CHANEL returns to the world of water with a new campaign that celebrates the iconic unisex J12 watch. For over 25 years, the J12 has defined the House’s vision of a sports watch, and now it takes centre stage through the lens of two remarkable figures: Gisele Bündchen and Clément Chabernaud. Together, they bring the watch to life, channelling the balance, fluidity, and singularity that have always defined the J12.
The campaign captures the essence of the J12’s philosophy: softer than silk, yet stronger than steel. It is a celebration of contrasts: the smooth, flowing ceramic that feels weightless on the wrist, yet possesses the durability to withstand the test of time.
The J12 itself remains the benchmark in unisex luxury sports watches. Born in 2000 from Jacques Helleu’s daring vision to create an entirely black ceramic timepiece, it defied expectations while setting a new standard of durability and elegance. Over the years, the J12 has expanded into white and blue, each colour expressing CHANEL’s mastery of ceramic: precision pigmentation, temperature control, and painstaking polishing.
Heated to over 1,300°C, the material becomes seven times stronger than steel while retaining a soft, silk-like touch. At its core, the J12 beats to the rhythm of the Calibre 12.1, CHANEL’s self-winding Manufacture movement. Visible through the sapphire crystal caseback, the circular rotor turns with the calm precision of an observatory clock, revealing 191 meticulously arranged components.