Gisele Bündchen is back to the billboards as the face of Chanel’s new J12 watch, showcasing a high-tech model that’s both functional and elegant, continuing with the legacy of the past iconic and remembered silhouettes created by the French Maison.
The J12 continues to honour its maritime heritage, a legacy that began over two decades ago when it was first inspired by the streamlined silhouettes of J-Class racing yachts. By pioneering the use of high-tech ceramic, Chanel transformed the luxury watch landscape, creating a timepiece that is famously seven times more resilient than steel yet remarkably soft and light, making it their first unisex sports watch. This material duality is the star of the new visuals, showcased in both black and pristine white versions that prove the J12 remains a genderless and elegant accessory for anyone who values a fusion of high-performance engineering and tactile comfort.
On the inside, the J12 is a masterpiece of Swiss engineering, featuring a high-quality movement that can even be seen through the back of the case. Chanel wants us to look beyond just the gears and the 70-hour power reserve and more into the meaning behind its pieces, and for this campaign, who better than Gisele, the legendary Brazilian supermodel, to showcase the ocean lifestyle tied to the watch legacy? Probably no one.
