Mademoiselle Privé Bouton Serti Neige

Shining a light on the intimate world of Gabrielle Chanel, the MADEMOISELLE PRIVÉ watch collection is designed to showcase the symbols that Mademoiselle held dear and the objects with which she loved to surround herself. Crafted by the greatest artisans, this collection constitutes an exclusive realm of expression for the finest forms of craftsmanship: Watchmaking, High Jewelry, and other Artistic Crafts from the world of Couture.

Mademoiselle Privé Bouton Lion

In 2020, the CHANEL Watchmaking Creation Studio is presenting the MADEMOISELLE PRIVÉ BOUTON collection, which pays homage to a essential component of Gabrielle Chanel’s stylistic world: the button.

Mademoiselle Privé Bouton Camélia

Taking her inspiration from military clothing and from sailor’s uniforms, Gabrielle Chanel paid particular attention to the button motifs, which presented a wide variety of ornamental designs. The button became more than a fastening, preciously punctuating her suits and becoming a hallmark of the CHANEL style.

Mademoiselle Privé Bouton Perle

Accentuated by a golden braid, the black tweed cuff of the MADEMOISELLE PRIVÉ BOUTON watch folds over and fastens to the wrist by means of a button, which covers a small diamond-set dial. A pearl, a carved gold lion, a camellia formed of diamonds, a Byzantine motif, and the profile of Gabrielle Chanel in agate: each of these elements illustrate the richness of CHANEL’s symbols and exceptional forms of craftsmanship.

Mademoiselle Privé Bouton Camée

The collection is comprised of seven watches, including two exceptional High Jewelry pieces.

Chanel J12.20

In the year 2000, the J12 revolutionized the world of watchmaking. In black ceramic, it was crowned the first watch icon of the 21st century. At first black, then white in 2003, it is unalterable and almost as eternal as a diamond. It constantly renews the allure of a woman’s wrist, forever.

Chanel J12 20

For its 20th anniversary, the J12 wants to play. It takes twenty symbols and references from the Maison CHANEL: a 2.55 bag, a camellia, a bottle of N°5 perfume and even a tweed jacket.

J12 20 Enamel

It becomes the J12∙20. Punctuated with 12 diamonds, these polished rhodium-plated motifs are found on its bezel and dial. Sublime irreverence to sign the absolute freedom of this edition, limited to 2020 pieces, equipped with the caliber 12.1 and also available in an Haute Horlogerie enameled version, numbered and limited to 5 pieces.

J12.20 38mm

Creation of a New Watch Trade Show in Geneva in Collaboration with the Fondation DE La Haute Horlogerie

Rolex, Patek Philippe, Chanel, Chopard and Tudor leave Baselworld to create a new watch trade show in Geneva with the Fondation de la Haute Horlogerie. The show will be held early April 2021 at Palexpo, at the same time as Watches & Wonders. This departure follows a number of unilateral decisions made without consultation by Baselworld management, including the postponement of the watch show until January 2021, as well as its inability to meet the brands’ needs and expectations.

The new show, which will be linked to Watches & Wonders, organized by the Fondation de la Haute Horlogerie, is to take place at Palexpo. The aim is to offer partner brands the best possible professional platform, applying a shared vision to successfully meet future challenges in the watchmaking industry. It will also give crucial prominence to the sector’s expertise and innovations, both in Switzerland and internationally.

Other brands may also be added, according to terms that have not yet been defined. This new event will be geared predominantly towards retailers, the press and VIP customers.

Jean-Frédéric Dufour, Chief Executive Officer, Rolex SA, and Board Member, Montres Tudor SA, said: “We have taken part in Baselworld since 1939. Unfortunately, given the way the event has evolved and the recent decisions made by MCH Group, and in spite of the great attachment we had to this watch show, we have decided to withdraw. Following discussions initiated by Rolex, it seemed only natural to create a new event with partners that share our vision and our endless, unwavering support for the Swiss watchmaking sector. This will allow us to present our new watches in line with our needs and expectations, to join forces and better defend the interests of the industry.”

Thierry Stern, President, Patek Philippe said: “The decision to leave Baselworld was not an easy one to take for me, being the fourth generation of the Stern family to participate to this traditional yearly event. But life evolves constantly, things change and people change as well, whether it is at the level of those responsible for the watch fair organization, the brands or the clients. We constantly have to adapt ourselves, question what we do, since what was right yesterday may not necessarily be valid today! Today Patek Philippe is not in line with Baselworld’s vision anymore, there have been too many discussions and unsolved problems, trust is no longer present.

