Bulgari names Florence Pugh ambassador, unveils Serpenti and Tubogas portraits

Bulgari named Florence Pugh its newest ambassador on May 18 and paired the announcement with a set of portraits that made a clear styling argument: one bold piece can do the work of a full stack. Pugh appears in Serpenti and Tubogas jewelry, including a Tubogas 18kt yellow gold bracelet set with pavé diamonds, a matching Tubogas 18kt yellow gold ring set with pavé diamonds, and a special-edition Serpenti Tubogas studs capsule single-spiral watch.

The message lands because Serpenti already carries cultural weight. The collection is widely described as one of Bulgari’s most iconic and collectible lines, with roots traced to the 1940s, while Tubogas gives the pieces their tightly wound, snake-like shape. That combination of heritage and hard, polished structure is exactly what makes the look feel suited to daytime now: it reads sculptural rather than ornate, and statement-making without needing a necklace-and-earrings-and-bracelet cascade.

Pugh framed the partnership in language that fits that shift. “Becoming a Bvlgari ambassador is about more than wearing extraordinary jewelry,” she said, adding that it is “about being part of a legacy that celebrates fearless female artistry, where every creation tells a story.” She also said she was honored to partner with a maison that lets her express her individuality. In other words, the jewelry is being positioned less as decoration than as identity, which is why Serpenti and Tubogas feel especially ripe for women who want one signature piece and not a full styling strategy.

That matters for everyday jewelry because the strongest images here are the simplest ones: a single coiled gold bracelet, a ring with enough presence to stand alone, and a watch that behaves like a jewel first and a timepiece second. At the luxury end, Bulgari is leaning into craftsmanship, precious 18kt yellow gold and pavé diamond setting. At more accessible price points, the look translates through the same visual codes, a snake motif, a curved or wrapped silhouette, or a single sculptural gold form that can sit with a white shirt, knitwear or a blazer without feeling overdressed.

Pugh also arrives at Bulgari with serious visibility. The brand described her as an Academy Award nominee and one of the most influential voices of her generation, and she joins other familiar Bulgari faces including Dua Lipa and Anne Hathaway. With Dune: Part Three, Avengers: Doomsday and East of Eden all on her 2026 slate, her new portraits are positioned to circulate far beyond the fine-jewelry set, and that could make Serpenti and Tubogas look less like evening codes and more like the new language of everyday polish.