Idris Elba’s latest role: Gucci model. The actor is the face of the new Gucci 25H timepiece campaign, which features images by Mert & Marcus and a video directed by Ezra Petronio.

Inspired by the sharp, clean lines found in modern architecture, the 25H collection is ultra-thin. With contrasting finishes and a multi-layered silhouette, the 25H is the culmination of Gucci’s 50-year watchmaking experience.  

The 25h has several automatic editions, each with the Gucci GG727.25 caliber. There is a 40mm steel model, as seen on Elba, as well as two tourbillion editions and several sizes of quartz editions with 4mm cases.  

The campaign was overseen by Creative Director Alessandro Michele, and makeup and hair was done by Jojo Williams and Riaze Foster respectively.  

With his raw magnetism, Elba brings a level of seduction, humor, and sophistication to the campaign, perfectly on brand for Gucci. With retro-style poses, contemporary lighting, and a general vintage edge, the campaign alludes to the duality of modern times under the tagline “It’s Gucci Time.”