Gucci Announces Florence Welch as New Ambassador

Gucci kicked off Grammy weekend in style by announcing its latest ambassador for watches as jewelry as none other than Grammy nominee Florence Welch of Florence + the Machine.

The announcement was made during a private event at Redbird on Friday, where Welch was interviewed by fellow British fashion icon Alex Chung, who also took over the Gucci Snapchat account to reveal the House’s new partnership,

“Florence has become a good friend, but I wanted to work with her primarily because she is an exciting artist. Her dark, romantic songs are timeless and full of passion and emotion—in many ways they evoke the spirit of Gucci, ” said Gucci’s Creative Director Alessandro Michele.

In response, Welch stated, “I am a magpie, and when Alessandro and I first met we bonded over our love of jewelery. I truly believe that what he is creating at Gucci today is magic, and I am so excited to be part of it.”

Also at the event, Gucci unveiled its latest timepiece, the G-Timeless automatic (which Welch wore while speaking along with a bangle and a mix of rings from Gucci Jewelry’s Icon, Marché des Merveilles and Flora collections. On her hands were 18kt yellow and pink gold rings, each decorated with precious stones, diamonds, or motifs like the honeybee. These were paired with a delicate honey bee bangle, in yellow gold. The stacked rings and different metals gives a vintage allure in line with Florence’s own eccentric style). A design featuring an eclectic mix of decorative bees, a heart and stars, the G-Timeless automatic combines Michele’s creative sensibilities with the tradition of Swiss watchmaking, and introduces the new motifs the designer is developing for the House to the world of Gucci horology.