The New CHANEL J12 Watch Draws on Muses from Liu Wen to Keira Knightley To Tell Its Story

The iconic J12 watch recently celebrated its 19th anniversary, marking 19 years since artistic director Jacques Helleu created it. Originally designed for himself, he was inspired by the chassis lines of racing cars and the silhouette of America’s Cup racing class, the J12. Hence, the J12 watch, sleek and timeless, was born.

For its renewal, Arnaud Chastaingt, director of the CHANEL Watch Creation Studio gave the J12 an update while still remaining true to its original design. For instance, to increase the dial opening, the bezel was refined: the number of its notches increased from 30 to 40 and the typeface of its numerals and indexes was redesigned. The width of the crown was reduced by a third, like the ceramic cabochon adorning it. If you’d like to find out even more about the ever-chic Chanel J12, you can discover the reinvented icon here.

Additionally, the J12 campaign, “ITS ALL ABOUT SECONDS” features 10 muses related to Chanel, who each share about an intimate second that changed their life. The campaign highlights how special the concept of time is: although time as a measurement is the same for everyone, no one experiences time the same way as another.

Liu Wen

Liu Wen, