Exclusive: Gisele Bündchen Becomes the Face of Chanel’s J12 Watch

The Chanel J12 watch, an icon in its own right, has found its perfect match in Brazilian supermodel Gisele Bündchen. Released in the early 2000s, the J12 was among the first timepieces to embody a gender‑neutral appeal, bridging the gap between ‘his’ and ‘hers’. Last year, Chanel marked the model’s 25th anniversary with a line of limited‑edition J12 ‘Bleu’ watches. This year, the brand’s flagship elevates its iconic status with a campaign starring Gisele Bündchen and Clément Chabernaud. 

Ahead of its time in the 2000s, the J12 was crafted in ceramic, a material that has since become a staple in sports watches. Nearly two decades after its launch, Chanel has made the J12 even more desirable. Arnaud Chastaingt, Director of Chanel’s Watchmaking Creation Studio, introduced a subtle design update that rendered the watch sleeker and more ergonomic.

The J12 also received a significant movement upgrade with the COSC‑certified Kenissi automatic Caliber 12.1, offering a 70‑hour power reserve and underscoring Chanel’s commitment to watchmaking. In 2020, marking the 20th anniversary of the J12, the Maison unveiled the iconic J12 Paradoxe, crafted by cutting and fusing two ceramic cases, one black and one white. This highly complex process showcased Chanel’s mastery of the material.

Reconnecting with its Roots

As the House’s first unisex sports watch, the J12 reconnects with its original inspiration: water. The watch embodies the immensely soothing and peaceful qualities of water, alongside its unlimited strength. The original J12 was designed by then Artistic Director Jacques Helleu, inspired by the sleek, aerodynamic lines of racing yachts from America's Cup and automobiles. Christened after J-Class racing yachts, the unisex watch revolutionised luxury watchmaking by introducing highly scratch-resistant ceramic as a premier, durable material. 

Chastaingt reaffirms the audacious spirit of the watch, ‘‘J12 was born from an act of radical creation. Without compromise or permission, it took hold like a revolution, challenging the traditional codes of watchmaking. This unbridled creation literally changed my perception of watches and was an inspiration to me. So much more than an icon, the J12 is a manifesto of emancipation and audacity: it’s resistant to everything, especially trends.’’

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The campaign film echoes the original roots of the watch, celebrating the sensory icon that has shaped the world of watchmaking. The campaign captures a balance and singularity, expressed through the intrinsic values epitomised by Bündchen and Chabernaud. 

Marianne Etchebarne, Global Director of Image and Communication for Chanel Watches And Fine Jewelry, explains, ‘‘This campaign marks a pivotal new chapter for the J12, redefining how we communicate the essence of the watch and opening up bold creative territory. Our aim is to return to the origins of the J12 and highlight what makes it truly unique, both in design and spirit. We hope this campaign resonates emotionally with those who already love the J12, as well as those discovering it for the first time.’’

The Campaign Film

The campaign film features Bündchen sailing amidst the ocean blues, wearing the Chanel J12 watch ― a truly cinematic yet intimate moment. The tagline, “In The Greatest Strength Lies Softness”, appears at the end of the visual, reaffirming the timepiece’s roots as well as a figurative nod to ceramic, a light yet durable metal. Etchebarne feels Bündchen’s authenticity makes her a perfect fit for the campaign, ‘‘Gisèle Bündchen is a natural choice for this campaign. There is a genuine authenticity about her, and a true balance of strength and softness that echoes the duality at the heart of J12.’’ 

As the House revisits the iconic J12 model 25 years after its creation ― at a time when the gap between gendered watches has narrowed ― the J12 continues to stand out with its sleek, sporty silhouette. Explaining why the brand is revisiting the J12, Etchebarne says, ‘‘Recent developments, such as the House’s partnership with the Boat Race and the introduction of the J12 BLEU, have inspired us to revisit how we tell the story of J12. This moment is a conscious decision to renew the narrative, building on these milestones and reaffirming the J12’s central role within the watchmaking world of Chanel.’’

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