PROVING ITS METTLE

Following its successful transition from the world of fashion to watchmaking, Chanel continues to shine like a star. It has grown from strength to strength, even keeping pace with some of the most historical watch brands. Its recent watchmaking showcase says it all.

- NG HAN MIN

With an increasing number of fashion houses venturing into high watchmaking, one cannot help but wonder are they merely capitalising on their success in the fashion world to seek quick profits? No doubt couture houses have an innate creative sensibility, but can their timepieces truly compete with watchmaking brands backed by centuries of heritage and legacy? To this end, French couturier Chanel has undeniably proven its worth as a high-end watchmaker.

Chanel started its watchmaking journey as early as 1987. Its first timepiece, the Premiere, was created specifically with ladies in mind. Its design, unlike most women's watches on the market back then, introduced a completely different aesthetic.

In 2000, Chanel launched the J12, a collection of watches crafted in high-tech ceramic. At the turn of the new millennium, this material was considered to be avant-garde and highly coveted in the world of watchmaking. Producing highly-resistant ceramic watches required cutting-edge technology and manufacturing equipment - something that many big names in watchmaking do not even possess. Therefore, the birth of the J12 collection is often considered a significant turning point at Chanel. The J12 received widespread acclaim and left an indelible impression on the industry. It also garnered attention from watch lovers, shedding light on Chanel's watchmaking abilities and also added a new dimension to the iconic fashion powerhouse.

Fast forward to 2016, Chanel acquired the capability to manufacture its own watch movements. Its debut creation, named the Calibre 1, was housed in the Maison's inaugural men's timepiece, the Monsieur de Chanel. In 2019, with a 20 million Swiss Franc investment in the renowned movement manufacturer Kenissi, Chanel took another significant stride toward establishing itself as a major player in the watchmaking industry. Kenissi also produces movements for big names such as Tudor and Breitling.