Italian luxury maison BVLGARI unveiled its connected ecosystem for jewelry and watches at VivaTech 2026, Europe’s leading technology and startup event held in Paris, France.
The initiative builds on the Maison’s ongoing digital transformation strategy. After introducing the authenticated digital identity platform, BVLGARI Digital Passport, in 2024 and launching Connected Jewelry in 2025, the brand is now extending the ecosystem beyond high jewelry to encompass its broader jewelry and watch categories.
Summary
- BVLGARI unveiled a connected ecosystem for jewelry and watches at VivaTech 2026 in Paris
- The Maison is expanding its BVLGARI Digital Passport beyond high jewelry to include jewelry and watch collections
- Customers can access product information, certificates, warranties, care instructions, and exclusive services through the BVLGARI Touch app
- The system leverages Aura Blockchain technology to enhance authenticity, transparency, and product traceability
- Connected technologies, including micro-engraved serial numbers and data matrix solutions, enable direct interaction between products and customers
The newly expanded connected ecosystem is designed to create a seamless link between physical products and digital services.
BVLGARI Digital Passport serves as a certified digital identity that consolidates product information, brand storytelling, certificates of authenticity, warranty details, care instructions, and exclusive services into a single digital environment. Through a unique digital identity assigned to each piece, customers can maintain an ongoing connection with the Maison long after purchase.
Following the launch of Connected Jewelry in 2025, BVLGARI integrated connected technology directly into its creations, transforming them into interactive touchpoints. Through the BVLGARI Touch app, users can access their Digital Passport directly from the product itself.
With this latest expansion, BVLGARI aims to enhance the customer experience across the entire product lifecycle for both jewelry and watches.
Blockchain Technology at the Core of the Connected Experience
BVLGARI Digital Passport is powered by Aura Blockchain technology, a platform designed to support authenticity, transparency, and product traceability within the luxury sector.
Through the BVLGARI Touch app, customers can access detailed product information while maintaining a direct and continuous relationship with the Maison.
The system is compatible not only with new creations but also with eligible existing products that feature engraved serial numbers from the past decade. Depending on the category, different identification technologies—including micro-engraved serial numbers for jewelry and data matrix technology for watches—enable interaction between the product and the customer, all unified through the BVLGARI Touch app.
BVLGARI Deputy CEO Laura Burdese commented: “Extending the BVLGARI Digital Passport to jewelry and watches marks a significant milestone in our connected journey. It turns every BVLGARI creation into a gateway to a seamless and intuitive experience delivered through the BVLGARI Touch app. This innovation goes beyond a technological evolution; it strengthens transparency, trust, and enduring relationships with our clients, creating lasting emotional connections between each creation and its owner.”
BVLGARI’s participation in VivaTech 2026 marks its sixth consecutive year at the event. In recent years, the Maison has continued to strengthen its investments in sustainability and digital innovation as part of its broader efforts to enhance the customer experience.
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