Gucci has lifted the curtain on a new campaign for GUCCI 25H, featuring Oscar-winning actress and film producer Jessica Chastain.
In the film and series of endorsed and still-life images, retro aesthetics and a modern execution dovetail together to celebrate the unique design of the watch collection.
As in the campaign’s earlier incarnation, released in May with actor, producer and musician Idris Elba, Chastain takes on the role of an empowered ‘screen idol’ character.
In the film, presented under the tagline ‘It’s Gucci Time’, she muses on the concept of time in a voice-over monologue.
Meticulously art directed by Ezra Petronio and photographed by Mert & Marcus, the film and imagery blend modern lighting, language and visuals with a vintage edge.
By elevating this with understated hints of irony and a vivid, photographic execution, the campaign has an expressive duality that feels unexpected and decisively Gucci.
Defined by its multi-layered, ultra-thin silhouette, the GUCCI 25H takes its inspiration from sleek architecture, simultaneously evoking the House’s watch expertise and contemporary narrative.
From the sharp lines and integrated bracelet, crown and bezel to subtle details like the contrasting finishes, the GUCCI 25H is a milestone in Gucci’s 50-year watchmaking journey.
Three automatic editions of the watch feature in the campaign, all fitted with the House’s GG727.25 caliber.
Alongside the 40mm steel and diamonds model, which Chastain wears in the film and one of the endorsed shots, are its monochromatic counterparts in blue and pink aluminum, featured in the still-life and endorsed shots respectively.