Gucci has named Florence + the Machine singer Florence Welch as its brand ambassador for watches and jewellery.
Creative director for the fashion house, Alessandro Michele, says he has been wanting to work with Ms Welch since falling in love with her band’s first album.
In a promotional interview with fashion icon Alexa Chung this week, Ms Welch said she had always had a fascination with watches, and admires the current Gucci designs.
“I saw a vintage watch like this and thought about it for years. When they showed me this it was quite serendipitous. It’s quite masculine. But I like the bee symbolism. I really hate being late, actually. It makes me feel really anxious.
“I know it’s more rock ’n’ roll, perhaps, to be much later, and I should use this watch to make sure I’m late. This is set to rock time so I’m always three hours late. But I’m quite responsible for a rockstar,” she told Ms Chung.
Gucci is launching a collection of fine watches this year including the Gucci Diamantissima watch, with a rose gold and black PVD case and a dial etched with the fashion brand’s diamante pattern.
Confirming the power of celebrity endorsements, the watch is currently listed for £595 on Goldsmiths.co.uk, but is out of stock. Don’t despair though, as it is available online from TH Baker: https://www.thbaker.co.uk/gucci-ladies-diamantissima-watch-ya141501.