When it came to Coco Chanel's instincts, nothing was more sacred than the seconds it took for her to trust in them. The instance where things are crystallised in clarity, a feeling incomparable to rationality or reason. The moment when everything is decided. This is what the iconic J12 watch was built upon, and who better to tell the stories of seconds for a woman than actor Margot Robbie, who has been announced as the face of the campaign, which was initially resurrected in 2019.
It is the sentiment of seconds that make it so iconic. The idea of both slowing things down, and recognising the swiftness in which things happen. Preparing a meditative meal, making an important decision, jumping in a car, celebrating a milestone. The culmination of seconds making such moments so monumental.
In the campaign for the most iconic CHANEL watch, nine iconic women - among who are Ali McGraw, Carole Bouquet, Naomi Campbell, and Claudia Schiffer - share their personal experiences about a second that changed their lives and the stories of seconds which shape our lives. “It feels incredibly special to be alongside such inspiring women in this campaign. Embodying the J12 watch to me is acknowledging and appreciating time." Robbie tells Chanel in a press release.
It is a call to leave our digital phone clocks face down and return to the present. The crafting of time and style for every kind of watch-wearer, the 20-year-old J12 is the embodiment of place and time.
Robbie has been working with Chanel since 2018, "It’s a dream to represent such a timeless and iconic brand. The history of the CHANEL woman is so exciting and the brand has remained such a power feminine standard of style. I’m thrilled to be part of the CHANEL family and continue their celebration of women & fashion." She said of working with the brand.