As long as companies manufacture and sell products, there will be endorsements, limited editions, and exorbitant retail prices — even if the endorsements or limited edition products make no sense. The House of Gates collaborated with the House of Gucci in November 2021 to release one of the least needed iterations of the Xbox to ever hit the market… which also happened to be the most expensive model of the wildly popular gaming console ever produced. What made this even more perplexing was that, at the time, finding a regular ol’ (albeit new) Xbox Series X was akin to purchasing the winning Mega Millions lottery ticket while discovering the pot of gold at the end of a rainbow.
Xbox series x best buy
So why release a version of the console at a time when supplies were still limited for the base model, which literally only the rich and famous — “affectionately” referred to as one-percenters — could afford? It’s not so much about the money as it is about the publicity. Gucci, which is owned by the French luxury group Kering, generated approximately €9.73 billion in revenue in 2021. Meanwhile, Microsoft’s revenue in 2021 is expected to be $168 billion. Neither company needed the extra revenue that this limited edition box of trendy tech would bring them.
Now that’s one stylish Xbox
And by limited edition, we mean there were only 100 of these Gucci-emblazoned models produced. The double GG logo, inspired by the Gucci rhombi design from the 1930s, was laser etched across the black cases of the Xbox Series X consoles. It came with two wireless controllers with the red and blue Web stripe, as well as a handy carrying case inspired by Gucci’s famous luggage. On the bottom of the case are the words Good Game.
Because the ubiquitous gaming slogan tossed around at the end of a multiplayer match is Good Game, typically distilled down to two letters: GG, the karma is strong here. Surprisingly, these letters are also the exact initials of Gucci’s founder, Guccio Gucci. Gucci’s Xbox, indeed. Do you have goosebumps?
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Because Gucci was celebrating its 100th year and Xbox was celebrating its 20th, they thought they should team up and create a once-in-a-lifetime limited-edition collaboration, which debuted with a retail price of $10,000 each. Gucci’s website sold out of all 100 pieces (the only place you could buy them). However, auction site StockX has a few for sale ranging from around $7,000 to over $17,000. When you’re a one percenter, you truly have money to burn.