In 1972, Gucci became one of the first fashion Houses to branch into timepieces, creating successful, iconic models that combined contemporary spirit and tradition, innovation and craftsmanship, fashion and elegance. Later, in 1997, the brand introduced a silver jewelry line, followed by Fine Jewelry and High Jewelry collections. Further reinforcing Gucci’s reputation as an influential and progressive fashion brand, the new and contemporary vision injected by Creative Director Alessandro Michele fully embraces the fashion codes, innovation and contemporary attitude of the House, thereby further enhancing its status as one of the world’s most desirable luxury fashion brands and a definitive 21st century statement of contemporary coolness. Timepieces and jewelry are produced by Gucci’s own skilled craftsmen: master watchmakers work in Gucci’s own ateliers in La Chaux-de-Fonds Switzerland, and goldsmiths create magnificent pieces in Italy. Each piece typically incorporates Gucci’s signature emblems, such as the Horsebit, marrying quality materials with inimitable Gucci flair.