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.