The Fall and Comeback of Bulgari

The Fall and Comeback of Bulgari From a humble Greek silversmith to one of the world’s most powerful luxury empires, this is the story of Bulgari’s rise, fall, and stunning comeback. Once known as the jewel of Rome and the obsession of Elizabeth Taylor and Richard Burton, Bulgari became a global symbol of La Dolce Vita—but nearly lost its sparkle through over-expansion and blurred identity. In this cinematic documentary from FASHION HOUSE FILES, we uncover how Bulgari reinvented itself under LVMH, revived its Roman audacity, and reclaimed its place among the world’s most iconic luxury brands. Discover the secrets behind Serpenti’s hypnotic rebirth, the B.zero1 revolution, and the record-breaking Octo Finissimo Ultra Tourbillon that silenced Swiss skeptics. Learn how Bulgari transformed from a struggling jewelry house into a cultural powerhouse shaping modern luxury, fashion, and design. Chapter Highlights: Introduction: The Glamour and Obsession of Bulgari The Greek Silversmith Who Conquered Rome Hollywood on the Tiber: Elizabeth Taylor, Richard Burton & La Dolce Vita The Overreach: Bulgari’s Identity Crisis The LVMH Takeover: Discipline Meets Decadence Serpenti, B.zero1 & the Icons Reimagined Watchmaking Mastery: Octo Finissimo Ultra Tourbillon Bulgari’s Ambassadors: Zendaya, Anne Hathaway, Liu Yifei The Bulgari Hotels: Living Inside the Brand Philanthropy & The New Luxury Consumer Lessons from the Comeback The Future of Bulgari ✨ Featuring: Bulgari CEO Jean-Christophe