The Witty, Wild World of Gucci Watches Online

Gucci hasn’t broken the internet, but it has cracked Instagram. And we can’t get enough.

Photographs by Martin Paar

For its new Instagram campaign, Gucci commissioned British photographer Martin Parr to capture its new watches at nine so-called Gucci Places—sites of brand inspiration, including the Los Angeles County Museum of Art, Maison Assouline in London, and Gucci’s own Florentine garden. As with all of Parr’s work, the photos are hyper-saturated, acerbic, precisely observed. It’s the only luxury watch campaign this year co-starring a stale croissant, a pigeon’s gnarled claw, and a few spots of a tourist’s acne. #TimeToParr is as visually successful as it is ambitious. Which is saying something. 

ITALY. Gucci. Time to Parr. 2018.

The collaboration between Gucci, a brand that’s as Italian as bus strike, and Martin Parr, documentarian of British kitsch and quirk, was not self-evident. It owes its existence to one Roman Anglophile: Alessandro Michele, the visionary, maximally-coiffed creative director of Gucci.

Michele’s love of the British is foundational. His very first collections featured models that looked as if they were honey-dipped then dragged through the Elizabethan, Victorian and Edwardian eras; above the shoulders alone, accessories included ruffled collars, slips of tartan and silk scarves knotted under the neck, a look recognizable to viewers of The Crown. Another dream, realized in 2016, was a Gucci show staged at Westminster Abbey, the sight of all English coronations since William the Conqueror’s ascent in 1066. Cool, Britannia.

ITALY. Gucci. Time to Parr. 2018.

Now we have these Martin Parr pictures, which—not to put too fine a point on it—are about perfect. Timely, technicolor, absurd and charming. From the company that sells four-figure jackets embroidered with the Yankees logo, commissioning the former president of the Magnum photography collective to shoot an Instagram campaign makes a perverse kind of sense. It’s the full glory of high-low.

But there are many British photographers. What bound Michele’s cavalcade of prints, ruffles and horse-bit everything specifically to Martin Parr is a two-part epoxy: one part robust Anglophilia, one part dense, referential, mordant wit. Parr’s work is most often described as anthropological and satirical. What are Michele’s silhouettes, pulled from Renaissance paintings, if not anthropology? What is an interlocked-G Gucci logo the size of a focaccia if not satire?

Rather than flying in a phalanx of models, Parr cast subjects via their proximity to Gucci’s chosen locales and, in the case of one Chatsworth House groundskeeper, for the proximity of the green of his jacket to Gucci’s own trademarked hue. The man, gray and gentle, sweeps the pavement. Peeking from beneath the sleeve of his fleece: a 38mm G-Timeless, its band a perfect match to the worn broom handle.

GB. England. Gucci. Time to Parr. 2018.

Another photo from Chatsworth is a portrait-of-a-portrait: two teens taking a selfie. They’re demure and apple-cheeked. The boy’s phone case, garish and worn, would give most art directors an aneurysm. But follow his hand down to the wrist and you see the juxtaposition: cheap plastic foregrounding Gucci’s Eryx G-Timeless, sitting as serene and golden as a sphinx.

Across the Atlantic, a different shot shows a woman head to toe in pink: clothes, nails, eyeglasses, jewelry, hairdo, notably taut face. Whatever she’s regarding is out of frame, but it could be one of LACMA’s Rodins—her hand clasps her chin in homage to the sculptor’s “The Thinker.” The watch, Gucci’s Le Marché Des Merveilles, is appropriately Pepto-Bismol, plus serpents, studs, and shoe-leather from one of Shirley Temple’s old Mary Janes.

HONG KONG. TOKYO. LA. NYC. Gucci. Time to Parr. 2018.

Was commissioning Martin Parr, famed for biting meta-portraits of the leisure class, to photograph luxury goods a wise idea? Can such a surfeit of irony—Gucci’s current retro-indulgence plus Parr’s wicked perspective plus The Internet—trick the laws of metaphysics, piercing through layer after layer of critique, parody and burlesque, and end up engendering the glamour that makes a buyer point to a bauble, and say, Mine?

And so one might wonder: Is this #TimetoParr campaign the best Anglo-Italian collaboration since Spaghetti Westerns?

Indeed, we say. Decisamente, si.

Raptures of the Deep

Photographs by Junichi Ito
Styling by Stephen Watson & Jared Lawton

Doctors call it nitrogen narcosis. Diving’s old guard call it Martini’s Law. Both mean the same thing: For every 15 meters of depth, the physical effect is equivalent to one drink. Euphoria? Hallucinations? All that and more. But you don’t need an underwater trip to see that modern sports watches are reaching higher levels of dry-land appeal. Slowly surface. It’s time to decompress.

