GUCCI steps into esports: The brand flamboyance!

Italian luxury fashion brand Gucci has officially stepped into the world of esports through a collaboration with British organisation Fnatic.

Gucci doesn’t want to sit by the wayside while Louis Vuitton corners the (apparently substantial) market for esports fashion. It just introduced a limited edition, Fnatic branded dive watch, a quartz timepiece. It features the esports team’s logo and orange color scheme along with Gucci’s signature ‘GG’ (good game – a gamers’ abbreviation). There are even plans for a matching diving game devoted to the watch that will show up in Gucci’s app in the coming weeks.

Gucci and Fnatic first worked together at the top of the year, with the League of Legends team sitting front row at the Milan Fashion Show dressed in the brand’s clothing. At the time, Craig Santicchia, Partner Development Director for Fnatic said, “Gucci has always been an innovative brand, pushing the boundaries, much like ourselves at Fnatic. Disrupting the norms and opening up new possibilities.”

Gucci is selling just 100 units of the Fnatic watch for $1620 each, with pre-orders open now. That’s not the most expensive quartz watch we’ve seen, but one has to be particularly devoted to esports fandom (or at least watch collecting) to pick this over a lower-cost watch or a similarly-priced automatic. Gucci did characterize this as its esports debut, though we wouldn’t be surprised if there are easier-to-justify fashion items in the works.

Fashion flourishes with esports! Big time ahead!