Gucci uses Instagram and watches to present #TimeToParr


Gucci has commissioned a photographer to travel around the world and take pictures of people and timepieces in nine separate locations that mean something to the Gucci brand.

#TimeToParr is a portfolio of specially-commissioned work for Gucci by documentary photographer, Martin Parr.

Parr travelled around the world shooting people and timepieces in nine designated locations.


The watches included in the pictures are G-Frame models, G-Timeless pieces, Gucci’s new Eryx watches and the Le Marché des Merveilles Secret Watch.

All of the locations have a significance for Gucci, either as a site where events relating to the House have taken place or where creative director Alessandro Michele found inspiration.

Of the nine locations that were used in #TimeToParr, Chatsworth House in Derbyshire, Bibo in Hong Kong, Waltz in Tokyo and the Biblioteca Angelica in Rome all featured.

#TimeToParr is an Instagram-only project, and launched on Gucci’s account yesterday.


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