Bvlgari AT

Bvlgari AT appears to be the Austria-focused web and market presence of Bvlgari rather than a separately documented company or independent product brand. The underlying maison, generally styled BVLGARI, is an Italian luxury house headquartered in Rome. Its origins date to 1884, when Greek-born silversmith Sotirios Voulgaris established the business. The house developed a distinctive Roman identity by combining classical architectural references, coloured gemstones, bold geometric forms and highly recognizable design signatures. Although jewellery remains its core field, Bvlgari has expanded into watches, fragrances, leather goods, accessories, hotels and related luxury experiences. The brand’s jewellery language has evolved through several influential families and motifs. Serpenti, represented by the serpent form in jewellery and watches, became one of the maison’s most recognizable signatures. Other important lines include the architectural Parentesi family, the coin-inspired Monete concept, the bold geometric B.zero1 collection and high-jewellery creations that emphasize exceptional coloured stones and complex craftsmanship. In watches, Bvlgari has built a reputation for combining Italian design with Swiss watchmaking, particularly through the Octo and Octo Finissimo families, while Serpenti and Divas’ Dream extend the brand’s jewellery-led approach to timepieces. Bvlgari also built a broader lifestyle business through perfumes, eyewear, accessories, leather goods and hotels. These categories allow the maison to communicate its Roman aesthetic at multiple price levels while preserving a high-luxury image. Its marketing typically links craftsmanship and heritage with contemporary culture, using film, red-carpet appearances, celebrity ambassadors, influencer partnerships, social-media storytelling and exhibitions. China has been an important market for this digital and communications strategy; the brand has used Weibo, WeChat, celebrity content and commerce-enabled launches to reach younger luxury consumers. Bulgari became publicly traded in Milan in the 1990s, but its independent listed-company period ended after LVMH announced an agreement in March 2011 to acquire the Bulgari family’s controlling stake and make an offer for the remaining shares. The transaction was completed later that year, and Bvlgari became part of LVMH’s Watches and Jewelry division. The founding family remained associated with the group as shareholders and through continuing leadership involvement, while LVMH supplied a larger international platform and operating structure. Today, Bvlgari operates as an active LVMH maison with boutiques, e-commerce and wholesale or travel-retail activity across international markets. The Austrian presence represented by bvlgari.at should be understood as a local customer-facing channel for the global house. Public reference material does not establish Bvlgari AT as a legally distinct entity, nor does it provide separate Austrian financial, executive or founding information. Accordingly, the dossier describes the documented Bvlgari maison while flagging the precise legal and organizational status of the Austria-specific label for review.

