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?
