It was precisely 10 years ago that Chanel participated for the very first time in the Basel watch fair to reinforce its position as a key player in the world of prestige watchmaking. That year, the launch of J12 White truly made the occasion when it set the trend for white watches, which has since become the indispensable color in watchmaking.

This year’s Baselworld will see the inauguration of an even more exclusive exhibition concept. Chanel will install a totally new 1,580-square metre stand exclusively dedicated to Haute Horlogerie right in the very heart of Hall 1.

Extending over three levels, each of 500 square meters, the total space is three times larger than that of previous years and has been designed and fitted out by the American architect, Peter Marino. Here, a luminous white monolith with a black aluminium base magnificently highlights the colour codes of Chanel.

To mark its 10th consecutive participation, Chanel will unveil its latest watch collections in this spectacular showcase, most notably new Première and Mademoiselle Privé models, along with new J12 Black, White and Chromatic watches