Bvlgari’s history begins in 1884 with Sotirios Voulgaris, a Greek-born silversmith who established the business that would become one of Italy’s best-known luxury maisons. The company’s identity became closely tied to Rome, where it developed a design vocabulary informed by ancient monuments, Renaissance and Baroque architecture, Italian colour and the city’s modern cultural life. The name was commonly rendered Bulgari in prose but stylized BVLGARI in the logo, using the classical Latin letter V. During the twentieth century, the house moved beyond traditional silver and jewellery work into more ambitious fine-jewellery design. Its reputation was strengthened by the use of vivid coloured gemstones, strong volumes and combinations of materials that differed from the restrained conventions associated with some European jewellery houses. The maison’s Roman flagship on Via dei Condotti became an important expression of this identity. Bvlgari also gained visibility through cinema and celebrity culture, particularly during the era of Italian cinema and international jet-set travel. Elizabeth Taylor was among the prominent figures associated with the brand’s jewellery during the Dolce Vita period. The company diversified during the second half of the twentieth century. Watches became an important business, combining Italian styling with Swiss production and technical expertise. Fragrances, accessories and leather goods broadened the brand’s customer relationship beyond high jewellery. Signature collections emerged over time: Serpenti transformed the serpent into a recurring symbol across jewellery and watches; B.zero1 used a bold, architectural form; Parentesi drew from Roman architectural patterns; and Divas’ Dream emphasized fan-like motifs and feminine jewellery design. High jewellery remained the top of the offer, with one-of-a-kind or limited creations built around rare gemstones and specialized craftsmanship. Bulgari entered a new corporate phase when it became publicly traded in Milan during the 1990s. The listing supported international expansion while the family remained central to ownership and governance. The company later acquired or incorporated specialist watchmaking capabilities, including the Daniel Roth business, helping it deepen its position in high-end mechanical watches. International boutiques, fragrance distribution and new product categories turned the house into a broad luxury platform rather than a jewellery-only company. In March 2011, LVMH announced an agreement to acquire the Bulgari family’s controlling stake and to pursue the remaining shares. The transaction was structured through cash and shares and was valued differently by sources depending on the calculation used. The acquisition was completed later in 2011, after which Bulgari was delisted from Borsa Italiana. The Bulgari family became an important shareholder in LVMH, while the maison joined LVMH’s Watches and Jewelry division. Jean-Christophe Babin subsequently led Bvlgari as chief executive, and the brand continued to operate with a distinct Roman identity within the larger group. Under LVMH, Bvlgari continued investing in jewellery, watchmaking, fragrances, digital commerce, manufacturing and hospitality. Octo Finissimo became a major technical and design platform, with an emphasis on ultra-thin mechanical watches. The brand also developed Bvlgari Hotels & Resorts, extending its Roman-inspired luxury proposition into hospitality. Marketing increasingly combined heritage storytelling with celebrity ambassadors, film campaigns, social media, interactive content and experiential events. China became a particularly important market for digital engagement, with WeChat and Weibo used for launches, influencer activity and culturally adapted seasonal communications. The Austria-facing Bvlgari AT presence is not separately documented in the supplied references as an independent legal company, founder-led entity or listed issuer. It is best treated as a local market channel for the global Bvlgari maison unless corporate records establish otherwise. The broader brand remains active internationally as an LVMH subsidiary, with jewellery and watches at its center and a wider portfolio spanning fragrance, accessories, leather goods and hotels.

1. 2024Eternally Reborn campaign

   Bvlgari presented the Eternally Reborn campaign for Bvlgari Aeterna, linking new jewels with the idea of Rome as an eternally renewed city.

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2. 2020Never Too Much campaign

   Anomaly created a Bvlgari film campaign released in the Netherlands and built around the maison’s exuberant Roman image.

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3. 2017See Now, Buy Now WeChat launch

   Bvlgari used WeChat to present Baselworld watch and jewellery products, including the Octo Finissimo Automatic, with pre-order functionality.

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4. 2011LVMH announces acquisition

   LVMH announced its agreement to acquire the Bulgari family’s controlling stake and make an offer for the remaining shares.

   Source
5. 2011Bulgari joins LVMH and leaves the Milan exchange

   The transaction concluded later in 2011, making Bvlgari an LVMH subsidiary and ending its independent listing.

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6. 2000Daniel Roth acquisition

   Reference material identifies Bulgari’s acquisition of specialist watchmaker Daniel Roth, strengthening its high-end watchmaking capabilities.

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7. 1990Bulgari becomes publicly traded

   Bulgari entered public markets in Milan during the 1990s, supporting its international expansion.

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8. 1884Sotirios Voulgaris establishes the business

   Sotirios Voulgaris founded the enterprise that later became the Roman luxury maison Bvlgari.

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Italian Roman luxury maison positioned around high jewellery, coloured gemstones, distinctive design signatures, watchmaking, craftsmanship and culturally visible lifestyle experiences.

• Fine jewelleryJewellery1884

  Bvlgari’s core category includes rings, necklaces, bracelets, earrings and other pieces made with precious metals and gemstones. The design language favors strong silhouettes, vivid colour, Roman references and recognizable motifs such as Serpenti, B.zero1 and Divas’ Dream. The range extends from established collections to highly individual high-jewellery creations.

