In the current issue of Revolution, we have a feature on the philosophy and direction of Gucci watches. In the story, the president and CEO of Gucci Timepieces & Jewelry, Piero Braga, says, “We have to talk to the new generations, ones that are not attracted by watches as a category, because they have the habit of looking at the time on other devices. It’s important to touch the emotional side of consumers and to offer them a chance to buy according to their emotions. That’s our mission and what our watches stand for.”

One way Gucci is putting this into motion is the brand new #TimeToParr, an Instagram project that presents a portfolio of specially-commissioned work by well-known British documentary photographer Martin Parr.

Gucci Time to Parr

According to Gucci, Parr traveled around the world shooting people and timepieces in nine locations that have been designated “Gucci Places” by the House. These all have a significance for Gucci, either as a site where events relating to the House have taken place (often where advertising campaigns have been created or staged), or where Creative Director Alessandro Michele has found inspiration. The Gucci Places featured in #TimeToParr are: Chatsworth House in Derbyshire; Bibo in Hong Kong; Waltz in Tokyo; the Biblioteca Angelica in Rome; Maison Assouline in London; Los Angeles County Museum of Art (LACMA) in Los Angeles; Castello Sonnino in Montespertoli (Florence); the Gucci Garden in Florence; and the Dapper Dan Atelier in Harlem (New York).

The watches included in the pictures are G-Frame models, G-Timeless pieces, Gucci’s new Eryx watches and the Le Marché des Merveilles Secret Watch.

At Revolution, we celebrate any effort that results in greater awareness for timepieces in general. Instagram has become a great place to showcase watches and lifestyle, so it will be interesting to see the results Gucci has with its #TimeToParr.

Good luck, Gucci. We are pulling for you.