Bulgari, the Rome-born global high jeweler and high-end watchmaker, has announced the appointment of actor and artist Kento Nakajima as its new brand ambassador. Often described as “a jewel named Kento Nakajima,” he now joins the Bulgari family alongside other distinguished ambassadors.
Nakajima has long captivated audiences as both a solo singer and actor, delivering dynamic stage performances and memorable acting roles. His clear vision and strong determination have been widely recognized, not only by Bulgari—who has collaborated closely with him on several projects in recent years—but also by the public at large. In this sense, Bulgari welcoming Nakajima into its family feels like a natural and inevitable step.
From the perspective of Japanese consumers, this announcement is likely to have a tangible impact on purchasing behavior. Nakajima’s refined yet approachable image resonates strongly with younger luxury buyers, potentially encouraging first-time purchases of Bulgari jewelry and watches. His elegant, modern masculinity aligns well with Bulgari’s brand identity, which combines Roman heritage with contemporary sophistication.
As news, the collaboration is compelling: it bridges high luxury with pop culture and entertainment, making Bulgari feel both aspirational and accessible. This balance enhances brand storytelling and keeps the topic engaging beyond traditional fashion and luxury audiences.
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