THERE ARE fashion moments, and then there are icons meeting their match. Enter Gisele Bündchen as the new face of the Chanel J12. In the House’s latest campaign, Bündchen emerges from the water with the same elemental force that first inspired the J12 more than 25 years ago. The message is as fluid as it is formidable: in the greatest strength lies softness.
Gisele Bündchen for Chanel J12
When the J12 debuted in 2000, it disrupted the codes of watchmaking. Conceived by Jacques Helleu as a sports watch according to Chanel, it was the first luxury timepiece crafted entirely from high-resistance ceramic. At a time when steel reigned supreme, Chanel chose matte black – “which surpasses all,” as Mademoiselle declared – and in doing so, rewrote the narrative. Sleek as a racing yacht slicing through open water, the J12 fused technical audacity with Parisian polish.
Its ceramic remains a marvel: heated to over 1,300°C, seven times more resistant than steel, yet astonishingly smooth against the skin. It is this paradox that makes Bündchen such a compelling embodiment. Few figures balance athleticism and elegance with such instinctive ease. She does not merely wear the J12; she mirrors it.
Clément Chabernaud for Chanel’s J12
Turn the watch over, and the story deepens. Through a sapphire crystal case back, the Calibre 12.1 reveals itself in measured motion. Chronometer-certified and equipped with a 70-hour power reserve, the self-winding movement – developed at the Kenissi Manufacture, co-owned by Chanel – is a testament to precision engineering. Nearly 200 components, orchestrated into perfect proportion, beat with metronomic calm. Water-resistant to 200 metres, the J12 is designed to endure whatever tides may come.
When asked whether there was a particular memory associated with the shooting of the campaign?. Bündchen replied: “Shooting outdoors in nature is always a gift. The atmosphere was inspiring and relaxed, the team was wonderful to work with, and there were many moments when the light was just perfect, and everything felt magical. It was a truly a special shoot, and I think you feel that when you see the images”.
Gisele Bündchen for Chanel J12
With Bündchen at the helm, the J12 reconnects to its maritime roots while affirming its status as a modern totem. Not simply a watch, but a sensory icon: one that captures time with delicacy, and holds it with undeniable strength.
by Imogen Clark