Chanel has unveiled its new "J12" campaign, featuring model Gisele Bundchen.

Chanel is launching a new campaign starting March 1, 2026. The focus is on the J12, a bag that has graced the wrists of a wide range of users, both men and women, since the brand launched it in 2000. Also noteworthy is the fact that models Gisele Bundchen and Clément Chabernaud have been chosen to appear in the campaign.

Chanel's "J12" returns to the world of water

　Chanel has launched a new campaign on March 1, 2026, focusing on the J12. This luxury watch, which was launched in 2000 with a full ceramic case and bracelet, has now grown into the brand's signature collection, popular with both men and women.

　The J12's inspiration is rooted in water. The campaign, which celebrates this iconic watch that has been a key presence in the watch market for over 25 years, returns to the world of water and features models Gisele Bundchen and Clément Chabernaud. The campaign, starring the pair, explores the intrinsic values ​​of the J12.

　The slogan of this campaign is "In The Greatest Strength Lies Softness" - "flexibility residing within unwavering strength."

　Under this theme, which represents the J12, which is clad in ceramic, smoother than silk and more scratch-resistant and corrosion-resistant than stainless steel, Gisele Bundchen and Clément Chabernaud brilliantly express the depth, harmony and originality of the J12, which is the core of this campaign, in a world of water that is infinitely strong yet sometimes calm and peaceful.

A look at Chanel watchmaking through the J12

　Inspired by the world of racing yachts, the J12, launched in 2000, was an epoch-making achievement, showcasing the use of ceramic, a material with exceptional scratch resistance, corrosion resistance, and smooth finish, in a luxury watch. At the time of its launch, Jacques Helleu, Artistic Director of the Watch Department, envisioned a "sports watch unique to Chanel," which ultimately led to the creation of this collection. Furthermore, Chanel's challenge to create a watch entirely in black, a color that Mademoiselle Chanel described as "transcending everything," was the result of Chanel's challenge to create a watch embodied entirely in black, a color befitting the J12. The case and bracelet are crafted from highly resistant black ceramic, a color that was added in 2003 and blue in 2025. The development of these ceramic colors and other materials required the expertise of the Chanel Manufacture in La Chaux-de-Fonds, Switzerland, and its artisans. Every detail, including the unique coloring process, temperature control, and polished finish, is imbued with numerous beliefs and the craftsmanship that goes into making them a reality.

　Once made, the ceramic is put through a series of rigorous tests designed to withstand extreme conditions: millions of abrasive grains, thousands of impacts, and even tens of hours of exposure to ultraviolet light.

　Another notable feature is the high-performance automatic movement, the Caliber 12.1. Developed in collaboration with Kenissi, a company in which Chanel has a stake, this movement is COSC-certified for accuracy and boasts a power reserve of approximately 70 hours. It also features a free-sprung balance, making it resistant to shocks.

　Owners of the J12 can view the movement through the transparent case back, and can sense CHANEL's aesthetic sense through each part, including the openwork rotor designed by Arnaud Chastain, Director of CHANEL Watchmaking Creation Studio, in pursuit of a "perfect circle."

　With Chanel's new campaign starting in March, watch enthusiasts should take another look at the J12.