Nestled in the heart of Paris, CHANEL has been an iconic force in the world of luxury since 1910, known for its visionary approach to fashion and accessories. When the maison ventured into the world of haute horlogerie in 1987, it was no surprise that its watches would carry the same allure, precision, and elegance that had defined CHANEL for decades. From the sleek sophistication of the PREMIÈRE collection to the bold innovation of the J12, and the modern, architectural appeal of the BOY∙FRIEND, CHANEL watches have become an enduring symbol of refined craftsmanship and contemporary style.
The story of CHANEL watches began with the launch of the PREMIÈRE in 1987. It was CHANEL’s first-ever watch, a design crafted exclusively for women. The PREMIÈRE, named after CHANEL’s first boutique at 31 Rue Cambon in Paris, embodied the spirit of the house with its octagonal case mirroring the shape of the Place Vendôme—an iconic Parisian square that also inspired the stopper of CHANEL No. 5 perfume. With its clean lines, minimalist design, and elegant proportions, the PREMIÈRE set the tone for the brand's watchmaking vision: timeless, feminine, and distinctly CHANEL. It was a watch that blurred the line between jewelry and timekeeping, creating a sophisticated accessory for the modern woman.
In 2000, CHANEL took the watch industry by storm with the release of the J12, a revolutionary model that introduced high-tech ceramic into the realm of luxury watches. Initially created as a sports watch, the J12 quickly became a cultural icon. Its monochrome black or white ceramic cases and bracelets, combined with its sleek silhouette, offered a fresh and daring departure from traditional watch materials. The J12 was as much about fashion as it was about function, appealing to both men and women who appreciated its innovative use of materials and avant-garde design. Over the years, the J12 has evolved, with models featuring automatic movements, GMT complications, and even tourbillons, while always staying true to its original, daring spirit.
The BOY∙FRIEND collection, launched in 2015, took a different approach, offering a more understated, yet equally captivating, expression of CHANEL’s watchmaking expertise. With its bold rectangular case and masculine-inspired design, the BOY∙FRIEND defied traditional gender norms, creating a watch that embraced androgyny while still exuding elegance. The collection’s name itself plays on this duality, suggesting a watch that could just as easily be borrowed from a significant other. With its understated dial, clean lines, and alligator or tweed-patterned straps, the BOY∙FRIEND is a reflection of CHANEL’s ability to reinterpret classic forms with a modern, minimalist twist.
CHANEL’s watch collections, from the feminine allure of the PREMIÈRE to the bold, unisex appeal of the J12 and BOY∙FRIEND, have transformed the brand into a respected player in the world of high watchmaking. Each watch is not only a reflection of the brand's rich heritage but also a testament to its relentless pursuit of innovation and creativity. CHANEL watches are not just timepieces; they are works of art that blend haute couture with haute horlogerie, capturing the essence of Parisian elegance while pushing the boundaries of contemporary design.
Today, CHANEL continues to lead the way in crafting luxurious timepieces that speak to both form and function, embracing the best of traditional watchmaking techniques while fearlessly embracing the future. Whether adorned on the wrist of a woman or a man, a CHANEL watch remains an enduring symbol of sophistication, artistry, and modernity in the world of luxury horology.
