Gucci
Main objective
To bring Gucci’s eclectic aesthetic into the world of gaming.
Insights
With timing being important in gaming, Gucci and Fnatic developed a limited edition Dive Watch. Inspired by Fnatic’s prominent League of Legends team, this unique timepiece features Fnatic’s logo and signature black and orange colouring, along with a black rubber strap embossed with the Gucci logo GG — which also stands for ‘good game’ in the world of gaming. Gucci also developed a new game dedicated to the Dive watch called, "Gucci Dive." The term, "Dive," is a LoL related term for a move within the game where players dive into an underwater cave with a special submarine bearing Fnatic’s logo in order to collect coins while avoiding obstacles.
Idea
Limited edition Gucci x Fnatic Dive Watch
Results
Europe
Sold out in Europe within 48 hoursAsia
Sold out in Asia within 1 week2M+
views within a week150M+
readership via 25+ articlesOur collaboration with Fnatic reflects our pioneering approach to design, as we constantly push boundaries to explore new and unexpected directions. This project is particularly interesting as it brings together two very different worlds: watchmaking and gaming. The result is a truly unique timepiece that combines Swiss watchmaking expertise and Gucci creativity with Fnatic’s iconic colouring and logo.
How we did it
Co-branded limited edition Dive Watch
Launch video featuring Fnatic pro players
Milan Fashion Week