The Chanel J12 Campaign in a Matter of Seconds

The Chanel J12 Campaign in a Matter of Seconds

Chanel's new J12 campaign revisits moments of its ten muses.

Chanel's new J12 campaign revisits moments of its ten muses.

Text: Emma Li

The Chanel J12 watch established a new icon for the fashion house when it was first launched in 2000. This year’s newest model features a new caliber movement and a subtle redesign that still adheres to the J12’s original identity.

In celebration, nine women and one man share their personal experiences and seconds that changed their lives. The campaign features V cover star Lily-Rose Depp along with Keira Knightley, Claudia Schiffer, Liu Wen, Vanessa Paradis, and William Chan as they serve as muses in montage videos.

Through these interviews, Chanel emphasizes the importance of seconds to people across different backgrounds, cultures, as well as ages, and views the role of seconds as milestones that comprise the important moments of an individual’s life. The Chanel J12 watch is meant to accompany people as they progress through these milestones.

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