En-Garde, Pret, Allez! Every Second Counts in This Chanel ‘J12’ Video

En-Garde, Pret, Allez! Every Second Counts in This Chanel ‘J12’ Video
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Twenty years. 600 million seconds. From its auspicious launch in 2000 to the year 2020, the Chanel ‘J12’ watch has spent two decades faithfully ticking down the seconds. In that time, you have made exquisite memories, life-changing decisions, and radical choices. In celebration of the 20-year anniversary of the Chanel ‘J12’ watch, a new collection of elegant black-and-white ceramic timepieces are the reminder that every second counts. 

To understand the significance of this iconic design, one must go back to its beginning. When it first debuted in 2000, it became an overnight collector’s item, beloved by both the fashion crowd and the horological community. Built into the design of the ‘J12’ watch is an obsession with precision. Not only is it a timeless timepiece – whose classic good looks have made it relevant throughout the years – but it’s also a cutting-edge watch that is built to physically last as well. Worn by both men and women, the Chanel ‘J12’ watch collection is the literal embodiment of the concept of fashion meeting function.

Developed by Jacques Helleu – who joined the house of Chanel when he was only 18-years old and who spent over forty-years creatively crafting its artistic vision – the ‘J12’ watch was designed to pay homage to the symbols of maison. The classic ‘2.55’ bag, the camellia blossom, the iconic tweed jacket, and the elegant ‘N°5’ perfume all serve as reference points for the sleek design of the ‘J12’ watch. Twenty years since it first arrived on the scene, the new ‘J12’ watch collection is available in a limited quantity of 2,020 pieces, with an additional ‘Haute Horlogerie’ version limited to five pieces.

In this Savoir Flair production shot by Ämr Ezzeldinn, international fencing champions Alanoud Alsaadi and Aisha Obaid joust and riposte, pivoting to splice the air with their flashing foils. In every movement, there is consideration of what to do and where to go next, where to place the blade, and how to effect a challenge. Recognizing role of the ‘J12’ watch in tracking the passing of time – as it inflicts change on our lives and influences the way we measure that change – Alsaadi dedicated the design to “all the good and bad times that shaped us”.

5 OPEN GALLERY

Credits:

Director Amr Ezzeldinn DOP Ismo DOP Assistant Fiel Montes Editor-in-Chief Haleh Nia Fashion and Beauty Director Grace Gordon Head of Production Maria Popova Production Assistant Noor al Sabah Fashion Stylist Celia-Jane Ukwenya Makeup Artist Najette Ezzarqui Featuring Alanoud Alsaadi and Aisha Obaid


 

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