Audemars Piguet Royal Oak Offshore Selfwinding Chronograph, $26,600; audemarspiguet.com
Cartier Calibre de Cartier Carbon Diver Watch, $8,950; cartier.com
Blancpain Fifty Fathoms Bathyscaphe Day Date 70s, $12,700; blancpain.com
Hublot King Power Titanium Oceanographic 4000, $20,600; hublot.com
LEFT: Rado Tradition Captain Cook MK III, $2,550; rado.com RIGHT: TAG Heuer Aquaracer Calibre 5, $2,400; tagheuer.com
Panerai Luminor Submersible 1950 3 Days Automatic Oro Rosso, $26,700; panerai.com
Rolex Sea-Dweller, $11,350; rolex.com
LEFT: Vacheron Constantin Overseas, $20,900; vacheron-constantin.com RIGHT: Bell & Ross BR 03-92 Diver, $3,700; bellross.com

Aero-Aesthetics: The Untold Story of the Aviation Watch

By Sam Fritsch

The aesthetics of enlisted men have been kicking off fashion crazes for centuries, often by way of civilian trendsetters. Consider Humphrey Bogart’s trench coat, Tom Cruise’s Ray Bans, Andy Warhol’s camouflage prints. Or, in the case of the pilot’s wristwatch, Charles Lindbergh and Professor Philip Weems.

The evolution of the aviation watch from a practical instrument to modern wardrobe staple is woven into “Time and Navigation,” on display at The Smithsonian National Air and Space Museum in Washington D.C. The exhibit explores how the intersection of time and navigation has changed and shaped our world over the last three centuries. It’s broken up into four sections: seagoing navigation, space navigation, satellite navigation, and air navigation. The latter is of particular interest, as it highlights the unique challenges associated with adapting techniques that worked at sea for use in the air.

Artifacts on show include early chronometers, sextants, and charts used by famous aviators. There’s also interwar flying gear and all types of radio equipment, plus the crystal oscillator of the 1920s, which electrically vibrated a crystal, measured its resonance, and gave the time down to the microsecond. But the real treasure is the 1930s-era Longines’ Lindbergh Hour Angle Watch — and the story behind it.

Navigation during the pioneering days of aviation was a struggle. Airplanes weren’t ideal places to do mathematical calculations: there was an open cockpit, pilots wore thick gloves, and the sky was often obscured, making it difficult to see the horizon. Also, the tools weren’t good. Accuracy suffered; pilots didn’t always end up where they thought they were going.

Roger Connor, curator of the “Time and Navigation” exhibition, says that on Charles Lindbergh’s famous 1927 flight from New York to Paris, he didn’t bring a radio or a sextant because they simply didn’t work very well. These tools were also heavy, and he’d rather carry extra fuel to accommodate for navigational errors. Incredibly, when Lindbergh became the first person to make a nonstop solo transatlantic flight, he did so using a compass and a clock.

Charles A. Lindbergh poses in front of Ryan NYP “Spirit of St. Louis outside a hangar in St. Louis, Missouri, May 11, 1927. Image provided by National Air and Space Museum, Smithsonian Institution.

But he was nicknamed “Lucky Lindy” for a reason: on the day of his historic trip, the net wind drift across the Atlantic was zero, ideal conditions for navigation. After he made headlines, other pilots thought the trip would be equally as easy; many were injured or killed trying to replicate similar flights. Soon, aviators realized the complexities of negotiating long-range flying.

“Lindbergh himself got lost a couple times (while flying) and finally the lightbulb goes on for him that he needs to figure out how to navigate, because no one else had figured out how to navigate well in an airplane,” explains Connor. “He started asking around and finally someone told him, ‘Oh, this P.V.H. Weems guy has been doing a lot of work on this problem and he’s got some pretty good ideas.’”

Celestial navigation innovator and instructor, P.V.H. Weems.
Image provided by National Air and Space Museum, Smithsonian Institution.

Philip Van Horn Weems, an Olympic wrestler and Annapolis graduate, was a decorated veteran of both World Wars and the Godfather of modern avigation. As a US naval officer in the late 1920s and early 1930s, he’d pursued new ways of approaching navigation, ultimately creating a new standard for tabulating Greenwich hour angle to improve accuracy, a technique that the military would use for another three decades. This development earned him a position teaching at the Naval Academy at the dawn of precision flying and, later, early space travel. In 1953, Weems was awarded the Magellanic Premium for his contributions to navigation, an honor that has been given only 33 times since its establishment in 1786.