• High jewelleryJewellery

  High jewellery represents the maison’s most exclusive creative and craft output. Pieces typically emphasize exceptional diamonds or coloured stones, elaborate settings and limited or unique production. Campaigns such as Bvlgari Aeterna use this category to connect contemporary design with the house’s Roman heritage and technical expertise.

• SerpentiJewellery and watches

  Serpenti is Bvlgari’s signature serpent-inspired family. Its flexible coils, scaled surfaces and coiled-head forms appear in jewellery, watches and accessories. The motif combines sensuality, transformation and bold visual recognition, making it one of the most commercially and culturally prominent symbols associated with the maison.

• B.zero1Jewellery

  B.zero1 is a modern jewellery family characterized by bold, architectural forms and a distinctive ring-based design language. It reflects Bvlgari’s interest in translating Roman structural references into contemporary pieces suitable for repeated wear and collection building.

• Octo and Octo FinissimoWatches

  The Octo family is Bvlgari’s principal modern mechanical-watch platform. Octo Finissimo is particularly associated with ultra-thin construction, technical experimentation and an angular case inspired by architectural geometry. The line demonstrates the maison’s effort to compete in serious high-watchmaking while retaining an Italian design identity.

• PerfumesFragrance

  Bvlgari fragrances extend the jewellery house’s visual and olfactory identity into perfumes for different audiences and occasions. The category includes lines presented through luxury retail, digital storytelling and interactive social-commerce campaigns.

• Bvlgari Hotels & ResortsHospitality

  Bvlgari Hotels & Resorts translates the maison’s luxury positioning into hospitality. The business connects refined interiors, service and destination experiences with the brand’s broader Italian and Roman cultural identity.

• 2024Eternally Reborn

  International

  The campaign promoted Bvlgari Aeterna and framed new high-jewellery pieces as expressions of renewal and Rome’s enduring vitality. Zendaya, Yifei Liu and Anne Hathaway appeared as global ambassadors in campaign films and imagery.

  Outcome. The campaign broadened the launch across several ambassador narratives while emphasizing archival continuity and new craftsmanship.

  Source
• 2020Never Too Much

  Netherlands · International digital audiences

  Created by Anomaly, the film campaign presented Bvlgari through an exuberant story set in Rome and associated the maison with enjoying life’s pleasures without restraint. The campaign featured Naomi Scott, Zendaya and Lily Aldridge according to campaign coverage.

  Outcome. The campaign was released in the Netherlands and circulated through film and social-media channels.

  Source
• 2019Chinese New Year pig-themed campaign

  China

  Bvlgari adapted its New Year communications for Chinese audiences and used a linguistic association involving the Chinese word for pig in advertising distributed through WeChat and Weibo.

  Outcome. The campaign illustrates the brand’s strategy of adapting global luxury storytelling to local cultural contexts.

  Source
• 2017See Now, Buy Now

  China

  Bvlgari used WeChat during the Baselworld period to present new watch and jewellery products and allow visitors to place pre-orders. Chris Wu was used to attract attention to the digital launch, wearing the Octo Finissimo Automatic.

  Outcome. The campaign is described as an early Chinese digital commerce initiative connecting social content with pre-order functionality.

  Source
• Bvlgari perfume interactive Instagram campaign

  International digital audiences

  Bvlgari and Smartzer created a shoppable Instagram video experience for a new perfume range. Viewers could move from teaser content to an interactive product environment and then to product pages.

  Outcome. Smartzer reports an 87 percent engagement rate and more than 500 clicks on interactive elements; these figures are partner-reported rather than independently audited.

  Source

• 2017Launch Chinese social-commerce pre-orders for Octo FinissimoProduct launch

  Bvlgari was seeking stronger digital engagement and an integrated online-to-offline customer journey in China, where WeChat was a central platform.

  What changed. The maison presented the Octo Finissimo Automatic through a WeChat campaign connected to Baselworld and enabled visitors to submit pre-orders through a WeChat store.

