Bulgari’s ‘Mediterranea High Jewelry and High-end Watches’ collection and cultural eclecticism dazzle Shanghai

Bulgari continues to deepen its luster in China with the launch of its Mediterranea High Jewelry and High-end Watches collection in Shanghai on November 16. The latest high jewelry masterpieces, characterized by dazzling colors inspired by the diverse cultures of the maison’s Mediterranean origins, were unveiled at a dazzling exhibition and a star-studded gala dinner attended by Bulgari’s brand ambassadors and celebrity friends, including Shu Qi, Liu Yifei, Hu Jun, and Su Youpeng.

According to Bain & Co and Altagamma’s Luxury Goods Worldwide Market Study, the personal luxury goods market in China is forecast to grow between 5 percent and 12 percent this year alone. It will swell to 2.5 times the size of 2020’s luxury market by 2030. Hard luxury is poised to be a top-performing category; however, young consumers are seeking uniqueness over status, so connecting with creativity and authenticity is vital.

Bulgari has been building on its strong commitment to the China market and cultivating emotional connections through its passions for art and culture. From artist exchanges at CIIE to a Serpenti retrospective that reimagined the classic Bulgari motif through the works of five Chinese contemporary artists, these collaborations serve as excellent examples of accentuating cultural and generational relevance, as well as shared values inherent in the brand’s historic DNA. Wealthy Chinese consumers, both in China and around the world, are taking note.

“We measure our success not by nation but by the nationality of our customers,” Bulgari CEO Jean-Christophe Babin told Jing Daily at the Mediterranea launch. This distinction is becoming more apparent for luxury brands as post-pandemic trends are seeing increasing numbers of high-net-worth individuals (HNWIs) migrating from China and traveling abroad to buy luxury goods in shopping destinations.