Is Chanel the world's number-one luxury brand?

At Chanel, if a job’s worth doing, it’s worth doing well That the brand has succeeded in asserting itself so magnificently in watchmaking since the turn of the century is a perfect illustration While its first timepiece, the aptly named Première whose case borrows the characteristic octagon of the N°5 perfume stopper, goes back to 1987, Chanel’s rise to horological glory truly began in 2000 with the launch of the J12 in ceramic, a design now seen as the twenty-first century’s first iconic watch.

This unisex style has since lent itself to a raft of complications, many developed in collaboration with Audemars Piguet Renaud & Papi, including the disconcerting J12 Rétrograde Mystérieuse in 2010 Convinced you can never have too much of a good thing, two years later Chanel took the wraps off Mademoiselle Privé, a showcase for the métiers d’art that has continued to grow Each new piece confirms. Source