Luxury can go hand with hand with humanitarianism. The proof? Florentine fashion house Gucci’s “Chime for Change” campaign for the new Gucci SYNC watch.
SYNC stands for “Social. Young. Network. Community.” By teaming up with MySpace for its campaign, Gucci is turning the musical platform into its new promotional terrain. Chosen to support this campaign that aims to better the lives of young girls and women around the world, this watch has become the ambassador of a promise. Fria Gianini, creative director for the brand and co-founder of Chime for Change, alongside Beyoncé and Salma Hayek, had this to say on the subject: “I hope that through CHIME we can help the voices that call for change to become so strong that they can’t be ignored.”
This only makes the watch even more desirable. Already, an ethical, almost maternal aura bursts forth from its ovoid shape. Fitting, since Gucci made it for young people that aren’t afraid of taking chances. Seemingly made to be admired in the palm of one’s hand, it still manages to look great on the wrist as well with its pure and shapely aesthetic. Gucci Watches is giving us a timepiece who’s second measurer is even more intricately tied to the digital generator in the millennial generation. Dynamic through its savoir-faire, the brand seems to be dedicating this new icon to them.
The polished sundial and steel bezel with oval contours is accompanied by the telltale intertwined Gs. The edge of the stainless steel and transparent nylon case, at 9 o’clock, is also engraved with the Gucci Logo – a little something for tradition. For innovation, the brand revisits the emblematic green-red-green band: anchored to the rubber bracelet, it lights up the monochrome ensemble. Its wise construction is amongst the most reliable of their watch creations. Even better, it’s one of the most heavily backed charity projects, since Gucci will be donating 50% of its proceeds from the sale of the watch, taking place between May 27 and August 31st. Two models in different sizes – XXL (46 mm) or L (36 mm) and in either black or white will be available during this pre-sale period on the label’s website.
There’s no time to waste; get one now and give to others by giving yourself a little something!
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