, this new creative direction has become the Maison's signature.
However, in addition to the goldsmith's art itself, Bulgari has also been able to develop a distinctive visual language through its advertising campaigns, with images that celebrate his creations with joy, modernity and a refined artistic sense.
The exhibition "The Genius of Images", open until 1 February 2026 at Domvs (Bulgari's museum space located at the flagship store in Via dei Condotti 10, Rome) explores the powerful role of visual storytelling in the construction of Bulgari's identity. Thanks to a selection of materials from the Maison's historical archive - some of which have never been exhibited before - the exhibition immerses visitors in a dreamlike world where photography reinterprets the Maison's iconic jewellery, watches and precious objects.
From Roman landscapes to surrealist inspirations and playful reinterpretations of everyday objects, these images reflect Bulgari's ongoing dialogue with art and culture. An important part of the exhibition is devoted to the period from the late 1970s to the early 1990s, a period often described as the Golden Age of Advertising. During this period, iconic creations (notably the Bulgari Bulgari watch) became milestones in a visual journey that continues to define the Maison's legacy.
Four new Bulgari models
The Roman house presented four new versions of the iconic Bulgari Bulgari, two of them produced in limited editions.
In 1975, Gianni Bulgari designed a special gift for a select group of the Maison's customers. It was a watch of surprising simplicity, with a digital display, hemp strap and a bold innovation, namely the use of the Bulgari logo as a decorative element. An unprecedented choice in watch design.
Two years later, Gérald Genta reinterpreted the design, and this initial concept was transformed into the iconic Bulgari Bulgari model. While retaining a circular case inspired by ancient Roman coins, the new model introduced a traditional dial with Roman numerals and a double engraving of the Bulgari name on the bezel: a strong statement of identity and style.
Today, the House offers numerous variants of the Bulgari Bulgari. The exhibition "The Genius of Images" presents the original model, alongside some of its most significant evolutions, celebrating a timeless symbol of the Maison's innovative spirit.
In addition, the House, on the occasion of the 50th anniversary of the collection, recently presented four new variants of the Bulgari Bulgari, available in two case sizes (26 and 38 mm) with marble dials. An emblem of the greatness of Rome, this luminous and durable stone is treated by Bulgari with the same reverence reserved for precious gems. The Maison has long incorporated marble in its creations, particularly in jewellery, but machining it is a real challenge, especially for delicate components such as a dial.
Finished with a special engraving dedicated to the anniversary, two versions sport a 'Verde Alpi' marble dial (both in a limited edition of 150 pieces), surrounded by a yellow gold case, while the other two, in rose gold, feature blue marble dials. Among the latter, the dial of the 38 mm case model features a deep blue marble nicknamed 'Blu Incanto', while the smaller version is distinguished by a light blue marble called 'Azzurro Infinito'. Both 26 mm models are adorned with diamond indexes and animated by quartz movements, while the 38 mm versions are powered by an automatic movement, calibre BVL 191, with a 42-hour power reserve.
"The Bulgari Bulgari watch is essential but also bold, perpetually in tune with its time. Its pure design perfectly embodies our DNA, with no need for additional decorative elements. Today, the Maison reinterprets its original spirit, discreetly enriched by contemporary technologies", explained Fabrizio Buonamassa Stigliani, Creative Director of Bulgari Watchmaking, presenting the four new models with marble dials.
Prices13,500 euros (26 mm case); 18,000 euros (38 mm case).
