Last year the Gucci App introduced a pioneering augmented reality technology that allows customers to virtually ‘try on’ items. Originally applied to the Ace sneakers, this AR technology is now available for use with the Gucci timepieces. This initiative bears witness to Creative Director Alessandro Michele’s unique ability to combine the past with the contemporary, vintage with technology, the real with the virtual.

The technology will enable Gucci to present the newest models of watches to its fans and provide an engaging experience and an opportunity to interact with these pieces. Gucci collaborated for the second time with Wannaby, developer of shoe AR technology for the House. This initiative is the first official release of newly developed watch functionality.

Through augmented reality, users can explore what Gucci watches might look like to wear. People pick the watch of their choice on screen, point their mobile device’s camera towards their wrist and virtually ‘try on’ the timepiece. Notably, Gucci is the first fashion brand to introduce markerless watch AR technology on its App, meaning that the watch appears directly on the user’s wrist without the need for any specialised equipment, apart from a phone.

At launch, the technology allows customers to virtually ‘try on’ the G-Timeless automatic watch. This Gucci timepiece will be joined by others on the App shortly. The Swiss-made G-Timeless features a stone dial decorated with the House’s famous bees, first introduced to Gucci in the 1970s, which function as the indexes that mark each hour. A transparent case back gives a glimpse of the automatic movement that powers the timepieces. The G-Timeless is available in several variations, all featuring different decorated stone dials.

Available on iOS, the feature is linked to the website, where customers can immediately purchase the watch of their choice. Users are also able to take photos of themselves virtually ‘wearing’ their favourite watch and share these on social media platforms.

Founded in Florence in 1921, Gucci is one of the world’s leading luxury fashion brands, with a renowned reputation for creativity, innovation and Italian craftsmanship. Gucci is part of the global luxury group Kering, which manages the development of a series of renowned Maisons in fashion, leather goods, jewelry and watches.
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Wannaby is a fashion-tech start-up from Belarus and a leader in fashion AR-keting. It is acknowledged by industry leaders and AR professionals all over the world to have released the most precise and accurate AR try-on technology. Brands and retailers across the globe use Wannaby’s proprietary technology to provide