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Within the confines of the Haussmannian architecture at its Rue Cambon headquarters, Chanel’s revered atelier quietly fashions a world of magic. In every pin, cut, measure, and drape, masterful craftsmanship is utilised to uncover new feats of technical prowess and bring the house’s creative vision to life. Taking inspiration from the beauty in the details of this artistry, Chanel now translates this appreciation into the realm of haute horlogerie with its latest collection: Couture O’Clock.
Blending the technical calibre demanded of watchmaking with the artful precision of couture, this season’s creations offer the height of luxury craftsmanship enriched by a sense of whimsy. Think measuring tapes wrapped around the wrists, thimbles dangling from chains and safety pins affixed around the neck, all to pay homage to the work that the house’s legacy of superior quality is built on. With each timepiece, the shrouded craft of dressmaking is realised in a multitude of ways, reflective of the dynamic skills required to meet the atelier’s meticulous standards.
Take the new J12 Couture 33mm watch, made of highly resistant white ceramic with black features and a bezel set with baguette-cut diamonds. This season, the sought-after silhouette is decorated with motifs borrowed straight from the ateliers in Paris: toile à patron, sewing needles, scissors, and a tape measure.
Elsewhere, the Boy.Friend watch calls on the image of Chanel’s signature jackets, complete with eight brilliant diamonds as buttons and a silver braid to mimic the distinct tweed pattern. Its bezel is embellished with an 18K gold chain, evoking the chain sewn into the hem of the jackets made in the Chanel ateliers, as well as the straps of its iconic bags.
Then for Mademoiselle J12 Couture, Chanel herself is spotlit, with her instantly recognisable figure in a black-and-white suit adorning the dial. Her figure is cushioned by baguette-cut diamonds along the bezel, while a disk in constant movement animates golden safety pins and dressing dummies.
In a nod to the atelier’s palette, the collection embraces a refined colour scheme of classic black and white, and is punctuated by opulent metals. In whimsical motifs and charms, there is a sense of playfulness achieved with the utmost attention to detail. Here, watches are so much more than a way to keep track of the moments, but pieces to celebrate the artistry that has kept the house at the peak of luxury over time.
SHOP THE CHANEL COUTURE O’CLOCK COLLECTION HERE.
PHOTOGRAPHY: TAREK MAWARD, HAIR: EDUARDO BRAVO, MAKEUP: AURELIE DEHECQ, LIGHTING ASSISTANT: SANTIAGO HENDRIX, MODEL: LOUISE LEVEQUE / WOMEN 360
TOP BANNER IMAGE: BOY.FRIEND COUTURE WATCH IN BLACK COATED STEEL AND 18K GOLD CHAIN, CHANEL, SHOP NOW
