Fondation de la Haute Horlogerie

Chanel

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History

Founded

1987

Established

Paris, France

The Story of Chanel

As she had no time to lose, Mademoiselle Chanel chose to take her time. Born at the end of the 19th century, she quickly understood that the new century opening itself before her, was there for the taking. She wanted to make it her époque and to live her time.
“Fashion goes out of fashion, but style never,” she said repeatedly.
In November 1932, she presented her first Fine Jewelry collection entitled, “Bijoux de Diamants”, in her “hôtel particulier” at 29 Faubourg Saint Honoré in Paris; a dazzling collection of jewelry pieces in platinum and diamonds.
“If I chose diamonds, it’s because they represent the highest value in the smallest volume,” she declared.
She chose the Star as the principle theme for this first collection, as it best highlighted the sparkle of the diamonds.
All throughout her life, Gabrielle Chanel innovated and proposed her unique and inimitable style. This innovative tradition can be found throughout all the contemporary Fine Jewelry and Watchmaking creations of Chanel.

1987 The “Première” - a symbol in itself, in a very masculine watchmaking universe, its style immediately seduces women the world over.

1993 The “Matelassée” watch is created – a simple ribbon in steel that launches the cuff-style watch.
2000 Chanel creates the surprise with its black J12, dreamed of, thought up and signed by Jacques Helleu.
Ennobled by this watch icon, ceramic becomes one of contemporary watchmaking’s leading materials.

2003 The J12 watch goes from absolute black to immaculate white projecting its opalescence into a new and timeless dimension.

2004 With complete respect for tradition, Chanel combines its watchmaking skills with its Fine Jewelry expertise in launching the J12 collection. Baguette-cut diamonds, emeralds, sapphires and rubies are set on the bezels, dials and bracelets in an infinite and ever-changing array.

2005 Chanel creates its innovative new Tourbillon with a ceramic bottom-plate. This movement further reinforces the J12 legend with its watchmaking and technical prowess.

2008 Launch of the J12 Caliber 3125 in 18K yellow gold and ceramic, equipped with an automatic-winding mechanical movement developed in collaboration with the manufacturer Audemars Piguet: the Chanel-AP 3125.
Launch of the new Première watch in white gold, ceramic and diamonds or steel, diamonds. In retaining the octagonal watchcase and rectangular hands, this model rediscovers the precious, refined and feminine silhouette of the tiny watches from the 1930’s with total elegance.

In 2009 the “J12” is adorned with a deep, intense black that emphasizes the powerful lines of the watch. A first time in the world, with 724 baguette-cut black high-tech ceramic with same precise working and techniques that until now were reserved for only the most precious gems.

In 2010, Giulio Papi creates the J12 Rétrograde Mystérieuse for Chanel.

Associating audacity, fine jewelry mastery and the know-how of its watchmaking factory, Chanel establishes itself as one of the major references of jewelry – watchmaking.