First eyewear collection from Bvlgari and Thélios
Bvlgari’s new eyewear campaign. ©Photo: Bclgari / Vito Fernicola

First eyewear collection from Bvlgari and Thélios

Bvlgari and Thélios launch an exclusive eyewear collection that combines luxury and innovation. Inspired by iconic jewelry and timepieces, it redefines elegance for a discerning audience.
January 16, 2024

Bvlgari has recently partnered with Thélios to launch an eyewear collection.

Jean-Christophe Babin, CEO of Bvlgari, expressed his excitement about the partnership with Thélios, noting that it is in line with Bvlgari’s goal to enhance its image in various luxury segments. He emphasized that Thélios, known for its expertise in producing eyewear exclusively for luxury brands, would play a crucial role in elevating Bvlgari eyewear to new heights of desire and opulence.

This collaboration, first announced last May, replaces Bvlgari’s previous association with EssilorLuxottica, which began in 1996. Thélios, part of the LVMH Moët Hennessy Louis Vuitton group, brings a wealth of experience and craftsmanship, having worked with prestigious brands such as Dior, Fendi, Celine and others.

First eyewear collection from Bvlgari and Thélios

Babin recognized EssilorLuxottica’s significant contribution to the development of Bvlgari’s unique eyewear identity. However, he believes that Thélios’ experience with acetate and metals, key elements in Bvlgari’s designs, will bring a fresh and powerful perspective.

Alessandro Zanardo, CEO of Thélios, shared his pride in this new venture. He emphasized the importance of close collaboration between the teams to ensure that the resulting eyewear authentically captures the essence of Bvlgari. Zanardo also highlighted Thélios’ selective distribution strategy, which provides access to a curated global eyewear retail network.

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The synergy of the collaboration extends to Bvlgari’s distribution strategies, where, similar to its approach with watches and fragrances, the brand seeks to exert more control. This exclusivity is underscored by a significant increase in retail prices, justified by the use of more luxurious materials in the designs.

Babin pointed out that eyewear plays a key role in Bvlgari’s strategy to attract younger customers. These products serve as a gateway for those who may not yet have the means to invest in Bvlgari’s high-end jewelry, similar to the brand’s perfumes and small leather goods.

First eyewear collection from Bvlgari and Thélios

The Spring 2024 collection is a testament to this blend of innovation and heritage. Inspired by Bvlgari’s iconic jewelry, the Serpenti eyewear line features designs that mimic geometric snake scales and faceted lenses that reflect the luxury of diamonds. Serpenti Forever eyewear features a snake-head clasp, a detail also found on the brand’s famous bags, decorated with hand-applied enamel.

For men, the collection is inspired by Bvlgari’s signature timepieces such as the Octo Roma and Octo Finissimo. The titanium frames reflect the unique features and geometries of the watches, offering both style and technological innovation.

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