Alessandro Michele, Gucci’s Creative Director, conceived Gucci’s new advertising campaign for its timepieces after being inspired by the most human of interactions: the handshake.
A warm gesture of inclusivity, the handshake becomes the true character of the campaign. Depicting a charismatic and confident leader on the campaign trail, photographer Ari Marcopoulos portrays and debunks the image of power in a series of meet- and-greets, emphasizing the diversity of the personalities that a campaigner could encounter on his travels.
The two styles featured in the campaign include a completely new ageless model, the Grip, and new versions of the G-Timeless automatic.
‘Grip’ is a reference not only to the way in which the timepiece fits snugly to the wrist, but also to the world of skateboarding: the watch hugs the wrist, adhering in the way trainers stick to the grip tape on a skateboard. The Grip was designed by Alessandro Michele without a definition of gender. One design of a Grip watch features a yellow gold PVD case, three windows indicating hour, minute and date and a yellow gold PVD bracelet engraved with GG. Another version of the Grip watch features a steel case and interchangeable green alligator strap. The G-Timeless Automatic watches are crafted with a steel case, black onyx stone dial with bees and steel bracelet or steel case with 18kt yellow gold buckle, blue lapiz stone dial with bees and interchangeable blue lizard strap.