When Anne Hathaway emerged at Cannes Film Festival May 2022 wearing Bulgari’s Mediterranean Reverie necklace with 100,000-carat Sri Lankan sapphire, the Italian jeweler launched calculated multi-year strategy that would deliver sustainable results through October 2025. While LVMH’s broader jewelry and watch portfolio faced headwinds, Bulgari achieved organic growth through first nine months 2025.
LVMH’s October financial reports specifically highlighted “excellent results achieved by Polychroma high jewelry collection” and “ongoing development of Serpenti” through strategic ambassador ecosystem spanning Anne Hathaway, Zendaya, Priyanka Chopra, Liu Yifei, and BLACKPINK’s Lisa. This explicit performance recognition amid challenging luxury environment demonstrated how precision celebrity deployment translates visibility into measurable business outcomes.
Ambassador Strategy Results:
- Organic growth achieved in first nine months 2025
- “Excellent results” for Polychroma high jewelry collection
- Ongoing Serpenti development drove sustained performance
- Seven-ambassador ecosystem: Hathaway, Zendaya, Chopra, Liu Yifei, Lisa, Shu Qi, Liu Wen
- May 2024 Aeterna launch: Record-breaking revenue with €40M centerpiece necklace
- Geographic diversification: Hollywood, Bollywood, Chinese cinema, K-pop
The strategy succeeded where competitors faltered. Rather than betting on single megastar, Bulgari built permanent multi-ambassador infrastructure optimized for simultaneous geographic activation. Hathaway delivered American prestige and red carpet dominance. Zendaya unlocked Gen Z through massive social media following. Priyanka Chopra penetrated South Asian markets representing billions in luxury purchasing power.
Liu Yifei connected with Chinese consumers. Lisa activated K-pop and Southeast Asia. This diversification allowed Bulgari to own luxury conversation across markets and demographics while competitors dependent on individual celebrity reach faced limitation. The financial validation came through LVMH reports stating Bulgari achieved growth when competitors struggled.
The Multi-Ambassador Strategy: Building Permanent Infrastructure
Why Seven Ambassadors Beat One Superstar
Bulgari’s multi-ambassador approach represented fundamental rethinking of luxury endorsement economics. Traditional model positions single celebrity as brand face, creating dependency and geographic limitations. Bulgari inverted this through permanent ecosystem where each ambassador serves specific strategic purpose while contributing unified brand narrative.
This roster wasn’t random celebrity collection. Each ambassador occupied distinct demographic and geographic position creating minimal overlap while maximizing combined reach. When Bulgari launched campaigns, brand simultaneously activated American prestige media through Hathaway, Chinese publications through Liu Yifei, K-pop communities through Lisa, and Indian coverage through Chopra.
Global Ambassador Roster:
- Anne Hathaway: Hollywood prestige, American market, affluent 35-55 demographic, Oscar winner credibility
- Zendaya: Gen Z and millennial engagement, social media powerhouse, fashion-forward positioning
- Priyanka Chopra Jonas: South Asian markets, Bollywood-Hollywood crossover, Indian diaspora
- Liu Yifei: Chinese luxury consumers, Disney’s Mulan connection, traditional heritage values
- BLACKPINK’s Lisa: K-pop fans, Southeast Asian penetration, Gen Z icon
- Shu Qi: Chinese cinema, mature luxury demographic
- Liu Wen: Accessories ambassador focus (announced July 2022)
Competitors attempting same penetration would require coordination across multiple single-ambassador deals spanning years. Bulgari’s coordinated roster created efficiency impossible through fragmented partnerships. The approach demonstrated understanding that luxury purchasing power no longer concentrates solely in Western markets, requiring simultaneous activation across Americas, Europe, Asia, and Middle East.
The Economic Logic Behind Ambassador Multiplication
Luxury brands typically hesitate signing multiple A-list ambassadors due to cost concerns, with contracts reportedly ranging $3-10 million annually. Yet Bulgari’s approach demonstrated economies of scale traditional calculations miss. First, permanent ambassadors reduce per-campaign costs through contract amortization.
