Italian high jewelry brand Bulgari made its sixth appearance at the China International Import Expo (CIIE) this year.
It also marked the third time Bulgari CEO Jean-Christophe Babin attended the event. He stated, “Bulgari is rooted in ‘exquisite craftsmanship’ and driven by ‘cutting-edge technology’, constantly exploring the harmony between the two. We are delighted to present the fusion of traditional craftsmanship and technological innovation at this year’s CIIE, creating timeless classics that transcend eras. China has always been a vibrant and inspiring market. We are witnessing the growing vitality and increasingly diverse aesthetics of Chinese consumers, as well as the market’s continuous release of new potential. We hope this year’s expo serves as an opportunity to deepen our ties with China, enhance brand appeal, and foster meaningful resonance with Chinese consumers.”
Jean-Christophe Babin, CEO of Bulgari
“Despite the passage of time and global changes, China and Italy have always shared many core values: a deep pride in heritage, a respect for ancestral wisdom, and a strong emphasis on family ties. This spiritual kinship that transcends time and space is the deeper reason why Bulgari’s fine and high jewelry resonates so strongly with Chinese consumers. Our creations are deeply rooted in Roman civilization and the classical elements of its imperial legacy. These design codes strike a harmonious chord with Eastern aesthetics, underpinning our remarkable success in the Chinese market.“
“Chinese consumers, who themselves possess a rich cultural heritage, have always expressed a deep love and pride in their millennia-old jewelry traditions. From the use of symbolic motifs to the selection of materials, there exists a timeless synergy with Roman traditions: 22K and 18K gold radiate in unique brilliance, while jade and emerald shine in harmony. In recent years, this cultural confidence has given rise to local brands such as Laopu Gold, which shares similar creative philosophies with Bulgari. While we draw inspiration from millennia of Roman tradition, craftsmanship, and cultural symbols, they find theirs in the long history, exquisite techniques, and aesthetic richness of Chinese civilization, resulting in stunning works of art that stir the soul. In my view, it is precisely this unique cultural affinity in the luxury sector that is fueling the rapid development of China’s jewelry market—regardless of whether these masterpieces originate in Italy or China.“
Bulgari’s “Sustainable by Innovation” Pavilion at CIIE
Under the theme “Sustainable by Innovation“, Bulgari brought technology into dialogue with timeless craftsmanship at this year’s CIIE, presenting its vision of sustainability guided by both heritage and innovation.
As the world marks the 10th anniversary of the Paris Agreement and looks ahead to COP30 (the 30th session of the United Nations Climate Change Conference), LVMH Group’s pavilion at this year’s CIIE, centered on the concept “Savoir Faire Rêver,” served as a bridge between Chinese and French cultures. It reflected a shared commitment to cultural legacy, innovation, and global responsibility. As a key Maison within LVMH, Bulgari continues to write new chapters in the story of sustainable luxury by fusing artisanship with technology. Since 2021, the brand has collaborated with world-renowned digital artist Refik Anadol to explore the intersection of technology and jewelry artistry. Their co-created digital art installation Infinito: AI Data Sculpture, previously unveiled in Shanghai, is a vivid manifestation of the symbiosis between art and tech.
At this year’s CIIE, Bulgari further expanded the charm of its blend of craftsmanship and innovation, inviting visitors on a three-part immersive journey that illustrates its sustainability commitment. Each section demonstrates how technology enhances traceability and care, building a strong bond of trust between Bulgari’s exquisite creations and consumers. Through fresh perspectives, each chapter reveals how Bulgari, with creativity, artisanal mastery, and deep reverence, celebrates the gifts of nature.
The journey begins with a dazzling tribute to colored gemstones. Visitors can use Apple Vision Pro to immerse themselves in Bvlgari Infinito, an app that showcases the brand’s superb craftsmanship and spatial computing capabilities. Within the “Colored Gemstones” and “Gems Table with Creative Director Lucia Silvestri” experience zones, guests are invited to explore the natural treasures of the earth and witness Bulgari’s passionate tribute to eternal natural beauty through bold creativity and sincere admiration.
Bvlgari Infinito Experience
The second chapter of the journey explores traceability and transparency. As a pioneer in fusing digital innovation with fine craftsmanship, Bulgari launched its “Connected Jewelry” experience. Using miniature engraving techniques, each jewelry piece is embedded with a unique code on its precious metal surface. By scanning this “key” with a smartphone, users can instantly access the piece’s origin, gemstone properties, and craftsmanship details. This initiative not only introduces a new way to experience high jewelry with full transparency—strengthening consumer trust—but also reinforces Bulgari’s long-term commitment to sustainability. Notably, this tech integration retains the piece’s aesthetic appeal, structural integrity, and wearing comfort, all supported by Bulgari’s relentless pursuit of innovation and artisanal excellence.
“Connected Jewelry” Experience
In the final chapter of the journey, guests witness how Bulgari’s spirit of craftsmanship is reflected in its product services. Gao Junfeng, a master craftsman honored with the LVMH Métiers d’Excellence “Virtuoso” title for 2025, offered a live demonstration of the “Shine Service“, bringing to life how artisanal care extends a piece’s vitality far beyond its creation. The service includes polishing, cleaning, integrity checks, and personalized care plans—advocating proactive maintenance and celebrating the complete life cycle of precious jewelry.
Throughout the exhibition space, Bulgari’s high jewelry masterpieces were displayed in exquisite detail. The Color Treasures collection once again showcased why the brand is revered as the “Master of Colored Gemstones“, highlighting its unparalleled command of color through each piece—a stunning harmony of artistry, innovation, and emotion. The Serpenti collection, with its motif of infinite curves, symbolizes transformation and renewal, bringing the enduring allure of Bulgari’s signature icon to life.
Bulgari Color Treasures and Serpenti High Jewelry Necklaces
With an unwavering focus on sustainability, Bulgari continues to integrate heritage and innovation at its core—upholding true craftsmanship while pushing the boundaries of possibility through advanced technology. This return to CIIE reaffirms the brand’s enduring commitment to promoting cross-cultural dialogue and creating sustainable beauty that transcends time.
｜Source: Official Press Release
｜Image Credit: Official Press Release
｜Editor: LeZhi
