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Brand Evolution
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BE THE
Gucci
It’s tough not to notice if you’re a ‘Gucci woman’.
AINDRILA MITRA finds out why... |
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Gucci..
 Talk
about a woman who is modern, back-to-basics, feminine and yet aggressive
and you’d know what a ‘Gucci woman’ stands for. Decades ago, the name
evoked a precise style that was very different from what it is now.
It was synonymous with discreet moccasins with moderate high heels
and metal clasps, well-constructed ‘Bon Ton’ bags, leather and canvas
bags decorated with the double G, after the initials of the founder,
Guccio Gucci.
Today Gucci stands for a contemporary woman, not vulnerable but determined
and strong, one who knows what she wants with extreme precision. The
jewellery she wears, the latest couture, the G-shaped ring, the golden
‘lace’ necklace and not to forget the smooth stainless steel mesh
strap and mother-of-pearl dial studded with diamonds watch!
 In
sync with being sexy, stylish and trendy, Gucci is one of world’s
leading multi-brand companies. Gucci timepieces have travelled a long
way. What started off as a small luggage and Saddlery Company in 1921
has become what most would call the ‘Gucci phenomenon’ where one dresses
up from head to toe in Gucci.
In fact, by the 1960s, the crème de la crème was walking
the Gucci way. Jackie Kennedy often showed off her shoulder bag (now
referred to as the ‘Jackie O’), Grace Kelly wore the specially made
silk scarf termed ‘Flora’ and the film fraternity from Peter Sellers
to Audrey Hepburn identified the brand to be synonymous with Hollywood
chic! Gucci timepieces were introduced only in 1994 when Gucci Group
NV was incorporated, thanks to Domenico De Sole, the President and
CEO of the company. In the same year, Tom Ford, known for his fashion
feats and previously the Chief Women’s Ready-to-Wear Designer was
appointed as the Creative Director of Gucci’s entire product range
including watches. Moreover his seminal fall/winter 1995-96 collection
transformed Gucci’s style with a remix of classic and modern, tradition
and innovation. It was an immediate hit with the critics and the clientele
and this literally marked the relaunch of the brand. Artistically
combining the classic elegance of Italian design with the matchless
precision of Swiss craftsmanship, Ford made sure that the watches
were also a reflection of Gucci’s philosophy - a commitment to the
highest standards with attention to detail and exacting quality control.
 Gucci
arranged a licensing agreement for the production of Gucci watches
with Severin Montres. The demand for watches was such that Severin
Montres became the largest and most profitable watch manufacturing
company in the industry over a period of time.
Among the first Gucci watches to appear after the acquisition of Severin
Montres was the gold and diamond collection was the ‘G’ watch with
its famous G logo used as an integral part of the watchcase.
In 2000 was launched a timepiece that became a creative interpretation
of a buckle from a Gucci bag! This came with yet a further touch of
originality - a simple slim leather bracelet that wrapped around the
wrist. Another innovation for Gucci was its venture into the mechanical
watch world in 2001. Featuring elegant unadorned styling and a manual
winding movement, the watch was not only a milestone in the company’s
history, but it also positioned Gucci as a serious player within the
Swiss watch industry.
Ford made sure that the new models were in conjunction with the aesthetics
of all other Gucci products. Like any typical Gucci product, the watch
designs are streamlined versions of classic shapes. In the 90s the
styling of Gucci timepieces was characterised by black combined with
steel. The current collection updates colours. Together with a supplementary
of diamond-set piece and an original feminine model of bold architectural
shapes, the present collection displays the distinctive design of
a Gucci in addition to the use of sapphire crystals and 20 micron
plating for gold-plated models.
The direction of Gucci watches are in lieu with a corporate strategy
centered on high quality and direct control. Under Ford’s creative
direction, the watches were consistently repositioned to conform to
the brand’s luxurious image and quality standards. With Ford’s departure
from the company in April 2004, Gucci appointed three new creative
directors within the company. Frida Giannini, appointed as the new
creative director of accessories says, “The nature of fashion is that
it is always changing, and it is up to us to anticipate the change.”
The close unity of the Gucci entity together with the watch-making
operation is certainly one of the most significant factors in today’s
success of Gucci timepieces and has led to their clear positioning
as desirable fashion and design objects. The magic of the Gucci name,
the global communication perception of the Group, its unrelenting
innovative efforts, plus its dedication to an overt commitment to
quality, ensure that Gucci watches remain the benchmark for all other
fashion watches. |
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 THE
GUCCI QUOTIENT
- Which Gucci are you?
- Gucci G Rectangle: It’s perfect for formal wear.
So if you’re the kind who dresses perfect to the ‘t’, this
should be your watch for any social outing.
- Gucci G Mini: Available also in diamond settings,
it is the watch that reflects femininity.
- Gucci 7900 series: Very chic and in place, on time,
in the right outfit. Very formal and very Gucci 7900!
- Gucci 6800: Elegance, sophistication reflected in
a timepiece is how you would probably define this watch line.
It’s a perfect watch to sport when you’re fitted into a little
black dress.
- Gucci 6105: Very sporty and yet hip with its chain-like
strap is the watch for someone who’s adventurous yet fashionable.
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