Rather than hiring celebrity for specific campaign requiring negotiation and relationship building, Bulgari ambassadors participate in multiple annual campaigns under existing agreements. The May 2022 Unexpected Wonders campaign, May 2024 Aeterna launch, June 2024 Eternally Reborn campaign, and 2025 Polychroma activations all leveraged same ambassador relationships, decreasing per-appearance cost.
Economic Advantages:
- Permanent ambassadors reduce per-campaign costs through contract amortization
- Cross-market efficiency eliminates redundant spending
- Single production investment generates multiple market-specific narratives
- Ambient visibility multiplies through organic ambassador activities
- Each celebrity wearing Bulgari to personal appearances creates continuous exposure
- Cumulative effect creates perception Bulgari is everywhere simultaneously
Second, cross-market efficiency eliminated redundant spending. Instead of separate celebrities for American, Chinese, and Indian campaigns, Bulgari created global campaigns featuring multiple ambassadors tailored for regional emphasis. Single production investment generated multiple market-specific narratives without additional creative costs.
Third, ambient visibility multiplied through organic ambassador activities. Each celebrity wearing Bulgari to personal appearances, film premieres, award shows, and social media posts created continuous brand exposure beyond paid campaigns. The cumulative effect created perception Bulgari was everywhere simultaneously, owning luxury conversation across markets and demographics.
The 2024 Aeterna Launch: €40 Million Necklace That Anchored Success
The 140th Anniversary Collection Strategy
Bulgari’s Aeterna collection launched May 2024 at Baths of Diocletian in Rome represented largest, most expensive high jewelry offering in brand’s 140-year history. The collection featured over 500 pieces with centerpiece Serpenti Aeterna diamond necklace valued at €40 million. The scale demonstrated commitment to high jewelry as competitive differentiator.
The necklace featured seven pear-shaped diamonds totaling exactly 140 carats, all cut from single 200-carat rough diamond from Lesotho. Design required 2,400 hours, with artisan hand-carving pattern in wax before platinum casting. Eighteen individual parts delivered sinuous flow through secret system of prongs and springs. Custom-cut baguette diamonds filling platinum waves required five months to assemble with no visible gaps.
Aeterna Collection Highlights:
- Launch: May 2024, Baths of Diocletian (ancient Roman baths first opened 306 AD)
- Milestone: 140th anniversary (founded 1884)
- Scale: 500+ pieces including high jewelry, watches, bags, perfumes
- Centerpiece: Serpenti Aeterna necklace (€40 million, 140 carats, 2,400 hours creation)
- High-value pieces: 100+ designs exceeding €1 million, many around €5 million
- Fashion show: Isabella Rossellini and Carla Bruni walked ancient bath ruins
- Front row: Anne Hathaway, Priyanka Chopra (wearing €40M Serpenti Aeterna)
- Financial result: “Record-breaking revenue” per LVMH 2024 annual reports
CEO Jean-Christophe Babin deliberately chose not to use additional 10 carats from rough to achieve 140-carat total, preferring symbolic precision of 1 carat per anniversary year. This attention to narrative detail transformed gemstone into storytelling vehicle, creating media hooks beyond pure luxury positioning.
Priyanka Chopra and Strategic Celebrity Deployment
Bulgari’s decision having Priyanka Chopra wear €40 million centerpiece at May 2024 presentation demonstrated sophisticated media amplification. Chopra represented global Indian diaspora, South Asian luxury expansion markets, and crossover audience bridging Bollywood and Hollywood. Single celebrity wearing single necklace created multi-market media event.
The May presentation also featured Anne Hathaway front row, creating dual-celebrity narrative ensuring American and European fashion media attended. While Chopra wore showstopper, Hathaway’s presence guaranteed publications couldn’t ignore event as at least one relevant ambassador participated. Fashion show featured Isabella Rossellini and Carla Bruni walking ancient bath ruins, adding generational depth.
