Chanel summons great team to launch new luxury watch

Chanel has reunited an amazing team to campaign for its latest version of the J12 watch, which turns 19 this year. There were 9 celebrities participated in the shooting by Brigitte Lacombe, including Lily-Rose Depp, Keira Knightley, Claudia Schiffer and Naomi Campbell.

Titled “It’s all about seconds” a campaign brings clean, black and white images. In the video, Schiffer says ” Obviously, a watch is to tell time if you’re obsessed with time. But, I’ve always thought of it as special jewelry.”

The campaign, which has a varied casting, with celebrities of diverse ages celebrates the experiences that each one has regarding their journeys. Thomas du Pré de Saint-Maur, head of creative resources at Chanel said: “The idea is that by taking a certain number of experiences from different ages, different cultures, different life paths, the one thing that links them is a history with Chanel”. Irresistible.

The famous watch has undergone some changes. With the signing of artistic director Arnaud Chastaingt, who admits he felt the burden of the mission to recreate something so traditional in an accessory. ” It’s easier to start with a blank page and create something from scratch than to rework an icon like J12,” he says about the item that had 70% of its components parts upgraded. However, if you already loved the old design there is no reason to worry! Its look remains intact, with its iconic and classic style.