CHANEL Launches New J12 Campaign: “In The Greatest Strength Lies Softness”
The iconic CHANEL J12 watch returns with a bold campaign starring Gisele Bündchen and Clément Chabernaud that celebrates the collection’s unisex design, water-inspired origins, and enduring elegance.
By Sébastien Aeberli
Design, Content & Social Media
In October 2024, CHANEL and The Boat Race announced a historic long-term partnership, making CHANEL the first brand to be both Title Sponsor and Official Timekeeper of the iconic Boat Race. Then, in 2025, the annual Oxford-Cambridge competition officially changed its name to “The CHANEL J12 Boat Race.”
This collaboration highlights a shared philosophy: the relentless pursuit of excellence through collective effort. The CHANEL J12, launched in 2000, embodies these same values. Its new campaign, “In The Greatest Strength Lies Softness,” starring Gisele Bündchen and Clément Chabernaud, celebrates the watch’s balance of resilience and elegance – soft, fluid, yet stronger than steel.
Sport: Where Nautical Heritage Inspires Precision and Performance
The CHANEL J12 was born from Chanel’s love of sport. Jacques Helleu, Chanel’s Artistic Director, envisioned a watch that was timeless, sporty, and bold. Drawing inspiration from the sleek lines of J-Class racing yachts, he named the watch after these legendary vessels. Its black ceramic design immediately revolutionized watchmaking, earning the CHANEL J12 the status of the first horological icon of the 21st century.
This sporting heritage naturally aligns with CHANEL’s partnership with The Boat Race. Founded in 1829, the race between Oxford and Cambridge Universities is the UK’s oldest major sporting event. Every spring, crews of eight rowers compete along the 4.25-mile Championship Course on the River Thames, with tens of thousands of spectators lining the riverbanks and millions watching on the BBC.
Just as in watchmaking, every second counts: timing, precision, and teamwork determine success.
Unisex: A Timepiece for Every Wrist
Originally designed by a man for himself, the J12 quickly became a unisex icon, as its sleek design and sporty elegance captivated men and women alike, transcending gender conventions. Today, the J12 remains a symbol of versatility, celebrated for its ability to balance refinement and athleticism.
The new “In The Greatest Strength Lies Softness” campaign highlights this universality. By featuring Gisele Bündchen and Clément Chabernaud, CHANEL shows how strength and softness coexist in one timepiece, making it ideal for any wrist and any lifestyle.
Ceramic: Revolutionary Materials for Timeless Strength
At its launch, the J12 introduced black ceramic to the world of luxury watchmaking. Lightweight yet incredibly durable, scratch-resistant, biocompatible, and seven times harder than steel, ceramic has become a hallmark of CHANEL’s watchmaking innovation.
CHANEL has perfected the production of this exceptional material at its CHANEL Watch Manufacture in La Chaux-de-Fonds, combining technical expertise with aesthetic mastery. The result is a watch that is strong yet smooth, light yet visually striking – a perfect complement to the precision required in elite sport.
Excellence: Changing Everything While Changing Nothing
Twenty-five years after its creation, Arnaud Chastaingt, Director of CHANEL’s Watchmaking Creation Studio, refreshed the J12 without altering its legendary identity – a philosophy he describes as “changing everything while changing nothing.”
The J12 continues to exemplify horological excellence: its technical innovation, precision craftsmanship, and timeless aesthetic reflect CHANEL’s commitment to perfection. In the context of The Boat Race, these values resonate even more profoundly. Every stroke of the oar must be perfectly timed, just as every component in the J12 functions with impeccable coordination.
This interplay between precision, teamwork, and performance defines both the watch and the sport.
Final Thoughts
By uniting the worlds of high luxury watchmaking and elite rowing, CHANEL’s J12 campaign and its partnership with The Boat Race celebrate strength, balance, and timeless elegance.
Softer than silk yet stronger than steel, the J12 embodies resilience, versatility, and sophistication. Its legacy continues to grow, proving that excellence, innovation, and collective effort can come together to create moments that transcend time.
For more information, visit the CHANEL website.