Strategic Event Elements:
- Priyanka Chopra wearing €40M centerpiece generated multi-market coverage
- Anne Hathaway front row ensured American/European media attendance
- Isabella Rossellini and Carla Bruni added generational depth
- Baths of Diocletian venue provided cinematic backdrop
- Timing coincided with heightened luxury media attention on Rome
- Ancient architecture elevated editorial appeal beyond typical jewelry launch
Timing coincided with heightened luxury media attention on Rome, with fashion editors already planning Italian visits for other events, reducing travel friction and increasing attendance probability. Baths of Diocletian venue provided cinematic backdrop impossible to replicate, ensuring media coverage featured stunning architectural photography elevating editorial appeal beyond typical jewelry launch.
The 2025 Polychroma Success: Sustained Results Through Ambassador Ecosystem
How Ongoing Serpenti Development Drove Q1-Q3 Growth
While 2024 Aeterna collection generated record-breaking revenue, Bulgari’s 2025 success demonstrated sustainability beyond single collection launch. LVMH’s October 2025 third-quarter reports stated: “The Watches & Jewelry business group saw organic growth in the first nine months of 2025. Bvlgari was buoyed by the ongoing development of Serpenti and the excellent results achieved by its Polychroma high jewelry collection.”
This validation gained significance considering competitive context. LVMH’s overall watches and jewelry segment faced challenges throughout 2024-2025, with first-half 2024 sales dipping 5% and ongoing pressure from uncertain economic environment. Bulgari’s ability achieving organic growth during period when competitors struggled demonstrated multi-ambassador strategy’s effectiveness translating visibility into sustained commercial performance.
2025 Performance Context:
- Organic growth in first nine months 2025
- “Excellent results” for Polychroma high jewelry collection
- Ongoing Serpenti development sustained momentum
- Achieved growth when LVMH jewelry segment faced 5% decline in H1 2024
- Demonstrates multi-ambassador strategy translates visibility into measurable outcomes
- Kaleidos Tokyo and Serpenti Infinito Mumbai exhibitions showcased craftsmanship
The Polychroma high jewelry collection represented evolution from Aeterna’s anniversary celebration to ongoing product development driven by same ambassador infrastructure. Rather than one-time campaign requiring celebrity rehiring, Bulgari’s permanent ambassadors seamlessly transitioned from Aeterna to Polychroma promotion across personal appearances, social media, and brand activations.
The Kaleidos Tokyo and Serpenti Infinito Mumbai Exhibitions
Bulgari extended multi-ambassador strategy beyond traditional campaigns through curated exhibitions showcasing craftsmanship. The Kaleidos exhibition in Tokyo and Serpenti Infinito exhibition in Mumbai (October 2025) demonstrated how permanent ambassador relationships enabled sustained market presence through experiential activations rather than relying solely on paid advertising.
These exhibitions created physical touchpoints where consumers engaged with Bulgari narrative without explicit sales pressure, building cultural credibility beyond commercial transactions. Tokyo and Mumbai locations reflected strategic geographic focus on Japanese and Indian luxury markets where ambassadors Liu Yifei and Priyanka Chopra respectively maintained strong influence.
Exhibition Strategy:
- Kaleidos Tokyo: Japanese luxury market with Liu Yifei influence
- Serpenti Infinito Mumbai: Indian luxury market with Priyanka Chopra influence
- Physical touchpoints without explicit sales pressure
- Cultural credibility beyond commercial transactions
- Experiential marketing complemented ambassador-driven campaigns
- LVMH reports explicitly mentioned exhibitions alongside financial performance
Rather than generic global exhibitions, Bulgari deployed curated experiences in markets where specific ambassadors maximized attendance and media coverage. The October 2025 LVMH reports explicitly mentioning these exhibitions alongside financial performance demonstrated how experiential marketing complemented ambassador-driven campaigns to deliver measurable business results.
The Eternally Reborn Campaign: Precision Timing Meets Visual Storytelling
June 2024 Campaign That Sustained Media Dominance
Bulgari launched “Eternally Reborn” campaign June 2024 directed by Nathalie Canguilhem and photographed by Zoey Grossman, featuring Anne Hathaway, Zendaya, and Liu Yifei wearing Aeterna pieces against Rome backdrop. Campaign concept drew inspiration from perpetual rebirth of dawn, celebrating timeless essence of starting anew aligned with 140-year legacy.
