Into the Blue with the Chanel J12
Chanel is best known as one of the world’s great fashion houses, but over the last two decades, it has made enormous strides to become a respected watchmaker as well. Its signature timepiece is, without a doubt, the Chanel J12. For those unfamiliar with its distinctive presence, a new campaign starring Brazilian supermodel Gisele Bündchen and French model Clément Chabernaud offers an alluring introduction to the watch, its legacy, and its nautical inspirations.
Shot against the backdrop of the open sea — a welcome escape from the doldrums of February in Canada — the new campaign speaks to the duality at the heart of the J12, a character that is as much about technical precision as aesthetic ease. Launched in 2000, the watch was the brainchild of Jacques Helleu, Chanel’s then-artistic director. A lover of the sea and sailing, Helleu drew inspiration from the sleek, minimalist silhouettes of J-Class racing yachts — the legendary vessels known for their performance in the America’s Cup. This nautical DNA is visible in the J12’s clean lines and its case made from high-tech ceramic — a material that’s harder than steel yet feels silky smooth against the skin.
A singular luxury sports watch, the J12 stands out both in its unique aesthetics and its gender-neutral appeal. “J12 was born from an act of radical creation. Without compromise or permission, it took hold like a revolution, challenging the traditional codes of watchmaking,” explains Arnaud Chastaingt, director of the Chanel Watchmaking Creation Studio. “This unbridled creation literally changed my perception of watches and was an inspiration to me. So much more than an icon, J12 is a manifesto of emancipation and audacity: it’s resistant to everything, especially trends.”
Chastaingt’s career is likewise synonymous with horological innovation. A graduate in art and design from the Strate School of Design in Paris, he became Director of the Chanel Watchmaking Creation Studio in 2013. Since then, his creations for the maison have included numerous versions of the J12, the widely celebrated Monsieur de Chanel watch, and many others. He’s also overseen significant technical milestones, including the development of
five in-house calibres, including the Calibre 5 powering the J12 Tourbillon Diamond. His work has also been celebrated with no less than six GPHG Awards — the ultimate recognition of watchmaking prestige.
But you don’t need to know any of that to appreciate the sensual escapism of Chanel’s new campaign, or be captured by the sporty sleekness of the J12. Dramatically shot in moody, high-contrast tones, the images capture the ocean’s magnetism as experienced by Bündchen and Clément as they float, row, and stare out to sea. It’s more than enough to make one picture oneself on an empty beach, taking in a tropical sunset, and — ideally — wearing a Chanel J12.
The post Into the Blue with the Chanel J12 appeared first on Sharp Magazine.