We need to answer the legitimate needs of our retailers, the clients and the press from around the world. They have to be able to discover the new models from Swiss watchmakers each year, at one time, in one place, and this in the most professional manner possible.

That is why, following several discussions with Rolex and in agreement with other participating brands, we have decided to create, all together, a unique event in Geneva, representative of our savoir-faire.“

Frédéric Grangié, President of Chanel Watches & Fine Jewellery said: “Like its partners, CHANEL shares the same independence and the same desire to protect and promote the values, know-how, utmost quality and precision of Swiss Watchmaking. This initiative marks a key milestone in the history of CHANEL Watchmaking and is part of a long-term strategy, which began with the launch of this activity in 1987. This exhibition will allow us to present all of our new creations in an environment that meets our high-quality standards.”

Karl-Friedrich Scheufele, Co-President Chopard et Cie SA said: “Chopard first exhibited at the Basel fair in 1964 with a stand of some 25 square metres. After careful consideration, our family decided to support the Rolex initiative and retire from Baselworld – a painful decision. The creation of this new watch show in Geneva, in parallel to Watches & Wonders, will allow us to better serve our watchmaking partners and our customers. Through the alliance, these grandes maisons will also be able to collaborate in promoting the values and best interests of Swiss watchmaking.”

Jérôme Lambert, on behalf of the Fondation de la Haute Horlogerie Council said: “The Fondation de la Haute Horlogerie is delighted to welcome a new salon which will strengthen the historical Watches & Wonders event in Geneva next year in early April.”

Further information will be published at a later date, in particular concerning the name of the new watch fair and its organization.

Nicolas Beau


The Ladies’ Watch Prize is awarded to Chanel, for the J12 Calibre 12.1.



In 2019, approaching its 20th anniversary, the CHANEL J12 watch has been transformed without losing its identity. Naturally.
An icon never changes; it adapts to the passage of time, captures it, shapes it, enhances it. For the Only Watch auction, CHANEL is offering two inseparable J12 timepieces: one black and one white. An exceptional duo, equipped with the new and exclusive chronometer-certified self-winding Caliber 12.1, presented at Baselworld 2019 and developed by the Kenissi manufacture, in which CHANEL is a stakeholder.


Why are these timepieces unique?

Two historic firsts:
These watches are the first two unique ceramic timepieces from the new J12 generation equipped with the self-winding Caliber 12.1, and are also the very first pair of watches in Only Watch history. This J12 duo stands out from the classic collection for:

  1. Its new self-winding Caliber 12.1 in black, visible through a sapphire crystal engraved with OnlyWatch,
  2. Its ceramic case in matte black and matte white,
  3. Its tone-on-tone dial accentuating the key figure of the collection: 12.


Technical description:

The inseparable J12s: references H6350 and H6349

  • Unique timepieces for Only Watch
  • 38 mm case in highly resistant matte black or matte white ceramic and steel
  • Bracelet in highly resistant matte black or matte white ceramic with steel triple-folding buckle
  • Highly resistant matte black or matte white ceramic and steel. CHANEL Manufacture
  • Matte black-varnished or matte white-varnished dial
  • Black Caliber 12.1 Manufacture self-winding mechanical movement, 70-hour power reserve.Chronometer certified by the COSC, 5-year guarantee.
  • Water resistance: 200 meters (650 feet).
  • Desired price: €40,000
Naomi Campbell

Everything has always been about seconds for a House created by a woman who knew how to follow her instincts. The instinct of the moment when everything is decided.

Whether it is the longest second of a lifetime on the day of an important decision or preparing a soft-boiled egg with perfect culinary precision, catching an airplane or missing a taxi, our existence is a succession of milestones that are of no coincidence.

The New J12 – NAOMI CAMPBELL is the watch for these milestones and the perfect accompaniment for every second. In this campaign for the most iconic CHANEL watch, nine iconic women share their personal experiences about a second that changed their lives.

Everything is a story of seconds for a woman who is in touch with her life and with this intimate timepiece that can shape destiny in a few seconds. The new J12 Watch is for this woman.


“Every action that I’ve committed myself to is a decisive second.”

Naomi Campbell made her first on-screen appearance at the age of seven when she was featured in the music video for Is this love? by Bob Marley. As the daughter of a ballet dancer, she decided to follow in her mother’s footsteps and studied the art of ballet at the Italia Conti Academy and the Stage School in London. Yet her life changed course completely at age 15 when the director of a modeling agency spotted in her in the street.

Just a few weeks later, she appeared for the first time on the cover of a magazine, none other than British Elle. Her career as a top model then skyrocketed, boasting more than 800 magazine covers to date.