  Aftermath. The initiative demonstrated Bvlgari’s early use of social content, celebrity visibility and direct digital commerce in the Chinese luxury market.

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• 2011Join LVMH through a controlling-stake acquisitionM&A

  Bulgari remained an internationally recognized but independently listed family-linked luxury house. LVMH sought to expand its Watches and Jewelry division and announced an agreement involving the Bulgari family’s controlling stake and the remaining public shares.

  What changed. LVMH acquired the controlling stake, launched an offer for the remaining shares and completed the transaction later in 2011. Bulgari was subsequently delisted from Borsa Italiana.

  Aftermath. Bvlgari became an LVMH maison, while the Bulgari family became a significant LVMH shareholder. The acquisition enlarged LVMH’s presence in high jewellery and watches.

  • Swatch Group — Industry coverage described the transaction as increasing competitive pressure on established watch and jewellery groups, but no specific public reaction is documented in the supplied material.
  • Richemont — Industry coverage identified Richemont as a competitor affected by the reshaping of the luxury jewellery and watch sector, but no specific public reaction is documented in the supplied material.
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• 2025Japanese influencer-publicity criticismControversy

  A Japanese commentary article reported criticism after numerous social-media posts promoting Bvlgari appeared in a coordinated wave marked as paid or promotional content. The article characterized the execution as artificial and strategically misjudged. This is a reported marketing controversy, not a confirmed legal or regulatory finding.

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• 2019Lunar New Year campaign criticized over wordplayControversy

  A China-focused Lunar New Year communication used a visual and linguistic pun connecting the Mandarin pronunciation of pig with the English word “Jew.” The campaign drew online criticism because the wording was perceived as insensitive and potentially antisemitic.

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• 2019Lunar New Year wording controversyControversy

  A China-focused Lunar New Year campaign used a pun involving the Mandarin pronunciation of pig and the English word “Jew.” Online observers criticized the wording as insensitive and potentially antisemitic. Available reference material establishes the criticism but does not provide a verified account of a formal investigation or corporate remedy.

  Source

• 2025Bvlgari presents the Eternally Reborn brand campaign

  The campaign frames continual reinvention as a core part of Bvlgari’s creative identity and features high jewelry, gemstones, Roman architecture, and internationally recognized ambassadors.

  Campaign
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• 2024Eternally Reborn campaign presents Bvlgari Aeterna

  The campaign connected new high-jewellery creations with Rome’s continuing renewal and featured global ambassadors including Zendaya, Yifei Liu and Anne Hathaway.

  CampaignProduct launch
  Source
• 2024Bvlgari presents Eternally Reborn

  The Eternally Reborn campaign connected Bvlgari Aeterna and high jewellery with Rome-inspired ideas of renewal, featuring Zendaya, Liu Yifei and Anne Hathaway.

  CampaignProduct launch
  Source
• 2024Bvlgari presents Eternally Reborn campaign

  The campaign connected new high-jewelry creations with the idea of renewal and Rome’s continuing cultural vitality, featuring Zendaya, Yifei Liu and Anne Hathaway.

  CampaignProduct launch
  Source
• 2024Bvlgari announces the creation of Fondazione Bvlgari

  The house announced a foundation intended to strengthen its long-term philanthropic and social commitment, alongside its broader environmental and community initiatives.

  Other
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• 2024Bvlgari presents the Eternally Reborn campaign

  The campaign promoted the Bvlgari Aeterna high-jewelry narrative and featured Zendaya, Yifei Liu, and Anne Hathaway in jewelry inspired by renewal and Rome’s continuing vitality.

  CampaignProduct launch
  Source
• 2024Bvlgari launches the Eternally Reborn brand campaign

  The campaign used Rome as its visual setting and featured global ambassadors Anne Hathaway, Zendaya, and Liu Yifei in a narrative focused on renewal, transformation, and the house's continuing creative reinvention.

