Gucci Debunks Power Through Handshakes in Latest Timepiece Campaign


Gucci ‘s latest campaign spotlights its upcoming timepiece collection for this season in a typically eclectic and retro-themed photo series.

The campaign centers on the handshake to show off each watch and was shot by Ari Marcopoulos – who has worked with Gucci before and photographed the artwork for Jay Z’s Magna Carta Holy Grail album – and was directed by Alessandro Michele.

The imagery captures a political campaigner meeting and greeting a diverse range of Gucci-clad characters in a bid to debunk the images of power. Showcased in the campaign are two different watches – the Grip and the G-Timeless automatic.

Gucci’s Grip watch draws its inspiration from the skateboarding scene in the 1970s, referencing the way sneakers stick to the grip tape on a skateboard. The genderless Grip watch features three windows to show the hour, minute and date and is designed to be interchangeable. One design sees a yellow gold PVD case and a matching “GG” engraved strap, whereas another features a steel case and an interchangeable green alligator strap.

G-Timeless automatics are crafted from steel and include a black onyx stone dial with bees decorating the face all around. The standout offering from this collection is the steel case G-Timeless automatic with an 18kt yellow gold buckle, blue lapiz stone dial with bees and an interchangeable blue lizard strap.

Take a look at the campaign imagery in the gallery above and pick up the watches in Gucci boutiques and select stores when they drop in September.

In case you missed it, Gucci recently spotlighted its Cruise 2020 menswear collection in a lavish, historically Italian campaign shoot.