Luxury house CHANEL decided to bring back Première watch in its original version, thirty-five years after its creation. The iconic watch was conceived in 1987 by designer Jacques Helleu. For the first time a watch intended for women was not a scaled-down version of a men’s watch, and it quickly became a symbol of freedom for women. The octogonal shape of the Première dial and beveled glass was inspired by the stopper of the N°5 perfume bottle, while its flexible bracelet made from the interwoven leather and chain strap, was borrowed from the brand’s iconic quilted bag. A black lacquer dial is set within a gold octagonal case. There are no numerals or indices, no second hand or date display. Chanel enlisted the house ambassador, Korean-American supermodel and artist Soo Joo Park to be the face of the 2022 campaign.
I fought to make a design that was strong, that was unique, that – more than just launching a single collection – would become an eternal reference – Jacques Helleu
The Première was the first page in our watchmaking history. It was born out of an absolute freedom of creation and it initiated a vision, the “Allure of Time” as measured by CHANEL. In 2022, I wanted the Premiere to find its place again and to put it at the heart of our collection. This creation is our DNA and a CHANEL code through and through. Far more than a watch, the Première is a lesson in style. – Arnaud Chastaingt, Director of the Watchmaking Creation Studio
Wearing the Première watch is like wearing a little of the spirit of CHANEL and of Paris on your wrist. I love the timelessly classic and singularly iconic design that encapsulates the essence of the CHANEL spirit. – Soo Joo Park