Idris Elba stars in the new GUCCI 25H campaign. The British actor, producer, and musician performs an inner monologue throughout a single-take sequence that culminates in the tagline, ‘It’s Gucci Time.’
Classic yet rooted in innovation, the collection is envisioned by Creative Director Alessandro Michele to become a significant milestone in Gucci’s 50 years of watchmaking expertise. The name, GUCCI 25H, is attributed to a particularly symbolic talisman for the Creative Director.
‘It’s Gucci Time’ is also the new tagline for the GUCCI 25H timepieces collection. Drawing inspiration from modern architecture’s sleek forms, the watch has a multi-layered silhouette and ultra-thin profile. The collection is characterized by clean lines, contrasting finishes, and an integrated bracelet. The automatic editions are fitted with the Maison’s new in-house GG727.25 caliber. Alongside the 40mm steel model, which Idris Elba wears in the video, are counterparts in striking blue aluminum or steel embellished with diamonds.
Two tourbillon editions are fitted with the exclusive Gucci caliber flying tourbillon. The iridescent selection includes different color variations. A glass dial defines the silhouette, changing hue when exposed to light, while the Interlocking G motif appears as a subtle nod to the House’s founder.
Idris Elba’s accomplishments outside of acting are pretty impressive: he’s a working DJ, founder of Green Door Pictures and even tried himself as a director in 2018 with a thriller “Yardie.” Through Green Door, the star has released the doc “Mandela, My Dad and Me” and series including the Sky comedy “In the Long Run.”
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