Celebrating 50 years of watchmaking this year, the GUCCI 25H collection marries function with fashion for some of this summer’s hottest watches.
If you’re a big time fashion house looking to crack into the lucrative luxury watch market, how do you make a splash, let alone waves? Especially with the depth of the field these days. Cut corners? Or slap a logo on it? No, you make a really good watch… and hire Idris Elba to promote it.
Launching today, the brand’s latest campaign celebrates its GUCCI 25H collection, recruiting a certain high profile British actor to contemplate his relationship with time.
As compelling as Elba is on screen, it’s the watch on his wrist (a fetching 40mm stainless steel number in this instance) that deserves the highest praise.
Gucci watch collections have been a thing since the ’70s – it was one of the first luxury brands to step boldly into a world that can often be esoteric and very, very hard to crack.
Under the guidance of Alessandro Michele, the house has beefed up its offering and developed its very own mechanical movements, the real proof that a brand is taking its horology seriously. They’ve even done a tourbillon and a flying tourbillon!
Fitted with the Gucci GG727.25 caliber, the collection has been personally designed by Michele, and is inspired by contemporary architecture with pleasingly clean lines, monochromatic styling (that pink dial!) and an ultra thin case that makes this both a performance watch and something that you could wear to a nice gala dinner.
Elsewhere in the fashion scene, Hermès has taken a typically dedicated and craft-centric approach to its burgeoning watch business.
One of the fastest growing names in (sort of) Swiss watchmaking, the French house that is famous for its silks, saddles, soft tailoring and bags that are a much better investment than Bitcoin right now, has based its watchmaking – Hermès Horloger – in Brügg in Switzerland (which is Swiss German for bridge in case you desperate to know).
Overseen by Chief Exectuive, Laurent Dordet, the brand’s flagship range of sports watches, collectively called H08, have proved a massive hit.
Developed over the course of three years, it’s sporty, elegant, a bit square and a bit round at the same time, with a 39mm case and, but of course, a signature in-house movement, the H1837, and utilises high tech and typically luxurious materials like titanium, ceramic and Philippe Delhotal, the division’s creative director, told the New York Times, “Sport at Hermès is not about sweating, it’s about elegance and enjoying a lifestyle.” What a line, Philippe.
Then you have Louis Vuitton’s space age and ultra desirable Escale Spin family of watches, the apex of which is Escale Spin Time Meteorite, which has a pink gold bezel, a dial made from Namibian meteorite (the finest meteorite around), and a unique face that features 12 rotating ‘cubes’, giving the watch a new appearance, and comes fitted with the house’s LV 77 Automatic La Fabrique du Temps Louis Vuitton movement.
At Chanel, a name that might not immediately spring to mind when high-end performance men’s watches are mentioned, Coco’s created a proper diving watch!
A 38mm case (a great size of case), a slick and slick black ceramic and steel design that is water resistant to 200m with an automatic calibre. A proper dive watch! Made by Chanel! Great!
Finally, we want to pay homage to the BOSS Steer GQ Edition, a very special collaborative chromo with a strong 44m diameter and a minimalist, sort of Bauhaus-y design, it’s a dress watch and a sports watch and a watch to wear to the GQ Men of the Year Awards.
As the GUCCI 25H campaign’s tagline confidently, and correctly, states: “It’s Gucci Time”. But also it’s Hermès, Louis Vuitton, Chanel and Boss time. The more the merrier, I think the saying goes.
[Via GQ UK]