Naomi Campbell and Claudia Schiffer are among the stars to appear in the campaign for Chanel’s new J12 watch.
Executives for the French luxury label unveiled the design on Monday (29Apr19), with the elegant timepiece available with either a white or black ceramic strap.
The accompanying marketing imagery has the catchphrase, “It’s all about seconds,” and in one grey-toned clip from the photoshoot helmed by Brigitte Lacombe, Campbell is seen posing with the watch.
“What time is it? It’s now five o’clock. I’m not one of those people that wants time to stop. My favourite time of the day is sunset, the golden hour. Everything’s that beautiful, golden light. Everyone looks so beautiful in that light – no one can look bad,” the British supermodel states in the video, according to WWD.
While in her video, German beauty Schiffer reflects on how she was spotted by a model scout in a nightclub in Dusseldorf in 1987 when she was just 17, and how her fashion career took off from there.
“A watch is to tell the time, but it’s also an expression of what you like – a fashion expression, so who you are. I time all my meetings because I don’t like to be late. Because I’m German,” she smiled.
The campaign also features appearances from a diverse range of women, including Chanel brand ambassadors like Keira Knightley, Vanessa Paradis and her 19-year-old daughter Lily-Rose Depp, as well as French actresses Carole Bouquet and Anna Mouglalis, Hollywood icon Ali MacGraw, and Chinese star Liu Wen. The only man to be cast is Hong Kong-based singer/actor William Chan.
Regarding the concept, Chanel’s Thomas du Pre de Saint-Maur explained that the objective of the campaign was to explore each person’s “extremely different” experiences with time.
“This is what we wanted to tell, through the portraits of a certain number of women, we can explain that time is something extremely personal while at the same time, we are all more or less linked by this subjective experience with time,” he told the fashion publication.
Chanel’s J12 watch is priced from $6,050 (£4,675).
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