Cover Gisele Bündchen stars in the new Chanel J12 campaign
Gisele Bündchen stars in the new Chanel J12 campaign
1 / 1
The Chanel J12 is the ultimate expression in style and function
Trust Chanel to take a utilitarian material like ceramic, traditionally used in construction and the military, and transform it into a desirable object of luxury. While it wasn’t revolutionary at that time, the Chanel J12 ceramic watch made headlines when it was introduced in 2000 as the first of its kind in the luxury sphere.
Designed by the then artistic director Jacques Helleu, the J12 took its name from racing yachts. This year, Chanel is celebrating this iconic timepiece with a campaign starring supermodels Gisele Bündchen and Clément Chabernaud that returns the watch to its sea-faring roots.
Read more: Chanel J12 debuts Calibre 12.1
Gisele Bündchen stars in the new Chanel J12 campaign
1 / 3
The evolution
Ceramic is prized for its exceptional scratch and corrosion resistance. On the skin, it feels smooth and warm, a stark contrast to the coldness of steel. Remarkably, it is also seven times harder, making it a superior alternative for lasting durability. The J12 has appeared in various forms—from tourbillon to GMT to high jewellery—but ceramic remains the core material throughout.
In 2013, Arnaud Chastaignt became the director of Chanel Watchmaking Creation Studio, marking a new chapter for J12. In 2019, a year shy of J12’s 20th anniversary, he gave the 38mm watch a softer profile but a stronger silhouette. He redesigned 70 per cent of its components, including slimmer numerals and a narrower crown.
See also: Chanel’s Arnaud Chastaingt on the creation of J12 Bleu
Above Gisele Bündchen stars in the new Chanel J12 campaign
Gisele Bündchen stars in the new Chanel J12 campaign
1 / 1
Chastaignt wasn‘t only focused on the exterior; he also commissioned a new heartbeat for the watch. Calibre 12.1 is a certified chronometer by COSC and the first manufacture movement to power the J12.
Exclusively developed for the brand by Kenissi, which is partly owned by Chanel, Calibre 12.1 features an openworked rotor designed by Chastaignt who wanted it to rotate with the languid pace of an observatory clock. The openworked design also allows one to admire the delicately finished movement components. Calibre 12.1 boasts a robust 70 hours of power reserve.
“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. 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.”
For more than 20 years, the Chanel J12 has stood the test of time, a modern classic as bold as the legendary fashion house that created it.
NOW READ
Louis Vuitton levels up with De Bethune
Audemars Piguet unveils its first set of new novelties for 2026
Inside the refreshed Patek Philippe Service Centre in Singapore
Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