  CampaignOther
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• 2024Eternal Magnificence in Japan

  Bvlgari presented its Aeterna High Jewelry Collection in Kyoto with a jewelry show, gala dinner, and orchestral performance. The event included brand ambassadors Hikari Mori, Tomohisa Yamashita, and Lorenzo Viotti, and was produced as an experiential and integrated campaign by Publicis La Maison.

  CampaignOther
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• 2024Eternally Reborn campaign

  The campaign promoted the Aeterna high-jewelry creations through a theme of renewal and transformation. Reference material describes appearances by global ambassadors Zendaya, Yifei Liu, and Anne Hathaway wearing high-jewelry pieces.

  CampaignProduct launch
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• 2020Never Too Much campaign launches in the Netherlands

  Bvlgari’s Never Too Much film campaign, created by Anomaly, used a Roman setting and celebrity-led storytelling to present the maison’s exuberant approach to luxury.

  Campaign
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• 2020Bvlgari launches the Never Too Much campaign

  Anomaly created a Bvlgari film campaign titled Never Too Much for release in the Netherlands, using an expressive luxury and personal-accessories presentation.

  Campaign
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• 2020Bvlgari uses Roman pleasure and celebrity storytelling in Mai Troppo

  The Mai Troppo, or Never Too Much, campaign presented jewelry and watches through playful scenes set in Rome and featured Lily Aldridge, Naomi Scott, and Kris Wu.

  Campaign
  Source
• 2020Bvlgari presents the Mai Troppo advertising campaign

  The campaign expressed a Roman idea of exuberant enjoyment and featured Lily Aldridge, Naomi Scott, and Kris Wu wearing pieces associated with High Jewelry, Serpenti, B.zero1, Fiorever, Divas' Dream, and Octo.

  CampaignProduct launch
  Source
• 2020Never Too Much campaign released in the Netherlands

  Anomaly created a Bvlgari film campaign for the Dutch market connected with the beauty, fashion, and personal-accessories categories.

  Campaign
  Source
• 2020Bulgari launches the Mai Troppo campaign

  The global Mai Troppo, or “Never Too Much,” campaign used Rome as its visual setting and featured Zendaya, Naomi Scott and Lily Aldridge. The campaign linked Bvlgari’s jewelry to both glamorous occasions and everyday experiences.

  Campaign
  Source
• 2017Bulgari experiments with Chinese social commerce

  A reported See Now, Buy Now activation on WeChat used Baselworld watch and jewellery content to connect social communication with immediate product discovery.

  CampaignProduct launch
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• 2017Bulgari launches a Chinese WeChat See Now, Buy Now initiative

  The brand used WeChat to present Baselworld jewelry and watch products and enable visitors to place pre-orders through a digital store.

  CampaignProduct launch
  Source
• 2011Bulgari becomes part of LVMH

  LVMH announced the acquisition of the Bulgari family’s controlling stake and launched an offer for the remaining publicly held shares, bringing the Roman jewellery house into its Watches and Jewelry division.

  M&A
  Source
• 2011Bulgari shares are delisted after the LVMH transaction

  The acquisition concluded later in 2011 and Bulgari ceased to be listed on Borsa Italiana.

  M&AOther
  Source
• 2011LVMH announces agreement with the Bulgari family

  LVMH announced an agreement to acquire the Bulgari family’s controlling stake and launch an offer for the remaining shares, bringing the Roman jeweller into the LVMH group.

  M&A
  Source
• 2011LVMH completes the combination with Bulgari

  The acquisition process concluded in 2011 after the family contribution, tender offer and related corporate steps.

  M&A
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• 2011LVMH agrees to acquire control of Bulgari

  LVMH announced an agreement to acquire the Bulgari family’s controlling shareholding through a share exchange and to pursue the remaining publicly held shares.

  M&A
  Source
• 2011Bulgari is delisted after the LVMH transaction

  The acquisition was completed and Bulgari ceased to be listed on the Borsa Italiana, becoming an LVMH subsidiary.

