CHANEL unveils a new chapter for one of its most recognizable watchmaking creations, the J12, with a campaign that conveys the powerful idea that in the greatest strength lies softness. Drawing inspiration from the unique qualities of J12 ceramic, softer than silk yet stronger than steel, the Maison introduces a renewed signature and a fresh brand territory that redefines the identity of its iconic timepiece.

Courtesy of CHANEL

First launched as the House’s pioneering unisex sports watch, the J12 has long stood apart for its ability to incorporate function and luxury, precision and design. The new campaign reconnects the watch with its original inspiration: water. Calm and soothing yet undeniably powerful, this element of nature becomes the metaphor through which CHANEL explores the balance at the heart of the J12’s character.

Featuring Gisele Bündchen and Clément Chabernaud, the imagery emphasizes breadth, balance, and singularity, qualities that mirror both the watch’s material innovation and its enduring aesthetic appeal. More than a launch, the campaign celebrates the J12 as a sensory icon that has shaped modern unisex watchmaking for over a quarter of a century. As CHANEL continues to shape its watchmaking narrative, the new J12 campaign becomes a symbol of harmony between opposing forces, serenity and intensity, heritage and modernity.