But as far as his developments have gotten him, Weems had a humble beginning: he started with a simple Waltham torpedo boat wristwatch, which was a standard early 20th century military chronometer. He added a hacking feature to it, meaning he could continually adjust it to the second. This new “hack” watch allowed airplane navigators to set the time on their watches using radio signals, instead of setting their time in port like they did with ships.

“Why is this a big deal? Well, if you can’t adjust it to the second, you might be up to thirty seconds off the minute, even if it’s technically set accurately,” Connor explains. “And that type of inaccuracy could mean you’re flying a few miles off of the equator, so it’s a big error. The ability to set the watch to the second really simplifies the process of calculation, and that’s what it’s all about in the airplane: you have to do it quickly and easily.”

After the two men met in 1928, Weems gave Lindbergh one of these second-setting watches and taught him how to use it. Soon after, the Navy assigned Weems to teach Lindbergh celestial navigation, which differs from traditional navigation because the movement of the stars is slightly different than that of the sun. The two came up with the idea of a watch that measured celestial time, so that airplane navigators didn’t have to work out corrections mathematically. Instead, they’d just check the time on their wrist.

The Lindbergh-Longines Hour-Angle Watch wristwatch, marketed in the mid-1930s, eliminated a simple but troublesome calculation in celestial computations.
Image by Eric Long, provided by National Air and Space Museum, Smithsonian Institution.

Lindbergh and Weems went to Longines with the idea of creating the Hour Angle Watch, which used Weems’s method of calculating the celestial fix. The bezel and dial of the watch would “allow navigators to read off the hour angle of a celestial object at Greenwich, eliminating a simple but troublesome calculation.” Longines was ecstatic at the idea of making a Lindbergh watch, and aggressively marketed the collection in the mid-1930s. Because of Lindbergh’s fame, the watches became wildly popular, and not just among aviators. In doing so, the duo became unlikely sartorial heroes, making the flight-ready aesthetic into a salable item, helping blaze a trail for decades of high-style, aero-inspired timepieces.

“The aviation watch became a fashion accessory and it’s funny because, going back to Lindbergh and Weems, they’re the ones who actually kind of created that fashion craze,” Connor explains. “The practical watches had big knobs so you could adjust them with those thick pilot gloves on, but obviously they were shrunk down for the fashion watch. It wasn’t really for aviators anymore, it was really so you could walk around and say, ‘Oh yeah, I have a Lindbergh watch.’”

Match Game: Boutique Watches + High Fashion

Independent watchmakers have a lot in common with today’s top designers.

They’re fearless risk takers, pushing boundaries with new shapes, innovative technologies, and high-tech materials. Preserving that independence allows for true individuality, giving watchmakers the ability to carve out unique identities and, in turn, enabling their products to stand out from the crowd. While many of these watchmaking marvels can stand alone by virtue of their complications and technical prowess, they are nonetheless meant to be worn. Sure, the watch you choose might be the rarest, the most complex, the most unusual. But if it doesn’t pair with your favorite outfit—game over.

Here, we’ve taken some recent standouts spotted at the Carré des Horlogers, the independent wing at the SIHH 2018 watch fair, and paired them up with groundbreaking trends from the spring/summer 2018 menswear collections. Result? The edgiest style inspiration you’ll need this year.


Valentino
+
H. Moser

Venturer Concept Blue Lagoon; h-moser.com

Hermès
+
HYT

h0 GOLD; hytwatches.com

Tom Ford
+
Ferdinand Berthoud

Chronométre FB 1R. 6-1; ferdinandberthoud.ch

Bottega Veneta
+
URWERK

UR210 Royal Hawk; urwerk.com

Brunello Cucinelli
+
Laurent Ferrier

Galet Annual Calendar School Piece; laurentferrier.ch

Comme des Garçons
+
Hautlence

Invictus Neon Yellow; hautlence.com

Hit List: Ralph Lauren 867



Sleek. Geometric. Detailed. The integrated steel bracelet and case of Ralph Lauren’s new 867 timepiece (now enlarged to 35 mm) feels unabashedly art deco, harking back to the architectural splendor of 1930s New York. The dial injects Jazz Age swing, agreeably mixing Arabic and Roman numerals with Breguet-style hands.
To maximize the effect, go for that off-white lacquered face. It’s like Benny Goodman standing in a Raymond Hood lobby, sitting on your wrist. Sure, there’s a trusty Sellita-based, self-winding Swiss mechanical movement ticking away inside. But make no mistake: This one’s an American classic. 

Ralph Lauren 867 Steel, $4,600; ralphlauren.com