Bulgari opened its first international locations in New York City, Paris, Geneva and Monte Carlo in the 1970s. For many years the company maintained a showroom in New York's The Pierre Hotel. Today Bulgari has more than 230 retail locations worldwide.

In 1984 Sotirios' grandsons Paolo and Nicola Bulgari were named Chairman and Vice-Chairman of the company and nephew Francesco Trapani was named CEO. Trapani's goal to diversify the company was started in the early 1990s with the release of the Bulgari perfume line. Under his tenure the company has established itself as a luxury goods brand recognized throughout the world.

In 1995 the company was listed on the Borsa Italiana. The company has seen 150% revenue growth between 1997 and 2003. Currently outside investors hold about 45% of the company's stock.

In the beginning of 2001 Marriott International formed a joint venture with Bulgari Spa to launch a new luxury hotel brand, Bulgari Hotels & Resorts. Luxury Group, the Luxury Division of Marriott operates Bulgari Hotels & Resorts as well as the Ritz-Carlton Hotel Company. Bulgari opened its first hotel in Milan in 2004, and a second in Bali in 2006. Bulgari is the supplier of luxury goods used in guest suites and public areas aboard the ships of the Italian cruise company Silversea.