Last year the Gucci App introduced a pioneering augmented reality technology that allows customers to virtually ‘try on’ items. Originally applied to the Ace sneakers, this AR technology is now available for use with the Gucci timepieces. The initiative bears witness to Creative Director, Alessandro Michele’s unique ability to combine the past with the contemporary, vintage with technology, the real with the virtual.
This is Gucci’s second collaboration with Wannaby, the developer of the AR technology on its app that allows users to virtually try on its Ace sneakers. The technology will once again enable the luxury brand to present its newest models of timepieces to its fans while providing an engaging experience and an opportunity to interact with them.
Through augmented reality, users can explore what Gucci timepieces might look like to wear. People select 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 timepiece appears directly on the user’s wrist without the need for any specialised equipment apart from a phone.
Currently, the Gucci app only has the G-Timeless automatic timepiece in different variants for customers to try on virtually; other models will be added in future. The iconic Swiss-made G-Timeless timepiece, first introduced back in the 1970s, features a stone dial decorated with the brand’s famous bee motif and a transparent case back that gives a glimpse of the automatic movement that powers it. The app also gives the option to take a picture of your favourite timepiece virtually placed on your wrist, which can be easily shared on social media platforms. It is available on both iOS and Google Play and the AR feature is linked to the brand’s website where customers can immediately purchase the timepiece of their choice.
Source: CPP Luxury