Chanel’s very first campaign for its institutional watch in over ten years is launching mid-May—and it’s actually pretty cool.
Called L’Instant Chanel, Patrick Demarchelier shot the 15 double-page ads that juxtapose graphic black-and-white images of women and men with watches whose hands are position to mirror to mirror their poses.
“It is a concept that is a bit different from what is usually in the market, which is relatively conservative in terms of communication,” Philippe Mougenot, president of Chanel’s watch and jewelry division.
One image may be considered “sacrilege” by purists, though, according to Mougenot. Model Sharam Diniz is pictured on the left-hand side hanging from the rings about the sea, while the watch on the right show the time is set at 6 o’clock, breaking the typical convention of photographing watches set at 10:10, Women’s Wear Daily is reporting.