Letter from the Publisher

“We are the very opposite of a fashion brand!”
Though they have their roots in haute couture, Chanel watches are by no means mere fashion
accessories. The extensive activities deployed by the brand over the last more than 20 years in
the watchmaking field have earned it a place among the most prestigious. The key resides in
certain pieces that have left indelible marks on the industry, such as the J12, launched in 2000, which
was the first timepiece to be encased in black ceramic.
Gabrielle Bonheur Chasnel, better known as
Coco Chanel, was born August 19, 1883, in Saumur,
in France’s Pays de la Loire department. In 1910, she
realized her dream of becoming a fashion designer,
and it didn’t take long for her style and materials to
become a sensation. In 1921 her company launched
Chanel No. 5, a global success that is still a popular
emblem of the brand. Three years later appeared
the costume jewelry, and in 1929, with the help
of some well-chosen accessories, the Chanel “total
look” was born: a revolution in fashion. From this
impressive heritage, in 1987, sprang La Première, the
first watch by Chanel. In 2000 came the J12, which
rapidly became iconic. Today, fine watchmaking is the
third area of expertise for the House with over a century
of history.
What are the main markets for Chanel Horlogerie?
Europe, and in particular France, is extremely important
for us. Tourism has contributed greatly to the growth
in France. Then there’s the United States, which has
been one of Chanel’s biggest markets since the 1930s.
We had quite a bit of worldwide growth in 2010.
What explains this keen interest?
It’s the result of a lot of foundational work: Chanel has been
investing in haute horology for more than 20 years, and
our mythic J12 watch was released 10 years ago. All of the
work we’ve done in terms of distribution and research and
development is now paying off! It’s a reward for our serious
reputation and for quality.
The J12 is the model that made your name in the watch
industry…
That watch marked the beginning of the 21st century.
Nobody before we did so in 2000 had ever thought to
release a watch that was entirely black. After we showed the
way, the rest of the world followed. In 2003, Chanel presented
an all-white version of the J12 Ceramic, which was also a huge
success. The J12 is said to be the first icon of the 21st century.
How do things look in 2011?
It has started with a blast, the same as 2010! Considering
what our industry went through in 2009, we must keep
our feet on the ground. However, with our new J12,
which is clothed in an entirely new material, we
are confident.
Chanel’s J12 Tourbillon
Rétrograde Mystérieuse
boasts a number of complications
within its sleek
black ceramic case.
Retrograde Mechanisms and Jumping Hours 367 •