Gucci has launched the #TFWGucci ("That Feel When" or "That Feeling When") project, a collaboration with meme creators from around the world based on the brand's latest watches.

In this project, meme creators from around the world collaborate by creating memes featuring various watches, including "Le Marché des Merveilles."

The works participating in the project include Amanda Churchian, a Los Angeles-based artist known for creating sensual images, Olaf Bruning, a New York- and Zurich-based artist known for his playful work, as well as artists from various countries and regions around the world, including Korean photographer Less and Qatari artist duo Christo & Andrew.

Gucci has also launched a microsite (www.gucci.com/tfwgucci) to showcase the artworks that have been unveiled, and plans to unveil the project at Baselworld, the international watch and jewelry exhibition currently underway, expressing its desire to redefine the contemporary meaning of luxury.