BVLGARI has created a new jewellery watch collection named LVCEA — a combination of the Italian word for light, "luce" with "lux", the Latin word for luxurious.
The LVCEA series is a tribute to the sundial, which the Italian Jeweller on the occasion of its 130th anniversary describes as the combination of "history with modernity, and function with design".
Every timepiece features a lucent gemstone in its crown, and is highlighted with cabochon cut in noble purple.
Its round case is symbolic of a halo of light.
With a collection of 12 different styles, the pieces range from classic steel versions to the luxury of pink gold and pavé diamonds.
Shu Qi as BVLGARI's first Chinese brand ambassador fronts the print campaign photographed by Chen Man, and stars as well in one of a series of short films directed by Katerina Jebb.
"I am a great admirer of Bulgari, especially of its long history of being a jeweller to the divas. Every Bulgari jewel and watch has a story, and each shares a distinctive signature and personality," added the 38 year old actress.
To me, a beautiful timepiece can always brighten the best of times for women."
Enlisted to help raise the Italian jeweller's profile in mainland China as it looks to expand its reach in Asia, the choice of the accomplished performer is an inspired one. Shu Qi has won accolades within the Chinese film industry as well as on the international front.
Her nominations and wins for over 30 films include Best Actress at the 42nd Golden Horse Award, and a Best Actress nomination at the 48th Golden Horse Award for A Beautiful Life.
