Laura Burdese accepted two changes when she was promoted in September at Bulgari: the title of deputy chief executive, a new position at the 140-year-old jewelry house, and a new focus, ensuring that customers have a consistent, upscale experience with the brand.

Her background seems to have prepared her for both changes. She began her career in the beauty industry, at Beiersdorf and L’Oréal; then moved to the Swatch Group, where by 2012 she was general manager of its Italian subsidiary as well as president and chief executive of Calvin Klein Watches + Jewelry, a now-defunct licensing deal between the two brands.

In 2016, she joined LVMH Moët Hennessy Louis Vuitton as president and chief executive of its fragrance brand Acqua di Parma. And in January 2022, she moved to Bulgari to supervise its marketing and communications.

Ms. Burdese’s appointment to the new deputy role has produced speculation about succession planning at Bulgari, which is owned by LVMH Moët Hennessy Louis Vuitton and has its headquarters in Rome.

“Burdese seems to be in pole position to succeed Babin,” Luca Solca, a luxury analyst at Bernstein, wrote in an email. He was referring to Jean-Christophe Babin, 65, who has been the house’s chief executive since 2013 and, according to Morgan Stanley’s estimates, has more than doubled the brand’s revenues to 3.5 billion euros during that time.

In a recent video interview during a business visit to Milan, Ms. Burdese, 53, talked about house codes, sustainability and the Serpenti-style bracelet she bought long before she came to the brand.