Gucci to employ AR technology also on its watches

Over the last few years, Gucci is the brand that more than anyone else has proved to be at the forefront in the use of new technologies aimed at further enhancing the shopping experience, with the aim of establishing an unprecedented relationship with the final consumer, who, as never before, plays an active and crucial role in the construction of the language and identity of brands. 

When, about a year ago, Gucci introduced augmented reality technology on its App to allow users to virtually try on the brand's Ace Sneakers, it was a small revolution. The innovative project managed to perfectly combine the two souls of the Maison, on the one hand, an infinite fascination for the past and its symbols, on the other the intention to work projected towards the future, a dichotomy that has become the benchmark of the brand under Alessandro Michele's direction.

After being revolutionized in its entirety a few months ago, today the Gucci App sees the introduction of a new possibility. The technology will enable Gucci to present the newest models of Gucci 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. 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. Users are also able to take photos of themselves virtually ‘wearing’ their favourite watch and share these on social media platforms.

At launch, the technology allows customers to virtually ‘try on’ the Gucci G-Timeless watch. This timepiece will be joined by others on the App shortly. The Gucci G-Timeless features a stone dial decorated with the House’s famous bees, first introduced to Gucci in the 1970s. 

The Gucci App is available on iOs and Google Play.