Gisele Bündchen is the new face of Chanel’s J12 watch

The Brazilian supermodel fronts the latest campaign for Chanel’s best-selling timepiece, connecting freedom, elegance and a contemporary spirit.

Chanel opens a new chapter for one of its most iconic designs. The French house has chosen Gisele Bündchen as the face of the new campaign for the J12 watch, its most recognisable timepiece, reinforcing the link between elegance, freedom and balance.

Presented through a one-minute short film, the campaign places the model at sea aboard a sailing boat, while French model Clément Chabernaud navigates along a river. Both wear the 38mm version of the ceramic watch, a design that, since its launch in 2000, has redefined contemporary watchmaking.

The creative concept revisits the J12’s nautical origins. The watch was conceived by the house’s historic artistic director Jacques Helleu, inspired by the 20th-century J Class racing yachts. Its name is drawn directly from those vessels used in the America’s Cup. It was also the first model crafted entirely from ceramic, positioning it as a revolutionary object within the industry.

For Bündchen, the project carries personal meaning. The model, who has maintained a longstanding relationship with the house since the era of Karl Lagerfeld, said she feels particularly connected to the campaign’s message. According to her, it conveys “a sense of freedom and confidence, powerful yet serene” — a duality that reflects the chosen motto: true strength can also be softness.

From its inception, the J12 stood out for its unisex character. Initially released in black and later in white — introduced three years afterwards — the model appealed to both women and men, becoming one of the house’s greatest commercial successes.

Over the years, the watch has inspired multiple reinterpretations: sapphire-set versions, editions featuring illustrations of Gabrielle Chanel and matte blue ceramic variations recently designed by Arnaud Chastaingt, director of the brand’s watchmaking creation studio.

Its maritime connection remains central. In 2024, Chanel became title sponsor and official timekeeper of the historic university regatta between Oxford and Cambridge, which from 2025 has been officially renamed the Chanel J12 Boat Race.

More than a simple accessory, the campaign positions the watch as an attitude. With Gisele Bündchen at the forefront, Chanel presents a clear image: elegance without rigidity, strength without ostentation and a form of luxury expressed through calm.