Gisele Bündchen Breathes New Life Into the Iconic Chanel J12 Timepiece

Chanel’s J12 watch, a true icon in luxury watchmaking for over 25 years, takes center stage in a new campaign titled “In The Greatest Strength Lies Softness.” Featuring supermodel Gisele Bündchen and French model Clément Chabernaud, the campaign celebrates the timepiece’s unique duality: softer than silk yet stronger than steel.

Photo Credit: Courtesy of Chanel

Launched in 2000 as Chanel’s first unisex sports watch, the J12 draws inspiration from the world of water—immensely soothing and peaceful, yet capable of unlimited strength. This oceanic essence, rooted in the adventures of great navigators and the challenge of the vast blue expanse, defines the watch’s original spirit. Designed by Jacques Helleu, then Artistic Director for Watches, the J12 was envisioned as a sports watch reinterpreted through the Chanel lens: sleek lines inspired by racing yachts, with black as the signature color—Mademoiselle Chanel’s favorite, which “surpasses all.”

Photo Credit: Courtesy of Chanel

The revolutionary choice of ceramic made this vision possible. In an era dominated by traditional materials, Chanel pioneered an entirely black watch crafted from high-tech ceramic. This material, heated to over 1,300°C at the Chanel Watch Manufacture in La Chaux-de-Fonds, Switzerland, offers unmatched durability: seven times more resistant to scratches than steel, lighter in weight, and impervious to heat, wear, and corrosion. Yet the greatest allure lies in its extraordinary softness—smooth as silk against the skin, creating an “invincible softness” that becomes one with the wearer.

The production process showcases meticulous craftsmanship: injection molding for uniformity, debinding, precise machining, and expert polishing that yields an intense black, dazzling white, or vibrant blue finish. The J12’s water resistance reaches 200 meters, underscoring its aquatic heritage.

Photo Credit: Courtesy of Chanel

Powering this icon is the Calibre 12.1, a self-winding Manufacture movement assembled at the Kenissi Manufacture (co-owned by Chanel). Chronometer-certified by COSC, it delivers a 70-hour power reserve and exceptional efficiency. Visible through the sapphire crystal case back, the movement’s circular rotor and openwork oscillating weight embody Chanel’s obsession with balanced proportions and discreet power. The seconds hand glides with metronomic precision and infinite delicacy, reflecting the watch’s theme of effortless strength.

Photo Credit: Courtesy of Chanel Photo Credit: Courtesy of Chanel

Through Gisele Bündchen and Clément Chabernaud, the campaign expresses these intrinsic values—balance, breadth, and singularity—reconnecting the J12 to its watery origins while affirming its timeless appeal as a sensory icon that continues to shape watchmaking.