Fondation de la Haute Horlogerie

Chanel

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History

Founded

1987

Established

Paris, France

The Story of Chanel

Gabrielle Chanel delighted in transforming the essence of her creations, inverting genres and functions.  This art of the unexpected gave rise to cult objects that went on to legendary destinies, such as her N°5 perfume and the 2.55 bag.  True to Coco Chanel's philosophy, the J12 watch also turns expectations upside down.

Inspired by sailing and the sea, the J12 appeared at the same time as the third millennium.  It transformed ceramic into a precious substance, introducing this robust and inalterable material into the watch's elegant design.

From deepest black in 2000 to the first white watch in 2003, the J12 is day and night, masculine and feminine, strength and elegance, mystery and clarity.

In 2011, Chanel again turned to ceramic to invent a new colour which it unveiled as the J12 Chromatic.  This innovation was achieved by adding titanium to ceramic for colour and lightness, and by developing a polishing technique using diamond powder to obtain a unique sheen.

The design of the Première watch, launched in 1987, has also proved an enduring success as the years have in no way diminished its power to instantly seduce.  More than two decades on, it continues to cast its spell whatever its dimensions, materials or the stones with which it is set.

A prestigious jeweller and watchmaker, Chanel brings new daring to horological expertise and a command of fine jewellery.

1932 Gabrielle Chanel unveiled Bijoux de Diamants, her first collection of fine jewellery, all in diamonds.

1987 The launch of Chanel watches. The Première watch is inspired by the shape of Place Vendôme and the stopper of the N°5 perfume bottle.  Chanel's first watch boutique opened at 40 Avenue Montaigne in Paris.

1990 Opening of the watch boutique at 7 Place Vendôme.

1993 Creation of Chanel jewellery.

1997 Opening of the watch and jewellery boutique at 18 Place Vendôme, opposite the Ritz Hotel where Mademoiselle Chanel once had her apartments.

2000 Launch of the black J12, Chanel's first sports watch for men and women, in high-tech ceramic.

2001 The J12 is set with diamonds, Mademoiselle Chanel's favourite stone.

2003 The first J12 in immaculate white high-tech ceramic.  This trailblazing timepiece introduced white to watchmaking.

2004 Launch of the J12 Editions Exclusives, a collection of limited editions set with the finest baguette-cut precious stones.

2005 Chanel entered Fine Watchmaking with the J12 Tourbillon, produced as a limited edition of twelve with a hand-wound mechanical tourbillon movement, the first ever to have its main plate made from ceramic.

2006 Launch of the J12 Haute Joaillerie in a limited edition of five, set with 604 baguette-cut diamonds (~31 carats).

2007 The Première watch celebrated its 20th anniversary with a smaller, more precious version set with pearls.

2008 The new Première collection featured a bracelet in high-tech ceramic with white gold or steel.  Launch of the J12 Calibre 3125 with an automatic movement by Audemars Piguet and exclusively personalised for Chanel.

2009 Chanel unveiled the Première in white gold paved with diamonds (~3.11 carats) and the J12 Noir Intense in white gold set with 724 baguette forms in black high-tech ceramic.  In a technical and aesthetic feat, the ceramic is facetted and cut like precious stones.  This exceptional watch is equipped with the Chanel AP-3125 movement and manufactured in a limited edition of five.

2010 The J12 Rétrograde Mystérieuse proposed an unprecedented combination of complications and world-firsts:  tourbillon, digital minute display, retrograde minute hand, ten-day power reserve and a retractable vertical crown.  This complication was entrusted to one of the most cutting-edge watch design and construction studios:  Giulio Papi and his team (APRP SA).
J12 Marine:  an authentic professional dive watch, the J12 Marine sets out to conquer new territory beneath the oceans.
J12 29mm:  the compact 29mm case of the latest addition to the J12 line is made to measure for women's wrists.

2011 Chanel brought new colour to watchmaking in the form of the J12 Chromatic, crafted from titanium ceramic, a new and highly scratch-resistant material.  Its unique colour and sheen are achieved by adding titanium to ceramic, and polishing with diamond powder.