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British Actor Idris Elba is the face of Gucci's new timepiece collection | Source: Gucci

It’s Gucci Time: Idris Elba is the Face of Gucci’s New Watch Collection

It’s Gucci Time.

Idris Elba is the face of Gucci’s new timepiece collection – a range of classic-inspired wristwatches with a contemporary flair.

Everyone in the luxury fashion world knows Gucci’s knack for exciting new collaborations and it seems they’ve done it again: partnering with the actor, producer, musician and OBE recipient to promote its latest luxury watches.

Defined by clean lines and contrasting finishes, the GUCCI 25H’s sleek silhouette is inspired by contemporary architecture. 

Gucci

The first Gucci watch campaign for the supremely stylish star delivers a selection of timepieces that blend functionality and fashion with a clean aesthetic and monochromatic styling.

The Gucci 25H timepiece range is defined by streamlined silhouettes, a thin multi-layer case and sleek steel bracelets adorned with the fashion house’s iconic monogram logo. They arrive with a variety of vibrant iridescent dial colours crafted in fine glass that changes hue when exposed to light.

High-end variations include an 18k gold plated dial edition, an iteration with a diamond-encrusted bezel and two tourbillion editions.

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Source: Gucci

While known for its high-end fashion, Gucci’s watch department has been releasing timepieces since the ’70s. In recent times, under creative director Alessandro Michele, it appears the brand is taking its horology more seriously, even developing its own in-house movements.

Inside the latest collection, personally designed by Michele, you’ll find one of these movements, the Gucci GG727.25 calibre. Aside from the automatic movements, there are also some Quartz battery-powered options that find a home in ultra-fine 4mm cases.

Promoting the collection, a video, art-directed by Ezra Petronio, shows Elba delivering a poetic monologue about the importance of time signing off with the “It’s Gucci Time” tagline.

Accompanying the video, in which Elba wears the 40mm steel model, are a slew of endorsed photos by Mert & Marcus which follow the same retro-inspired theme.

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Source: Gucci

While it’s the first watch campaign for the actor and fashion brand, this is far from the first partnership between Elba and Gucci. The actor was styled by Alessandro Michele for the Cannes Film Festival, wearing a navy tux from the brand’s “Exquisite Gucci” collection.

I have had a long-standing relationship with Gucci and love Alessandro’s inspiration and vision with disturbing the norm. I feel like we share a sense of creativity that won’t be pigeonholed — we both constantly keep it moving.

Elba told British GQ

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