February, 15 | Jewelry
Alexa Chung and Florence Welch: Gucci has a new brand ambassador for watches and jewelry

Florence Welch, the lead singer of Florence + and the Machine, is the new ambassador for Gucci Watches and Jewelry.

The British songwriter and fashion icon will promote the brand's jewelry and timepieces. The announcement was made by Alexa Chung, during an interview with Welch at Redbird, a modern American cuisine restaurant located in Los Angeles.

Alessandro Michele, Gucci's creative director since January 2015, was the man responsible for getting Florence Welch into the Italian luxury company.

"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," Michele stated.

Florence, who was a nominee for the 58th annual Grammys Awards, attended the event wearing the Gucci's G-Timeless Automatic, as well as jewelry rings in 18-karat yellow gold featuring citrine quartz, pink and green tourmalines, diamonds and blue sapphires.

"I am a magpie, and when Alessandro and I first met, we bonded over our love of jewelry. I truly believe what he is creating at Gucci today is magic, and I am so excited to be a part of it," expressed Welch.

"[Jewelry] has become so much a part of me that I feel really naked without it. I used to wear all these necklaces on stage, and I'd keep getting hit in the face. Sometimes I wish I was a more static performer so I could go out wearing these really beautiful, fragile things."

Interestingly, Gucci was founded in Florence, Italy.

Jesus Peiro | Porto