There are basically three categories of product in the new Gucci watch and jewelry universe. Iconic/classic–which is as conservative and traditional as Gucci gets–something that every brand has to have; Contemporary, where the symbols mentioned above are more evident, and this segment appeals to a much younger clientele; and Fashion Forward, which is the top segment that really brings new ideas (materials, designs) into watches. “The fashion forward watch is a new way to conceive watches,” says Braga. “This is where the cross over, the contamination if you will, between categories is more evident–it’s a mix between a jewel, Gucci leather goods, fashion and more, all in an object that gives you the time.
Some of the new fashion forward products ready for Baselworld include the Dionysus, the tiger’s head secret watch (available in resin at a lower price point as well as in silver with diamonds at the top end), special green-red-green Plexiglas watches, a new colorful moon phase watch and an automatic GMT watch.
Gucci is still committed to manufacturing Swiss Made timepieces, staying within the philosophy of being authentic in every product category.
“The bulk of our collection has always been quartz, but we still have some automatics, and we always will,” says Braga. “We will never be about the hyper complicated movements, but as we do watches that are like jewels, the same will apply to automatics. In Basel, we will have new automatics and a new GMT watch that is very special — the GMT indicator is a snake. What we do is the perfect combination between Italian creativity and Swiss know-how. This is something that is not easy to put together.
“We won’t put limitations on the future, as the possibilities in the watch and jewelry categories are endless,” he continues. “For us, we don’t have any interest in doing something that all the others are doing and just put the Gucci name on it. We want to be appealing because we are Gucci and we offer something the others do not.”