chanel | the j12 watch campaign

 

Supermodels Gisele Bündchen and Clément Chabernaud have officially taken over the high seas for the latest Chanel J12 campaign. Looking every bit the duo we didn’t know we needed, they are seen navigating the waves to celebrate a watch that first broke the rules of luxury over two decades ago.

Bündchen leans into her beach-born roots, wearing the iconic timepiece while lounging on a sailboat, whereas Chabernaud takes to a rowing boat in a nod to the brand’s fresh partnership with the Oxford and Cambridge Boat Race.

 

The J12 began its life as a bit of a rebel. Back in 2000, Jacques Helleu wanted a watch that captured the smooth yet aggressive lines of J-Class racing yachts. He didn’t ask for permission to change the rules of the game; he simply built the first luxury watch made entirely from high-resistance ceramic. While the rest of the industry remained stuck on heavy metals, Chanel was busy cooking its materials at temperatures over 1300°C. That heat transforms a simple powder into something that could survive a skirmish with a diamond yet feels as smooth as a silk slip against your skin. It is seven times more resilient than steel but significantly lighter, making it a piece you actually want to keep on your wrist for the long haul.

This watch arrived as a unisex icon long before gender fluidity became a standard talking point. It was originally a gift Helleu made for himself, yet it immediately spoke to anyone with a pulse and a sense of style. Today, that legacy continues with the Calibre 12.1, a self-winding mechanism visible through the sapphire crystal case back.

Chanel’s Director of Watchmaking, Arnaud Chastaingt designed a circular rotor that turns with the steady rhythm of an observatory clock. This sophisticated movement contains 191 components, meticulously positioned to provide a power reserve of 70 hours. Every second moves with metronomic precision, capturing the energy of the wearer and releasing it with delicate poise.

 

The J12 is built for every environment. Being water-resistant up to 200 metres, it can withstand a proper plunge or a deeper dive. The real magic, however, lies in the finish: every link of the ceramic bracelet is polished with diamond powder until it catches the light like a mirror. Whether you opt for the classic pitch black, the crisp white, or the new matte blue, the watch is designed to stay looking brand new.

Discover more here.

photography. courtesy of Chanel
words. Gennaro Costanzo