Florence Welch is the new face of Gucci Timepieces and Jewelry

British musician Florence Welch has been named Gucci's ambassador for watches and jewelry.

The Florence + the Machine singer was recently interviewed by Alexa Chung at the launch of Gucci's new timepiece, the G-Timeless automatic.

Current creative director Alessandro Michele said that the singer is his muse, and he was listening to her album while designing his first ready-to-wear collection for Gucci. 'Florence has become a good friend, but I wanted to work with her primarily because she is an exciting artist. Her dark, romantic songs are timeless and full of passion and emotion - in many ways they evoke the spirit of Gucci.'

Welch described her meeting with Michele saying, 'I am a magpie, and when Alessandro and I first met we bonded over our love of jewellery. I truly believe that what he is creating at Gucci today is magic, and I am so excited to be part of it.'

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