Cover French model Clément Chabernaud wearing the Chanel J12
French model Clément Chabernaud wearing the Chanel J12
1 / 1
Chanel revisits the foundations of its J12 with a new campaign that returns the ceramic icon to its aquatic origins, reaffirming its quiet authority in modern watchmaking
For more than a quarter of a century, the Chanel J12 has occupied a singular position in contemporary watchmaking. Conceived at the turn of the millennium, it challenged conventions with its use of ceramic in an elegant sports watch. The first model was crafted in black, and white followed soon after. A matte blue shade joined the vocabulary more recently. Yet the essence of the J12 has remained constant, as a disciplined study in contrast where resilience and refinement exist in balance.
This year, Chanel turns its attention back to those foundations. The new campaign, titled ‘In the Greatest Strength Lies Softness’, does not introduce a new complication or visual upheaval. Instead, it sharpens the lens through which we see the J12—as a watch defined by duality.
In case you missed it: Chanel debuts the J12 Bleu at Watches and Wonders 2025
Above Brazilian model Gisele Bündchen wearing the Chanel J12
Brazilian model Gisele Bündchen wearing the Chanel J12
1 / 1
Fronted by Brazilian model Gisele Bündchen and French model Clément Chabernaud, the campaign unfolds within an aquatic landscape that feels expansive yet intimate. The ocean has long served as metaphor for endurance and introspection and here, it becomes a setting for personal equilibrium rather than performance. The casting reinforces the J12’s original status as the house’s first unisex sports watch. It is equally assured on a man or a woman, without concession.
“This campaign marks a pivotal new chapter for J12, redefining how we communicate the essence of the watch and opening up bold creative territory,” says Marianne Etchebarne, global director of image and communication for Chanel Watches and Fine Jewelry. “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.”
Clément Chabernaud wearing the Chanel J12
1 / 5
She adds: “The aquatic world was always at the heart of J12’s story, and with this campaign, we are returning to those origins, which feels especially meaningful.”
Inspired by racing yachts, the J12 was imagined as a sports watch according to Chanel, in that it was streamlined, monochrome and uncompromising in material. Ceramic, heated to over 1,300°C at the manufacture in La Chaux-de-Fonds, Switzerland, remains central to its identity. Seven times more resistant than steel yet lighter on the wrist, it withstands scratches, heat and corrosion with ease. And still, its surface feels almost silk-like.
The line “in the greatest strength lies softness” describes a wearer’s tangible experience of the contrast between the material’s technical resilience and its fluid tactility. The bracelet settles against the skin with a suppleness that belies the engineering behind it. Black appears dense and glossy; white, luminous and precise. Both are the result of exacting pigmentation, machining and polishing processes refined over decades.
Above Chanel J12 in black ceramic
Above The back of the black J12 revealing the Calibre 12.1
Chanel J12 in black ceramic
1 / 2
Turn the watch over and the Calibre 12.1 reveals itself through the sapphire caseback. The self-winding manufacture movement, assembled at Kenissi and co-owned by Chanel, is COSC-certified and delivers a 70-hour power reserve with water-resistance to 200 metres. True to the house’s discipline of proportion, its circular oscillating weight forms near-perfect geometry. Just a few millimetres thick and composed of 191 components, the Calibre 12.1 releases energy with measured consistency.
Etchebarne situates this moment within a broader evolution: “Recent developments, such as the house’s partnership with the Boat Race (annual rowing competition between the University of Oxford and the University of Cambridge) and the introduction of the J12 Bleu, have inspired us to revisit how we tell the story of J12. This moment is a conscious decision to renew the narrative, building on these milestones and reaffirming J12’s central role within Chanel’s watchmaking world.”
Credits
Images: Chanel
Topics
Annabel Tan is the Editor of Watches and Jewellery at Tatler Singapore, where she covers all things luxury timepieces and fine jewellery across both print and digital platforms. She is also the Editor of Tatler GMT Singapore, a role that deepens her fascination with the ever-evolving world of watchmaking. Outside of work, she’s usually on the hunt for her next favourite watch that she can’t afford, planning her next beach getaway, or catching up on the latest Formula 1 race.
