{"id":160356,"date":"2025-04-03T14:01:16","date_gmt":"2025-04-03T21:01:16","guid":{"rendered":"https:\/\/nuvomagazine.com\/?p=160356"},"modified":"2025-04-14T10:58:48","modified_gmt":"2025-04-14T17:58:48","slug":"chanels-flagship-watch-the-j12-gets-dressed-in-bleu","status":"publish","type":"post","link":"https:\/\/nuvomagazine.com\/daily-edit\/chanels-flagship-watch-the-j12-gets-dressed-in-bleu","title":{"rendered":"Chanel\u2019s Flagship Watch the J12 Gets Dressed in Bleu"},"content":{"rendered":"

Geneva transforms into a citywide celebration of watchmaking during Watches and Wonders<\/a>, and brand messaging is ubiquitous. Even so, there is one campaign that stands out from the rest: white pole banners that line the streets of the Swiss city with the messaging “It\u2019s not black. It\u2019s not white. It\u2019s bleu<\/em>.” Cue the campaign for the new J12 watch collection by Chanel<\/a>.<\/p>\n

Twenty-five years after the J12 revolutionized the watch industry\u2014first in black ceramic, followed by white\u2014Chanel has released a limited-edition line of J12 watches in a celebratory hue: bleu<\/em>. The introduction of a new colour is a welcome addition to the J12 lineup, but for a fashion house known for its signature black-and-white palette, introducing a new colour is a big<\/em> deal. As Arnaud Chastaingt, director of the Chanel watch creation studio, put it, \u201cIn the course of 25 years, Chanel has elevated ceramic to the level of a precious material. I dreamt of giving a colour to black, of illuminating it with blue. The final choice of this particular blue was like an epiphany\u2014a blue that is nearly black or a black that is nearly blue.\u201d<\/p>\n

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