Chanel watches launches its first advertising campaign in over 20 years and it is tres chic

Chanel unveils its cleverly imagined watch campaign, featuring models - and their limbs - promoting the Chanel Premiere, J12 and Mademoiselle watch collections.

Chanel J12 watch. © CHANEL Horlogerie

Chanel has launched a bold and stylish advertising campaign that captures models in cleverly imagined scenarios in which their limbs are juxtaposed with the hands on a watch face. Shot by renowned fashion photographer Patrick Demarchelier, the campaign, called "L'Instant Chanel", is the fashion house's first watch campaign in over a decade.

Models Fei Fei Sun, Jac Jagaciak and Sharam Diniz star in the 15 double-page black and white visuals, which showcase the Chanel Premiere, J12 and Mademoiselle watch collections. From a swimmer taking a dive at the precise angle of ten past eight to a pair of heeled legs emerging from a vintage car at three minutes to one, the images are designed to capture a particular moment in time, Chanel style.

The memorable visuals were first unveiled at Baselworld watch fair last month. Styled by Carlyne Cerf de Dudzeele, watch out for them in the June issues of international glossy magazines, followed by other print media and digital press next month. 

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