Business

27 November 2015

Chanel hybridizes watchmaking and fashion codes

Fashion takes hold of women’s luxury watchmaking. And here, Chanel has pioneered.

Chanel is a fashion house that has gained its watch legitimacy with high precision, Swiss Made and complications in which, in reality, very few women are interested. Today, Chanel returns to its DNA: fashion. Finally uninhibited, it shakes up the old traditions and takes on a frivolous side. It highlights the trim work that explores the infinite possibilities of the materials and colours of the bracelet, watchcase and dial. Here, they are found with gold thread, lace, in leather and in pastel colours. Chanel has also multiplied new watch launches thus approaching the frantic rhythms of fashion. It has introduced the concepts of seasonality, pre-collection, trend, capsule collections and limited series. Something never before seen!

Première Rock, BOY.FRIEND: the names of the novelties and their typeface design also reflect this fashion revolution. In communication, no doubt Chanel initiates a new era. With very creative ad visuals, the position of the hands at 10:10 is abandoned in favour of those at 8:10 or 11:05. And that position is adopted by the mannequin’s posture just opposite. The watches are also presented in trendy surroundings (a concert, on a bedside table) and on girls in perfecto jackets and torn jeans.

Facing the potential of the feminine luxury watch market, Chanel knows that fashion has become a phenomenal asset.

Most popular articles

The French watch and jewelry market in 2020

Francéclat publishes a study on the watch and jewelry market: it shows a market in shock, for in 2020, its turnover was down by 14%. But there are glimmers...

Cresus, the pre-owned watch pioneer

Cresus emerged as a trailblazer on the pre-owned watch market almost 30 years ago. We meet the company’s CEO, Maximilien Urso.

How the blockchain serves the luxury sector

Security, transparency, authentication… Blockchain technology seems to respond to the current fundamental challenges of luxury.

Brand new and pre-owned: the reconciliation?

The second-hand market now accounts for between 30 and 40 billion dollars (25 to 34 billion euros) or 2% of the total weight of the fashion and luxury...

Jean Cocteau x Atelier Paulin

“We need a new language to appeal to the 20-30-year-olds who often know nothing about this surrealist artist, writer, poet, philosopher, filmmaker, painter....

Digitalization: a user’s guide

Following a recent webinar I took part in on the subject of digitalization, I received a number of  questions. Here are a few thoughts from the TFJP team,...