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| Zhao Lusi’s BVLGARI Power Move: $13K Watches Sold Out, $10M Generated (Photo: BVLGARI) |
Zhao Lusi is once again proving that, love her or question her, her commercial pull is impossible to ignore. The actress has reportedly sold out a limited run of BVLGARI diamond watches priced at around $13,000 each, generating close to $10.6 million in sales almost overnight. In today’s celebrity economy, that kind of conversion rate speaks louder than any debate over image or styling.
After riding a career high with Love’s Ambition, Zhao Lusi’s relationship with BVLGARI has clearly entered a new phase. Five years into her ambassador role, she was unexpectedly positioned as the final star of BVLGARI’s major Chinese New Year campaign, appearing after names like Zhang Linghe, Jolin Tsai, Leo Wu Lei and even Liu Yifei.
That ordering alone was enough to set social media buzzing, especially given Liu Yifei’s long-held global ambassador status.
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| BVLGARI |
The brand’s confidence in Zhao Lusi became even clearer during a recent New Year Homecoming Party held exclusively for her in Shanghai.
Reports suggest the flagship store was closed to the public for the event, a rare move that underlined just how valued she is internally.
Making her first major appearance after a short health-related break, Zhao Lusi wore a limited-edition diamond watch with only 188 units available worldwide. Once her photos spread online, every single piece sold out. The maths was simple and brutal: visibility equals revenue.
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What makes this partnership particularly interesting is BVLGARI’s long-term loyalty. Even during 2023, when Zhao Lusi significantly reduced public appearances, the brand continued backing her with high-profile magazine covers and steady exposure.
That patience now looks like a calculated investment paying off at exactly the right moment.
Yet commercially dominant does not mean controversy-free. Zhao Lusi’s black strapless gown at a recent BVLGARI dinner became a flashpoint across platforms.
Fans praised her sharp, cool elegance and called it her most grown-up look to date. Others argued she lacked the effortless luxury aura traditionally associated with high jewellery, comparing her unfavourably to previous BVLGARI faces and calling her style “too internet-coded” rather than timeless.
This split reaction only intensified during the Qixi campaign, when BVLGARI released a new promotional shoot featuring Zhao Lusi. The comment section quickly turned into a battlefield.
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Some criticised the lighting and set design, others questioned whether her temperament truly matched the brand’s heritage. At the same time, fans came armed with numbers. They pointed out her magazine presales selling out within minutes and highlighted that the core buying power came directly from her fanbase.
From BVLGARI’s perspective, the response has been clear and consistent. Offline resources have increasingly tilted towards Zhao Lusi, with store redesigns, themed openings and prominent displays of her endorsed pieces.
IN cities like Wuhan, younger customers flocked to boutiques not necessarily to buy high jewellery, but to engage with what felt like an approachable version of luxury. That entry-level curiosity is exactly what many heritage brands are chasing.
Industry watchers note that BVLGARI’s current ambassador line-up reveals a deliberate structure. Established icons secure the brand’s classic prestige, while younger figures like Zhao Lusi are tasked with activating Gen Z conversation and spending. She is not meant to replace anyone; she represents a different door into the same house.
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| BVLGARI |
Zhao Lusi herself has leaned fully into this alignment. Her recent drama Love’s Ambition quietly integrates fashion into its narrative, with BVLGARI pieces appearing naturally rather than as obvious placements. This kind of repetition builds subconscious brand recognition, turning drama viewers into potential future customers without a hard sell.
Fan and netizen reactions remain sharply divided. Supporters see her as a symbol of reinvention, pointing to her visible physical changes, more controlled expressions and bolder fashion risks as signs of growth.
Critics argue that luxury needs time and that elegance cannot be rushed. Interestingly, both sides continue to talk, repost, compare and debate, keeping both Zhao Lusi and BVLGARI firmly in the public eye.
Now the question shifts to you. Do you think luxury brands should prioritise heritage elegance or cultural relevance? Is Zhao Lusi redefining what a modern luxury muse looks like, or is this a phase that still needs time to mature?