Gucci is Italy’s most lucrative fashion brand, and one of a handful in haute couture that extends into jewellery and watches. Traditionally, Gucci’s horology department focused on style, producing good-looking watches with mid-range ETA movements. Examples include its annual Grammy Edition model that marks the Recording Academy’s awards show; these timepieces are typically popular amongst fashion-conscious celebrities. In 2012, Gucci announced its intentions to move into high-end watchmaking with the acquisition of Girard-Perregaux’s parent company Sowind. The first joint production will be the Gucci Dive, a men’s watch that will house Girard-Perregaux’s trademark 3300 movement.
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