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Chanel is known for everything but watches. It shouldn’t be

Chanel is known for everything but watches. It shouldn’t be

The brand’s approach to watchmaking goes far beyond quilting and Coco. From the upcoming 30th anniversary issue – plus Watch special – out on July 25.

Chanel’s 25th birthday J12 in midnight blue.  

“Forty years is a very, very short time,” admits Frédéric Grangié. The president of Chanel watches and fine jewellery is considering his brand’s history as a watchmaker – which, indeed, has not yet hit the 40-year mark (that’ll happen in 2027). Chanel’s watches might be young compared with the many brands founded in the 18th century, but for Grangié, it’s a point of visible pride. What delights him is the speed of evolution.

Back in 1987, Chanel released its first watch, the appropriately named Première. The women’s timepiece came infused with a number of the French fashion house’s signature design cues. Its case emulated the stopper of Chanel’s iconic No.5 perfume, while the bracelet echoed the leather-and-chain strap of its quilted bag. “A genius design,” reflects Grangié.

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Luke Benedictus
Luke BenedictusContributorLuke Benedictus is the Financial Review’s watch writer.

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Original URL: https://www.afr.com/life-and-luxury/fashion-and-style/how-chanel-is-setting-a-new-standard-in-designer-watches-20250604-p5m4st