Gucci Dive lifts brand’s UK growth to the highest heights

Gucci watches boasted online sales growth of more than 70% in the UK last year with its first sports watch pushing the men’s share of its business to a record high.

Gucci watches responded to WatchPro’s recent report of parent company Kering’s dismal watch division performance in 2015. Kering owns Girard-Perregaux, JeanRichard, Ulysse Nardin as well as Gucci.

A spokesperson for Gucci watches in the UK alerted WatchPro to the brand’s strong UK performance over the last 12 months led by the launch of Gucci Dive, which has led to the firm doing more business in men’s watches than ever before.

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They added: “Our classic G Timeless range for ladies and men’s continues to be the biggest selling model in the UK which tends to be more of a traditional and conservative market.”

WatchPro identified the commercial potential of the Gucci Dive collection when we gave the brand’s first sports watch designs a Highly Commended award in the Sports Watch of the Year category of our Watches of the Year 2015 edition.

Gucci described its retail sales as ‘very strong’ with double digital increases across bother multiples and independents. Online sales appear to be working particularly well for Gucci, with growth of 70% driven by ‘original online activity through key retailers’. Gucci also exploited the reach of partners’ social media presence to spread the word.

The fashion brand, which has long had a respected watch offer, describes its biggest marketing success of 2015as carrying forward the unisex image of the brand by presenting male and female orientated lifestyle images in window displays. They added: “This helped sell the new Dive watch sales to men whilst at the same time keeping a ladies focus.”

In 2016 Gucci plans to further develop its men’s offer with ‘key introductions’ as well as launch a new unisex range to the UK market.

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