In the world of fine jewelry, where heritage and innovation must move in perfect harmony, a pivotal leadership moment often signals the direction of a brand’s future. This season marks such a moment for Marco Bicego, which has appointed Matteo Cuelli as Global Marketing Director, ushering in a refined era of international growth and brand storytelling.
Effective January 2026, Cuelli steps into a role designed to amplify the house’s global voice while preserving the artisanal soul that has defined it for decades. Reporting directly to founder and CEO Marco Bicego, he will oversee worldwide marketing and communication strategies with a mandate to heighten desirability, sharpen brand positioning, and ensure a seamless narrative across markets, platforms, and touchpoints.
Cuelli arrives with a deeply international résumé shaped by leadership positions at companies such as Swarovski, Safilo Group, L’Oréal Luxe, and Geox. Across these roles, he cultivated a holistic approach to brand building that blends creativity, data-informed strategy, and a sharp focus on the client experience. His track record reflects an ability to translate heritage into contemporary relevance, a quality that aligns naturally with the values of the Italian jeweler he now represents.
For Marco Bicego, whose creations are instantly recognizable for their hand-engraved 18-karat yellow gold surfaces and softly sculpted, nature-inspired forms, the appointment represents an evolution in structure rather than a shift in spirit. The brand has long drawn from the ancient goldsmithing traditions of northern Italy, transforming them into jewels that feel at once organic and architectural. Signature coil techniques and irregular, satin-finished textures give each piece a tactile richness that invites daily wear while retaining an unmistakable aura of refinement.
“Matteo’s appointment represents a natural evolution of our organization,” commented Marco Bicego, Founder and CEO. “As the brand continues to grow internationally, we felt the need to further strengthen our marketing leadership in a structured way, to support the next phase of development with vision and consistency, while remaining fully true to our values and identity.”
“I am delighted to join Marco Bicego,” said Matteo Cuelli. “It is a privilege to work with a brand that embodies authentic Italian craftsmanship and timeless elegance. I approach this role with great enthusiasm and a strong sense of responsibility, with the goal of building long-term value and further strengthening the connection between the brand and its clients worldwide.”
Under Cuelli’s guidance, this aesthetic language is set to be communicated with renewed clarity to a worldwide audience. His brief extends beyond campaigns and visuals into the deeper architecture of brand identity, ensuring that whether encountered in a flagship in Milan, a boutique in Paris, or a showcase in New York, the Marco Bicego universe speaks with one cohesive, distinctive voice.
The house’s global footprint already spans more than 50 countries, with dedicated boutiques in destinations ranging from Venice and Verona to Tokyo, Shanghai, and Beijing. This expansive presence places particular importance on narrative coherence. Every window display, digital expression, and in-store experience becomes part of a single, evolving story about Italian craftsmanship expressed through contemporary luxury.
At the heart of that story lies gold shaped by human touch. Marco Bicego’s ateliers employ traditional engraving methods that leave subtle, irregular striations on the metal’s surface, catching light with a soft, luminous glow. Color enters through carefully selected gemstones whose hues echo landscapes and natural elements, reinforcing a dialogue between jewel and wearer that feels personal rather than ceremonial.
Cuelli has spoken of building long-term value and deepening the bond between brand and client worldwide. That ambition suggests a future in which communication is as carefully crafted as the jewels themselves: emotionally resonant, culturally aware, and grounded in authenticity.
