It has been over 25 years since Chanel’s then-artistic director, Jacques Hélleu, created the inaugural Chanel J12 – a timepiece that remains one of the French maison’s most iconic designs, and helped cement the brand as a serious contender in the world of haute horlogerie.
To mark more than a quarter of a century of the design, Chanel has unveiled a new campaign introducing its 2026 models, fronted by Gisele Bündchen and Clément Chabernaud.
The brand is revisiting the sporty origins of the J12, reconnecting the much-loved ceramic timepiece with its ocean-inspired beginnings. Originally conceived as the House’s first unisex sports watch, the J12 has always balanced clean minimalism with technical strength – much like the sea itself.
Gisele shared a post on Instagram saying: “Proud to be part of this journey with the J12, CHANEL’s iconic watch. A piece that reminds me that true power comes from within. It was so special spending the day at sea surrounded by nature. Thank you @chanelofficial #J12 #CHANELWatches”
When the watch launched in 2000, it stood out for its use of high-tech ceramic – a material that was rarely seen in fine watchmaking at the time. Used for both the case and bracelet, the ceramic is highly scratch-resistant, lightweight and smooth against the skin, giving the watch its distinctive polished finish. Its introduction marked a shift in how luxury sports watches could look and feel.
It was also one of the first luxury sports watches designed to be truly unisex. Rather than leaning overtly masculine or feminine, the J12 was created to suit any wrist – a forward-thinking move that helped redefine the modern watch landscape.
Crucially, the J12 sits at the intersection of sport and style. It combines the practicality of a performance timepiece with the visual codes of high fashion – a balance that has ensured its relevance for more than two decades.
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