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. 

Editor's Pick

If you enjoyed what you just read...

...we have a small favour to ask. We are an independent online magazine and we are very proud of the quality of our content, all of which we generate from our small office in Oxfordshire, UK. A contribution from you will enable us to maintain our independence and continue to share our passion for this world that we all love. As you are probably aware, advertising revenue across all media is falling fast, but we still want to keep our articles accessible to all. If everyone who reads this helps a little, we won’t have to ask for a subscription and will be able to keep doing what we do best, which we hope you appreciate.

Terms and conditions

Shop this article




We use our own and third party cookies to improve your experience and our services. If you continue, we consider that you accept their use. You can get more information on your website at cookies policy.