Why Chanel’s New Watch Gives Us Pause

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What precedes a change? 

A pause. 

Before you cross the street, before you accept the job position, before you say “yes” to the man of your dreams, every choice – big or small – comes to down to brief moments of contemplation, a moment of checking in with yourself, whether you’re aware of it or not. In those seconds, a life is lived, a destiny is formed. 

In the campaign for Chanel’s new ‘J12’ watch, it’s all about the seconds. In homage to those seconds that mean the most, a new line-up of faces emerges in the campaign video, above, to share the time. You’ll see Kiera Knightley, Claudia Schiffer, Lily Rose-Depp, and others give you a glimpse of the past, which happens to be their present. As one is counted, it’s over in a second. 

Chanel’s ‘J12’ creation is a ceramic watch that features the brand new “caliber 12.1”, a self-winding movement that ensures your watch won’t let you miss a second of living. In a world that feels increasingly sped up, what could be more timely than that?

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