Fashion brand Gucci enters esports through Fnatic partnership

Gucci has partnered with esports organization Fnatic on a limited edition watch inspired by Fnatic’s League of Legends team.

Only 100 of the Fnatic-branded Dive watches are available, retailing exclusively through Gucci’s website for $1,620 each.

Fnatic won the inaugural League of Legends world championship in 2011, and has won seven LoL European championships. In 2017, it formed a FIFA esports team in partnership with Italian soccer club AS Roma. Fnatic also fields professional teams in video games such as Counter-Strike, Apex Legends, Dota 2 and Rainbow Six Siege.

The new watch features the Fnatic logo on its dial with orange and black colors matching Fnatic’s branding. Gucci has also developed a mobile game that will feature within the Gucci Arcade section of the company’s mobile app.

Fnatic has formed partnerships with a range of real-world companies, including BMW, Hello Kitty, Monster Energy, mattress brand Casper and Chinese smartphone manufacturer OnePlus. Jim Pallotta, a co-owner of both Serie A’s AS Roma and the NBA’s Boston Celtics, is also an investor in Fnatic.

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