  M&AOther
  Source
• 2011LVMH announces acquisition of Bulgari

  LVMH announced an agreement involving the Bulgari family's controlling stake and a tender offer for remaining shares, bringing the Roman jewelry house into the LVMH portfolio.

  M&ALeadership change
  Source
• 2011Bulgari is delisted following the LVMH transaction

  The acquisition process concluded with Bulgari becoming an LVMH subsidiary and leaving the Borsa Italiana.

  M&AOther
  Source
• 2011Bulgari family joins forces with LVMH

  LVMH announced a business combination involving the Bulgari family’s controlling stake, a mandatory offer for remaining shares, and the issue of new LVMH shares as consideration. The transaction brought the Roman jeweler into LVMH’s watches and jewelry portfolio.

  M&A
  Source
• 2011Bulgari becomes an LVMH subsidiary and is delisted

  Following the takeover, Bulgari’s independent public-company status ended and the brand became part of LVMH. Reference material identifies October 4, 2011 as the date of delisting from the Borsa Italiana.

  M&AOther
  Source
• 2011Bvlgari is delisted after LVMH acquisition

  Following the acquisition, Bvlgari ceased trading on the Borsa Italiana in October 2011 and continued as an LVMH subsidiary.

  M&AOther
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• 2011LVMH announces agreement with the Bulgari family and tender offer for Bulgari shares

  LVMH announced a combination with the Bulgari family involving the contribution of a controlling shareholding and a mandatory offer for the remaining shares. The transaction moved Bvlgari into LVMH’s Watches and Jewelry portfolio.

  M&A
  Source
• Bvlgari expands interactive social commerce for perfumes

  Bvlgari partnered with Smartzer on an interactive Instagram video and shoppable experience designed to introduce a new perfume range and direct users to product pages.

  CampaignProduct launch
  Source
• Bvlgari uses interactive social commerce for fragrances

  Bvlgari partnered with Smartzer on an interactive Instagram experience for a fragrance launch, linking teaser content to shoppable product discovery.

  CampaignProduct launch
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• Bvlgari invests in Italian manufacturing and training

  The Financial Times reported that Bvlgari was expanding domestic manufacturing and training capacity as part of continued support for Italian production.

  Other
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• Bvlgari expands digital and interactive perfume marketing

  Bvlgari worked with Smartzer on an interactive Instagram and shoppable-video activation for a perfume launch, linking social discovery to product information and commerce.

  CampaignProduct launch
  Source
• Bvlgari uses interactive social video for a perfume launch

  Bvlgari partnered with Smartzer on an interactive Instagram experience designed to move viewers from teaser content to shoppable product information for a new fragrance range.

  CampaignProduct launch
  Source
• Eternally Reborn campaign celebrates Roman renewal

  Bvlgari’s Eternally Reborn creative platform presented the Eternal City as a source of renewal and featured global ambassadors Liu Yifei and Anne Hathaway in high-jewelry imagery.

  Campaign
  Source
• Bulgari uses interactive social commerce for a perfume launch

  Bulgari partnered with Smartzer on an interactive Instagram and shoppable-video activation for a new perfume line. The case study reports an 87% engagement rate and more than 500 clicks on interactive elements.

  CampaignProduct launch
  Source

1. Bulgari
2. LVMH history
3. Never Too Much campaign
4. Eternally Reborn campaign
5. Bvlgari interactive perfume campaign
6. Bulgari Chinese digital campaign
7. Bulgari IPO coverage
8. Daniel Roth acquisition
9. Japanese influencer-publicity criticism
10. Lunar New Year campaign criticized over wordplay
11. Bvlgari presents the Eternally Reborn brand campaign
12. Bvlgari presents Eternally Reborn
13. Bvlgari announces the creation of Fondazione Bvlgari
14. Eternal Magnificence in Japan
15. Bvlgari uses Roman pleasure and celebrity storytelling in Mai Troppo
16. Bulgari launches the Mai Troppo campaign
17. LVMH announces agreement with the Bulgari family
18. Bvlgari invests in Italian manufacturing and training