Bulgari Celebrates 120 Years in St. Moritz and Reaffirms its Historic Presence in the Alps

Spread over several weekends, the celebrations were built around three pillars of the Bulgari universe. The first event highlighted the brand's watchmaking excellence, with an immersion into the mechanics of the Grande Sonnerie led by Pascal Legendre, master watchmaker and director of Bulgari's grand complications and striking watches workshop, illustrating the brand's rise in contemporary haute horlogerie.

The second weekend was devoted to leather goods and accessories, with a series of presentations led by Mary Katrantzou, the renowned Greek designer and current artistic director of accessories for Bulgari. The focus was on the dialogue between the jewelry and leather goods crafts, with the presentation of precious bags, referencing Bulgari's iconic stylistic signatures, such as the Diva and Serpenti collections. Some of these bags, set with crystals and produced in limited editions, are on display at the St. Moritz boutique and are worth tens of thousands of francs, representing Bulgari's way of endlessly reinterpreting its icons.

The celebrations concluded this weekend with a private dinner at Badrutt's Palace Hotel, a legendary establishment opened in 1896 and still owned by the Badrutt family. The gala evening brought together around 100 customers and a few members of the press, in the presence of Lucia Silvestri, Jewelry Creative and Gems Purchasing Director, an iconic figure of the house. Famous for her ability to recognize and purchase the most extraordinary gemstones from around the world, then transform them into exquisite fine jewelry creations, she was visiting St. Moritz for the first time. She recounts: "I was struck by the beauty of the surrounding landscape and the majesty of Badrutt's Palace. I took lots of photos to capture in my memory what could be my inspiration for future creations. This snow-covered alpine setting inspires me to imagine carpets of diamonds and pearls. I plan to return in the summer to observe the nuances of color that nature has to offer at that time of year too. I love the energy of the mountains. I am honored to be here to celebrate the 120th anniversary of the Bulgari boutique. Choosing to open a store here was truly visionary at the beginning of the 20th century."

Beyond the event itself, it is the historical significance of its roots in St. Moritz that Bulgari wanted to highlight.

 The boutique, initially seasonal, has become over time a point of reference for an international clientele. Located for thirty years on Rue Serla, the resort's most prestigious avenue, and completely renovated two years ago, it spans two floors. A pioneering legacy of founder Sotirio Bulgari, as Jean-Christophe Babin, CEO of Bulgari, recalls: "Sotirio Bulgari, our founder, was a visionary who crossed the sea from Greece to Italy at the end of the 19th century, bringing with him a deep sense of beauty, craftsmanship, and cultural curiosity. From this journey, Bulgari was born, both a leader in Italian jewelry and a unique voice in the world of luxury. He understood the importance of crossing borders, following his customers, and taking an interest in places that shared a love of excellence. The opening of the St. Moritz boutique was the logical continuation of this vision. More than a century later, this pioneering spirit continues to define who we are."