Bvlgari's advertising history on show at Rome's Domus

Bvlgari is celebrating the 50th anniversary of its first watch, the Bvlgari Bvlgari, launched in 1975 as a gift for top clients by Gianni Bulgari. The New Curiosity Shop in Via dei Condotti, Rome, the only boutique dedicated to Bvlgari watches, hosts the celebration. Four new models (two limited editions) with marble dials referencing ancient Rome have been released. Concurrently, the exhibition 'The Genius of the Images' at the Domus museum space in the same flagship store explores Bvlgari's advertising campaigns from the 1960s to the 1990s, which helped build the brand's visual identity. The show runs until February 2026 and features materials from the Bvlgari Historical Archive, some never exhibited before. Key contributors include photographer Robert Emmett Bright, who shot 1960s campaigns pairing jewelry with Roman landmarks; Gaio Bacci, who created 1970s campaigns using coins and gems as backdrops and the 1980s Dream line horizon concept; and Davide Pizzigoni, who inspired the 1990s Metamorphosis campaign. The exhibition juxtaposes vintage ads with the actual jewelry and accessories, offering a rare view of historic, off-market pieces.