GUCCI · FINE JEWELRY & WATCHES
Gucci Unveils New Horsebit Collection and Campaign
Gucci revisits one of its most enduring symbols through a new fine jewelry and watch collection brought to life in a cinematic campaign photographed by Carlijn Jacobs.
Gucci unveils a new interpretation of its Horsebit heritage with a fine jewelry and watch collection presented through a campaign shaped by light, shadow and cinematic narrative. Photographed by Carlijn Jacobs, the imagery gives the House’s historic equestrian emblem a contemporary visual language while keeping its distinctive codes firmly in view.
The collection brings together necklaces, rings, bracelets and a Horsebit watch, extending the motif across sculptural forms and diamond-set designs in yellow and white gold.
A New Chapter For The Horsebit
At the heart of the new collection is a selection of Horsebit necklaces. A yellow gold chain design is joined by small and large pendant styles in yellow or white gold, each illuminated with diamonds. The familiar hardware-inspired shape is translated into fine jewelry without losing the visual tension that has defined the Horsebit across Gucci’s history.
Contrarié rings further reinterpret the emblem, wrapping the Horsebit form around the finger in yellow gold accented by diamonds. The result is a collection that moves between recognizable House symbolism and contemporary jewelry architecture.
From Chain To Sculpture
The bracelet offering continues the collection’s contrast between fluidity and structure. A yellow gold chain bracelet is set with diamonds, while sculptural bangles appear in two sizes. One version brings diamonds to yellow gold; another strips the design back to a streamlined yellow gold expression.
Completing the campaign is a Horsebit watch with a steel chain bracelet and silver dial. The watch translates the same emblem into a timepiece, connecting Gucci’s jewelry vocabulary with its long-standing history of watches and accessories.
The collection’s campaign language is deliberately cinematic. Baron & Baron serves as Art Director, with Carlijn Jacobs behind the photography, Marie Chaix styling, Janeen Witherspoon responsible for make-up and Olivier Schawalder for hair. Light and shadow become part of the storytelling, allowing the jewelry to emerge as both object and symbol.
The Horsebit: A Gucci Signature
The Horsebit emblem first appeared at the end of the 1940s, when it was sketched in the notebook of a Gucci artisan. During the 1950s, the motif moved onto Gucci accessories and loafer collections, establishing the equestrian reference as one of the House’s recognizable signatures.
Bracelets and watches followed in the 1970s, extending the Horsebit beyond footwear and leather goods. In 2004, Gucci introduced its Horsebit fine jewelry collection, creating a dedicated expression of the emblem in precious materials.
More than seven decades after its first appearance, the Horsebit continues to evolve through new proportions, materials and contexts. The latest collection places that heritage directly within contemporary fine jewelry and watchmaking.
THE HORSEBIT COLLECTION
Selected Gucci Pieces
Selected pieces from the new Horsebit fine jewelry collection, presented through Gucci’s current product offering.
NECKLACE
Gucci Horsebit Diamond 18k Pendant Necklace
A Horsebit pendant necklace in 18k gold illuminated with diamonds.
$7,950
RING
Gucci Horsebit Diamond 18k Contrarié Ring
A yellow gold Horsebit contrarié ring accented with diamonds.
$7,000
EARRINGS
Gucci Horsebit Diamond 18k Stud Earrings
Diamond-set 18k gold stud earrings interpreting the Horsebit motif.
$3,000
Gucci Horsebit: Frequently Asked Questions
Key questions about the new Horsebit fine jewelry and watch collection, its campaign and the history of the emblem.
What is the new Gucci Horsebit collection?
It is a new fine jewelry and watch collection centered on Gucci’s Horsebit emblem, with necklaces, rings, bracelets and a Horsebit watch presented in contemporary designs.
Who photographed the Gucci Horsebit campaign?
The campaign was photographed by Carlijn Jacobs, with imagery built around an interplay of light and shadow inspired by cinematic narratives.
What jewelry pieces are included in the collection?
The collection includes necklaces, pendant styles, contrarié rings, chain bracelets and sculptural bangles, with designs in yellow or white gold and diamond-set versions.
What materials are used in the new Horsebit jewelry?
The designs use yellow gold and white gold, with selected pieces illuminated by diamonds. The collection also includes a streamlined yellow gold bracelet and sculptural bangles.
Is there a Gucci Horsebit watch in the new collection?
Yes. The campaign includes a Horsebit watch distinguished by a steel chain bracelet and a silver dial.
When did the Gucci Horsebit emblem first appear?
According to Gucci, the emblem first appeared at the end of the 1940s, when it was sketched in a Gucci artisan’s notebook.
When did the Horsebit become part of Gucci accessories?
The Horsebit began appearing on Gucci accessories and loafer collections in the 1950s, establishing the motif as an enduring House signature.
When did Gucci introduce Horsebit fine jewelry?
Gucci’s Horsebit fine jewelry collection debuted in 2004, extending the historic motif into precious jewelry.
Who is the creative director of Gucci?
Gucci identifies Demna as its artistic director. The House is led by President and CEO Francesca Bellettini.
Who directed the art direction and styling for the campaign?
Baron & Baron is credited for Art Direction, Marie Chaix for styling, Janeen Witherspoon for make-up and Olivier Schawalder for hair.
What does the Horsebit represent for Gucci?
The Horsebit is a long-standing Gucci emblem associated with the House’s equestrian inspiration and heritage. Its use has evolved across accessories, loafers, watches and fine jewelry.
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CAMPAIGN CREDITS
Art Director: Baron & Baron
Photographer Endorsed: Carlijn Jacobs
Stylist: Marie Chaix
Make Up: Janeen Witherspoon
Hair: Olivier Schawalder
Gucci was founded in Florence, Italy, in 1921. The House is part of Kering.