Rachel Weisz stars as a modern goddess in new Bulgari ad

MANILA, Philippines - Snakes and Cleopatra — two symbols that exude seduction, power, mystery and eternity.

Iconic elements that Bulgari brings together in a contemporary manner by reinterpreting the legend of Cleopatra, personified as a modern living goddess by Rachel Weisz for the new advertising campaign photographed by Annie Leibovitz.

The snake is a longstanding design that has characterized the Bulgari collections since the Forties. As an emblem it was further consecrated by Elizabeth Taylor, who was immortalized wearing a serpent-shaped watch on the Cleopatra set in 1962. Today, still in the same spirit, it represents a true cornerstone for the venerable Roman jewelry house.

This symbol is further celebrated in the new campaign, where Rachel Weisz becomes a latter-day Cleopatra and contemporary Bulgari divinity — beautiful and sensual, unreachable and in control. She is a muse who enchants with the shimmer of rare serpent-shaped jewels, with a nod to the past and an eye on the future, in keeping with Bulgari tradition.

Snake charmer: Movie star Weisz draped in Bulgari's diamond Serpenti necklace

Weisz’s strength, dynamism and charisma is captured by the lens of a woman equally resilient and determined: Annie Leibovitz, a world-class photographer whose knack for drawing out the most intimate side of her subjects has elevated her to world status.

The monumental backdrop of gray stone boulders brings to mind the temples of ancient Egypt in size and scale, a stronghold where celebrating rituals was customary.

The portfolio of images rotates around a series of portraits that spotlight the jewelry, watches and eyewear from the latest Bulgari Serpenti collection.

Sinuous yet geometric, each jewel is a work of art, painstakingly crafted by Bulgari’s master jewelers in its Roman workshops. A balance between classic Bulgari and contemporary lines for a variety of forms suggested by the snake that transform its lithe body into wraparound bracelets, rings and jeweled watches in single, double or triple coils.

Watch her: The new Serpenti watches wrap the wrist in pink gold spirals with brilliant-cut diamonds; the serpent's-head watch case contains a Swiss quartz movement spe-cially designed by Bulgari.

An elegant play on transparent and matte textures, white, yellow or pink gold glitters with diamonds, in delicate sprinklings or embossed with intricate baguette cuts, alternated or mixed with precious stones and colored gemstones.

The new Serpenti advertising campaign will aired from September 2012 through June 2013.

* * *

In the Philippines, the Bulgari flagship store is located in Greenbelt 4.

Wrapped around her finger: Spiral rings come with one or two coils; the necklace alternates diamond-studded scales with beads of rubellite or peridot.