Campaign imagery positioned ambassadors traversing iconic landmarks, reflections captured in mirror sequences symbolizing facets of personalities and endless reinvention possibilities. Creative team selected each ambassador’s jewelry with strategic precision, with sapphire suite requiring two years sourcing for perfect stone matching. This attention to narrative detail elevated campaign beyond product photography into aspirational storytelling.
Eternally Reborn Campaign Details:
- Director: Nathalie Canguilhem
- Photographer: Zoey Grossman
- Featured: Anne Hathaway, Zendaya, Liu Yifei
- Setting: Rome landmarks with mirror sequences
- Soundtrack: “Burning” by Yeah Yeah Yeahs
- Key jewelry: Sapphire Brocade necklace (Hathaway, 2 years sourcing), Aurea Chandra necklace (Zendaya, pink gold mesh)
- Digital extension: Eternally Reborn Stories platform for user-generated renewal content
- Physical installation: Vista Aeterna by Sabine Marcelis at Piazza di Spagna (through June 15)
Why Three Ambassadors Rather Than Seven
Eternally Reborn campaign’s choice featuring Hathaway, Zendaya, and Liu Yifei rather than all seven ambassadors revealed sophisticated market targeting. Campaign launched globally but emphasized Western luxury markets (US, Europe) and Greater China, Bulgari’s largest geographic segments. Hathaway and Zendaya delivered American penetration across age demographics, while Liu Yifei unlocked Chinese consumers.
Liu Yifei’s inclusion proved particularly strategic. Known internationally for Disney’s live-action Mulan, she represented bridge between traditional Chinese cultural values and contemporary global luxury. This dual messaging proved essential in market where brands must balance Western prestige with Chinese cultural sensitivity.
Strategic Ambassador Selection:
- Three rather than seven ambassadors demonstrated restraint
- Hathaway and Zendaya: American penetration across age demographics
- Liu Yifei: Chinese consumers, bridge between tradition and contemporary luxury
- Additional ambassadors (Chopra, Lisa, Shu Qi) available for market-specific activations
- Precise trio optimized geographic reach while maintaining creative coherence
Decision featuring three rather than all ambassadors demonstrated restraint unusual for brands with extensive rosters. Rather than overwhelming audiences, Bulgari selected precise trio optimizing geographic reach while maintaining creative coherence. Additional ambassadors like Chopra, Lisa, and Shu Qi remained available for market-specific activations, regional campaigns, and sustained visibility beyond primary launch.
The 2022 Foundation: Paolo Sorrentino and Cannes Moment
Unexpected Wonders Campaign That Established Infrastructure
Bulgari’s 2024-2025 success built on foundation established May 2022 with Unexpected Wonders campaign and accompanying short film. Directed by Oscar-winning Paolo Sorrentino (The Young Pope, The Great Beauty), brand film featured Anne Hathaway’s debut alongside Zendaya, both admiring jewels from high jewelry collection while lounging around villa overlooking Rome.
Sorrentino’s involvement signaled commitment to cinematic storytelling transcending traditional advertising. Throughout film, celebrities play piano, dance, lounge by waterfall, all while looking completely at home in Bulgari jewels. Aspirational lifestyle positioning showed jewelry not as products to purchase but elements of enviable existence.
2022 Foundation Elements:
- May 2022 Unexpected Wonders campaign established multi-ambassador ensemble
- Oscar-winning Paolo Sorrentino directed brand film
- Featured Hathaway debut alongside Zendaya, Chopra, Lisa, Shu Qi
- Demonstrated long-term planning rather than reactive hiring
- By 2024, ambassadors developed authentic relationships with brand
- Accumulated visibility created perception celebrities genuinely chose Bulgari
Film also featured Priyanka Chopra, BLACKPINK’s Lisa, and Shu Qi, establishing multi-ambassador ensemble two years before Aeterna launch. This early coordination demonstrated long-term planning rather than reactive hiring. By 2024, ambassadors had developed authentic relationships with brand, comfortable wearing Bulgari across occasions.
