The appointment of Dua Lipa as Bulgari’s global brand ambassador signals a decisive move by the LVMH-owned maison to consolidate its influence within the high-jewelry sector.
By integrating the pop icon into its marketing framework, Bulgari is tapping into a consumer shift where ‘hard luxury’ assets - such as jewelry and timepieces- are increasingly viewed as essential lifestyle investments by younger affluent demographics. This strategy follows LVMH’s 2025 financial performance, where the Watches & Jewelry division maintained a 3 per cent organic growth rate, reaching a valuation of €10.5 billion.
This growth outpaced traditional leather goods, suggesting that high-ticket jewelry remains a more stable asset class during periods of normalized luxury spending. The association with Lipa provides Bulgari with a direct line to a digital-native audience that now accounts for over 40 per cent of luxury high-jewelry transactions globally.
Geographic hedging and portfolio diversification
The integration of Lipa into an ambassador roster featuring Anne Hathaway and Priyanka Chopra Jonas allows Bulgari to maintain a localized presence across fragmented global markets.
This diversified influence is particularly critical as luxury brands face fluctuating demand in ajor Asian hubs, necessitating a stronger performance in North America and Europe. In these Western markets, LVMH recently reported a revenue share increase of one percentage point, boosted by successful product launches like the Polychroma collection. By utilizing Lipa’s cultural relevance, the maison aims to lower the barrier of entry for high-jewelry appreciation, shifting the narrative from exclusive heritage to modern, wearable luxury. This approach not only supports current sales but also builds long-term brand equity among a generation that prioritizes authenticity and social influence in its purchasing decisions.
LVMH hard luxury division and brand evolution
Bulgari is an Italian luxury house renowned for Mediterranean-inspired high jewelry, watches, and accessories. Founded in 1884, it joined LVMH in 2011 to accelerate global distribution. The brand is currently expanding its presence in emerging markets like India and Japan, focusing on experiential retail and high-value investment pieces to drive fiscal growth.
