Renowned Roman high jeweler Bvlgari, recognizing China as its primary market, intends to further expand its presence in the country and foster close collaboration with young artists, Bvlgari CEO Jean-Christophe Babin said at the 7th China International Import Expo (CIIE).

As part of the LVMH Group, Bvlgari is making its fifth appearance at the CIIE from Nov 5 to 10, displaying a selection of Bvlgari creations, artworks and interactive experiences to deliver its diverse cultures.

Adorned with hues reminiscent of Rome, the booth features a contemporary style that pays homage to the brand's iconic Italian art of living.

The artwork Zhu Long (Candle Dragon) by contemporary artist Wu Jian'an is also showcased at the booth. This piece, a component of the Bvlgari Serpenti Factory art project, has been featured in numerous cultural and art centers worldwide. Featuring the snake-bodied ancient Chinese God Zhu Longas the main image, the artwork forms an intricate structure and effect leveraging modern cutting and setting aesthetics and techniques developed from gold and silver coating.

"Art for us is extremely important. We have announced this year the Bvlgari foundation, and the main mission of the foundation is to promote young artists," Babin explained.

In 2004, Bvlgari established its first store on the Chinese mainland, a 12-square-meter boutique located in Beijing's Peninsula Hotel. Today, Bvlgari boasts approximately 100 stores across greater China and employs nearly 1,500 Chinese colleagues throughout the region.

Recognizing China as one of its most crucial markets, Babin stated that Bvlgari intends to expand its presence in China by opening additional stores, as more cities aspire to develop luxury shopping centers.

"China is one of the largest jewelry markets not only because Chinese purchase brands like Bvlgari, but also because they buy numerous Chinese brands as well. Therefore, Bvlgari is committed to this market, which is already our number one market, and we see a further growth in that market," Babin stated.

Furthermore, he mentioned that the mature e-commerce landscape in China will significantly enhance Bvlgari's progress within the country.

"We have the most advanced e-commerce market globally, attributed not only to the digital proficiency of the Chinese but also to platforms such as Tmall, JD.com, WeChat, and brand website.

"At Bvlgari, JD.com and Tmall play a very important part of the business, which also enables us to reach clients in Chinese cities where Bvlgari does not have a physical boutique," Babin said.