Chanel Returns to Roots with Gisele Bündchen Fronting J12 Watch Campaign

Chanel launched a global campaign that deliberately returns the J12 ceramic chronograph to the nautical and sporting world that inspired it, marking the timepiece’s 26th year and putting Gisele Bündchen and Clément Chabernaud at the center of the creative. Chanel’s Instagram called it “a new day for @chanelofficial's unisex icon, the J12 ceramic,” while trade outlets framed the effort as both a narrative reset and creative experiment.

The campaign’s one-minute film, unveiled Thursday evening, stages Bündchen on a sailboat and Chabernaud rowing down a wide river, imagery chosen to make movement and gestures register as measures of time. Still photography credited in press materials as “Chanel/Jack Davison” accompanies the film, with multiple captions in the supplied materials reading “Clément Chabernaud in a still from the campaign” and “J12 Watch Calibre 12.1, 38 Mm.”

Chanel framed the relaunch as a technical and storytelling shift. Marianne Etchebarne, Global Director of Image and Communication for CHANEL Watches and Fine Jewelry, described the work as “marks a new chapter, both in terms of storytelling and technical-creative experimentation” and told press the house wanted to “return to the origins of J12 and highlight what makes it truly unique, both in design and spirit.” WWD reported Etchebarne saying the campaign “marks a pivotal new chapter for J12, redefining how we communicate the essence of the watch and opening up bold creative territory.”

The talent’s comments underline that creative aim. Gisele Bündchen explained the project felt natural because she had “slowed down and began living with intention,” adding that “The J12 speaks to that shift, the campaign idea is to show timelessness, strength, and quiet elegance.” After viewing the cut she said she “felt proud and deeply connected to its story” and that it “captures a sense of freedom and confidence that truly resonates with me, powerful yet serene.” Yahoo’s reporting also noted Bündchen’s relationship with the house began under Karl Lagerfeld and called her a “longtime friend of the house.”

The watch itself remains rooted in the original design language Jacques Helleu codified - racing yacht lines translated into a ceramic case. Coverage highlights the J12 38 mm Calibre 12.1 in black ceramic and steel as the model worn in campaign imagery, and Wallpaper noted Chanel’s use of ceramic for “strength, lightness and a uniform hue.” Trade commentary tied the campaign to recent brand moves, citing the J12 BLEUE and Chanel’s role as Title Partner and Official Timekeeper of the Boat Race as reinforcing the nautical direction.

For anyone assembling a luxury gift edit, this campaign is a clear signal: Chanel is leaning into the J12’s maritime heritage and unisex positioning as it enters year 26. The house has framed the effort around quiet strength and precision, and the campaign is meant to resonate with people who prize balance, craftsmanship and a pared-back but powerful aesthetic.