At the Baselworld 2012, Bulgari will be presenting the new Serpenti watches that will perpetuate the Bulgari legend with unrivalled intensity.

Forming a natural extension of the bracelet, the case shaped like a snake’s head houses a Swiss quartz movement specifically personalised for Bulgari.

It is set on either side with 6 brilliant-cut diamonds (0.6 cts) framing the black sapphire or white mother-of-pearl dial (depending on the version) graced with 12 diamond-set hour-markers.

Bulgari Hotel is scheduled to open in London in April in the exclusive district of Knightsbridge, just in time for the Summer Olympics and the Queen’s Jubilee events.

Bulgari Hotel is managed by Bvlgari Hotels and Resorts, a joint venture between Italian jeweller Bvlgari (owned since last year by LVMH) and Marriott International.

Bulgari Hotels and Resorts already operates properties in Milan and Bali. The opening will signify the first luxury new-build hotel in 40 years to open in the city.

To mark its 125th anniversary, Italian jewelry manufacturer Bvlgari has teamed up with Italian sparkling mineral water San Pellegrino.

The bottle will feature a unique Bulgari inspired label featuring the image of a yellow gold necklace embellished with diamonds, turquoises, emeralds and amethysts.

Gemstone exclusive 75ml bottle packaging is expected to be sold in Bulgari’s International Touring Exhibition in Paris running through January 2012.

For everyone wondering if the lion in Bulgari’s Mon Jasmin Noir print ads was real, there’s proof now: actress Kirsten Dunst can be seen cuddling with the majestic animal in the brand’s new filmed commercial.

Wearing jewels from Bulgari’s Mediterranean Eden Collection, which was unveiled in February during Milan fashion week, Dunst jaunts around the garden of an Italian palazzo, presumably taming the wild creature with her heavenly smell.

French luxury group LVMH has agreed to buy Rome-based jeweler Bulgari SpA in a cash-and-shares deal worth euro4.3 billion ($6 billion).

The deal will see Bulgari’s founding family become the second largest family shareholders in LVMH behind that of Chief Executive Bernard Arnault.

LVMH also announced a tender offer of 12.25 euros per share to acquire the remaining shares of Bulgari, a 61 percent premium over where they were trading before the announcement.

Italian luxury label Bulgari has released the ad image for its new fragrance, Mon Jasmin Noir, a flanker to the 2008 perfume Jasmin Noir.

Actress Kirsten Dunst can be seen covered with only some draped fabric, holding a giant flacon of the fragrance and sitting next to a real lion.

Mon Jasmin Noir, which features notes of lily of the valley, sambac jasmine, musky nougatine and vibrant wood, is now exclusively available at US department store Nordstrom before being rolled out internationally from next month.