Gucci is the story of a fashion brand that has successfully converted its brand strength into the watch selling market. The Gucci story starts in 1906 in Florence, Italy, when Guccio Gucci opens his saddlery shop. He starts by selling leather bags to horsemen, and then in the 1920's moves into selling luxury baggage as the automobile starts to make horse drawn transport obsolete. In 1938 Gucci opens their first shop in Rome.

In 1947 the leather bag with bamboo handle is created, becoming a Gucci Icon. The 1950's sees the introduction of red stripped webbing, taken from the companies roots, a saddle girth. In 1953 Guccio Gucci dies and Gucci opens its first store in New York. Gucci becomes one of the pioneer brand names of Italian designers in the United States. The Gucci brand also received a helping hand by celebrities such as Peter Sellars, Grace Kelly, Audrey Hepburn and Jackie Kennedy all making the Gucci brand chic in the 1960's.

The 1990's has seen the Gucci brand bought back to life by CEO Tom Ford. The gucci brand now includes luxury item lines from cosmetics, scarfs, jewelry, watches, handbags, belt clasps, colognes, shoes and luggage.