Anne Hathaway’s Cannes Debut That Launched Partnership
Hathaway’s May 2022 Cannes appearance wearing Mediterranean Reverie necklace represented red carpet marketing masterclass. The 100,000-carat piece featured blue cushion cut Sri Lankan sapphire set in white gold, paired with matching ring from high jewelry collection. Classic white sequined Armani Privé gown ensured jewelry commanded attention without competing with dress.
Cannes timing proved deliberate. Film festival generates intense fashion coverage as celebrities showcase luxury jewelry across multiple events. Debut during Cannes guaranteed maximum visibility among exact demographic (affluent, fashion-conscious luxury consumers) brand targeted. Mediterranean Reverie’s distinctive blue sapphire became instantly recognizable, reproduced across fashion photography and social media.
Cannes Strategic Launch:
- May 2022 Cannes debut with Mediterranean Reverie necklace
- 100,000-carat Sri Lankan sapphire in white gold
- Film festival generated intense fashion coverage
- Maximum visibility among affluent, fashion-conscious luxury consumers
- Behind-the-scenes footage captured Hathaway’s authentic enthusiasm
- Positioned as inheritor of legacy including Elizabeth Taylor
Behind-the-scenes footage captured Hathaway saying: “When I think of group of women they’ve had representing them in past, it’s such honor to be part of their legacy.” This authentic enthusiasm created emotional connection between celebrity and brand rare in luxury endorsements, positioning Hathaway as inheritor of legacy including Elizabeth Taylor who famously wore Bulgari Serpenti watch while filming Cleopatra in Rome 1962.
The Bottom Line
Bulgari’s multi-ambassador strategy delivered sustainable competitive advantage validated through LVMH’s October 2025 financial reports highlighting organic growth in watches and jewelry segment when competitors struggled. The Polychroma high jewelry collection achieved excellent results through ongoing Serpenti development, with Kaleidos Tokyo and Serpenti Infinito Mumbai exhibitions showcasing craftsmanship.
Why This Strategy Worked:
- Geographic diversification: Hollywood, Bollywood, Chinese cinema, K-pop
- Demographic precision: Gen Z through Zendaya, affluent mature consumers through Hathaway
- Permanent seven-ambassador ecosystem enabled simultaneous multi-market activation
- Each ambassador served distinct strategic purpose with minimal overlap
- €40M Serpenti Aeterna necklace generated multi-market media coverage
- Integration of campaigns, exhibitions, digital platforms created 360-degree ecosystem
This success built on foundation established May 2022 with Anne Hathaway’s Cannes debut wearing Mediterranean Reverie necklace, May 2024 Aeterna launch generating record-breaking revenue with €40 million centerpiece, and June 2024 Eternally Reborn campaign creating sustained luxury media dominance. The strategy succeeded because Bulgari understood multi-ambassador approach multiplies reach through geographic diversification and demographic precision.
While typical single-celebrity partnerships create dependency and geographic limitations, Bulgari’s permanent seven-ambassador ecosystem enabled simultaneous multi-market activation impossible for competitors. Hathaway delivered American prestige, Zendaya unlocked social media powerhouse positioning, Chopra penetrated Indian diaspora, Liu Yifei connected Chinese luxury consumers, Lisa activated Southeast Asian K-pop fans.
Key Lessons for Luxury Brands:
- Multi-ambassador infrastructure beats single-celebrity dependency
- Permanent relationships reduce per-campaign costs through contract amortization
- Cross-market efficiency eliminates redundant spending across geographies
- Strategic celebrity deployment transforms products into multi-market media events
- Experiential marketing (exhibitions) complements ambassador-driven campaigns
- Long-term planning allows authentic relationships developing between celebrities and brands
The €40 million Serpenti Aeterna necklace worn by Priyanka Chopra at May 2024 Baths of Diocletian presentation demonstrated how strategic celebrity deployment transforms gemstone artistry into accessible aspiration. Integration of celebrity campaigns, physical installations, curated exhibitions, and digital platforms created 360-degree ecosystem maximizing ambassador investment. This represents evolution from celebrity endorsement to celebrity infrastructure delivering compounding returns validated through explicit LVMH financial reporting.
