You’ve surely seen Brazilian supermodel Gisele Bündchen as the face of Chanel many times over the years. Wandering Paris barefoot for the maison’s Spring/Summer ready-to-wear 2015 collection campaign; lensed by Baz Luhrmann as an ambassador for Chanel Nº5 in 2014; bronzed and naturally gorgeous as the face of Les Beiges makeup in 2013. This year, Bündchen is adding one more dimension of the Chanel universe to her impressive list: her first campaign for a watch by the maison—a moment that also marks Bündchen’s return to fronting a Chanel campaign after 11 years.
The watch collection is none other than the famed J12, Chanel’s game-changing foray into horology. When it debuted in 2000, it introduced the world to the very first luxury timepiece fully crafted from ceramic. A new-age, high-tech material that the couture maison transformed into an object of desire thanks to its remarkable qualities. Bündchen’s new campaign is titled “In the Greatest Strength Lies Softness”, and it expresses the duality of ceramic: soft as silk on the skin, yet lighter and stronger (by seven times, in fact) than steel.
Over the years, the Parisian maison has expanded the collection a great deal and, perhaps most vitally, created true horological credibility for itself. The core models of the J12 line are now powered by the Calibre 12.1, an in-house automatic movement that Chanel developed for itself. Models sporting these calibres feature a see-through sapphire crystal case back that reveals not just mechanical sophistry but Chanel’s particular perspective on watchmaking.
Visually, though, the new J12 and Bündchen campaign goes back to fundamentals. When the watch was being designed, legendary Chanel artistic director Jacques Helleu took inspiration from the sport of sailing. The precision of a finely tuned and designed boat slicing through water, the duality of strength and grace, and the iconography of the sport—aspects that found their way into the materials, mechanics and dial design of the J12. Even the name, in fact, comes from the world of sailing. Helleu closely referenced J-Class 12 Metre racing yachts, and christened the watch as such.
Sport, however, is taken as a personal journey of self-fulfilment rather than competition. Bündchen takes the J12 to its spiritual home on the open seas, the thrill of sailing itself a sensorial and authentic kind of luxury. The J12, as it happens, is not a gendered watch. Last year, Chanel introduced an alluring matte blue ceramic range that could strongly appeal to men, and this year it has tapped, in addition to Bündchen, French model Clément Chabernaud to embody the masculine aspect of the J12. It’s some testament to the universality of its design. Under the sun, on the water, with tan skin, against the blues of the sky and with a sense of wide open possibility, the J12 looks powerful and elegant regardless of whoever’s wrist it’s on.
Here, Bündchen shares exclusively with Vogue Singapore her thoughts on the new Chanel J12 campaign.
How does the J12 campaign fit into your personal journey or your values?
After years in the fast-paced fashion world, I slowed down and began living with intention. The J12 speaks to that shift, the campaign idea is to show timelessness, strength, and quiet elegance. It reflects the balance I strive for in my life, honouring beauty and simplicity while embracing growth and change.
Is there a particular memory associated with the shooting of the campaign?
Shooting outdoors in nature is always a gift. The atmosphere was inspiring and relaxed, the team was wonderful to work with, and there were many moments when the light was just perfect, and everything felt magical. It was a truly a special shoot, and I think you feel that when you see the images.
How did you bring your personal touch to this campaign?
I always bring my authentic self to whatever I do, but this shoot felt especially meaningful because the concept was so ‘me’ that it felt effortless. The idea was a woman moving through her world with purpose and grace, expressing the beauty that exists in taking a pause, in the breath, in the balance between strength and softness. I feel this is what we all strive for in life—I know I do.
What did you feel when you saw the film? Is there a scene or sequence that particularly resonates with you?
When I saw the film, I felt proud and deeply connected to its story. It captures a sense of freedom and confidence that truly resonates with me, powerful yet serene. I love how it reminded me of how beautiful and important it is when we live each moment and are fully present.
What does Chanel mean to you personally, and how would you describe your relationship with the house over time?
Chanel has always represented elegance, innovation, and timelessness to me. My relationship with the house has grown organically over the years, beginning many years ago with Karl Lagerfeld. It is rooted in mutual respect and a shared appreciation for craftsmanship, art, and creativity. I love how Chanel honours tradition while reinventing itself, I find that inspiring. Our relationship continues to evolve organically, much like life itself, always staying true to our essence.
