Watches & Jewellery

Gucci presents #TimeToParr featuring photographer Martin Parr

After the whimsical #GucciGram project and the quirky memes-inspired #TFWGucci campaign, Gucci decided to go real and intimate for its latest #TimeToParr project.
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Since taking the helm, Alessandro Michele and Gucci have been working closely with budding talents to embrace Instagram's creative landscape.

In its recent years', Gucci has assembled countless artists to portray its collections and motifs in unique languages of art. 

After working with 31 artists around the globe to reimagine Gucci's signature fabrics for the #GucciGram project, and the candid approach of the memes-inspired #TFWGucci campaign, Alessandro Michele teams up with documentary photographer Martin Parr, to capture real and intimate moments featuring the new Gucci Timepieces collection.

Known for capturing the instant, unfiltered moments of a person, a scene or a situation, Parr's works always come with a humorous line about human nature, cultural, social situation rituals and traditions.

While disclosing the very genuine side of everyday life through his lens, and is considered as the satirical genre of photography, Parr thinks that his eye is never cruel, but simply observational and curious.

For #TimeToParr, Martin Parr travelled to nine Gucci Places around the world to capture numerous subjects wearing the latest Gucci Timepieces.

Staying authentic to his body of work, Parr tapped the anonymous locals in each city as the protagonists of the project; re-interpreting the intimate, inseparable bond between 'time' and our daily life through his vision.

From the Dapper Dan Atelier in Harlem (New York) and the Gucci Garden (Florence) to Bibo (Hong Kong) and Waltz (Tokyo), all these destinations have a unique meaning for Gucci. 

They are either a site where Gucci had once dropped its pin for a pop-up store, a campaign staging or the source of inspiration for Alessandro.

Swipe the gallery to take a look at the Gucci #TimeToParr by Martin Parr:

Find out more about the campaign and timepieces on


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