Chanel’s exquisite new wrist candy refashions the house’s handbag codes on an enigmatic jewellery watch. The trademark, leather quilting is artfully replicated in miniature on a stainless steel bracelet while the swivelling oblong clasp that sits on the dial is a replica of the rotating double CC Mademoiselle lock.
The clasp clicks open to show a sparkling, princess-cut diamond, alongside the time and minute hands. It can be placed horizontally or vertically to conceal or reveal the time as you please.
The modern jewellery watch features a high-precision quartz movement and is available in four different styles, including a high-glamour, limited-edition model emblazoned with diamonds. The new wristwatch proceeds the highly technical Chanel Calibre 2 timepiece for women, debuted at Baselworld in March, suggesting that the brand is currently flexing its horological muscles.
The new timepiece is accompanied by a black-and-white campaign, intimately shot in Coco Chanel’s former apartment in Paris. Chanel muses Stella Tennant and Alice Dellal star alongside a selection of esteemed women who work behind the scenes at Chanel: fashion studio director, Virginie Viard; fabric director, Kim Young-Seong; visual merchandiser, Agnes Liely and global creative make-up and colour director, Lucia Pica.
Indeed, it feels rather fitting for a women’s watch campaign to feature the integral female characters that make Chanel tick.