Alessandro Michele, Gucci’s Creative Director, conceived Gucci’s new advertising campaign for its timepieces after being inspired by the most human of interactions: the handshake. A warm gesture of inclusivity, the handshake becomes the true character of the campaign. Depicting a charismatic and confident leader on the campaign trail, photographer Ari Marcopoulos portrays and debunks the image of power in a series of meet-and-greets, emphasizing the diversity of the personalities that a campaigner could encounter on his travels.

The two styles featured in the campaign include a completely new ageless model, the Grip, and new versions of the G-Timeless automatic.

‘Grip’ is a reference not only to the way in which the timepiece fits snugly to the wrist, but also to the world of skateboarding: the watch hugs the wrist, adhering in the way trainers stick to the grip tape on a skateboard. The Grip was designed by Alessandro Michele without a definition of gender. One design of a Grip watch features a yellow gold PVD case, three windows indicating hour, minute and date and a yellow gold PVD bracelet engraved with GG. Another version of the Grip watch features a steel case and interchangeable green alligator strap. The G-Timeless Automatic watches are crafted with a steel case, black onyx stone dial with bees and steel bracelet or steel case with 18kt yellow gold buckle, blue lapiz stone dial with bees and interchangeable blue lizard strap.

The advertising campaign launches in June.