Why The Chanel J12 Is A Perfect Fit For Today’s Chic Stylish Watch Collector

Sporty and unisex, understated yet stylish, and modern in design, yet very much in the mould of classical watchmaking, the Chanel J12 is a timepiece that is effortlessly niched in today’s horological landscape. It has not needed to change much since its initial launch in 2000, when it was well ahead of its time, not just because of its design cues but also for the material of its case and bracelet. Ceramic is relatively commonplace today; back then, it was revolutionary.

While having proved quite ageless over the last 26 years, Chanel is giving the J12 a refreshing boost with a new campaign starring models Gisele Bündchen and Clément Chabernaud. The theme is one of water, going back to the J12’s roots of having originally been inspired by racing yachts. “This campaign marks a pivotal new chapter for J12, redefining how we communicate the essence of the watch and opening up bold creative territory. Our aim is to return to the origins of J12 and highlight what makes it truly unique, both in design and spirit. We hope this campaign resonates emotionally with those who already love J12, as well as those discovering it for the first time,” said Marianne Etchebarne, global director of image and communication for Chanel Watches & Fine Jewellery, in a statement. “Gisèle Bündchen is a natural choice for this campaign. There is a genuine authenticity about her, and a true balance of strength and softness that echoes the duality at the heart of J12.”

Although the J12 has presented in innumerable styles and complications—the J12 Bleu collection of last year is one example—the horological star of the campaign is the latest version of its pure, timeless foundation: the J12 Calibre 12.1 in a 38mm black ceramic and steel case (RM35,950). Ceramic is notoriously difficult to work with, but Chanel has applied it to watches longer than most, and the finish of the J12 has an almost luminous quality. Despite its vaunted hardness and resistance to scratches, the bracelet feels light, and has a curious softness and suppleness one does not associate with steel. The 38mm diameter is an ideal in-between sizing that makes it at home on virtually any wrist, while a 200m water resistance rating ensures it lives up to its sports watch designation.

It is equipped with the self-winding Calibre 12.1, a sophisticated piece of kit that is a product of the Kenissi Manufacture, of which Chanel is part owner. COSC-certified and power reserve of 70 hours are just two of the ways that it elevates the ubiquitous time-and-date format. One of its signatures is the circular cutout on the winding rotor, a discreet composition of its own.

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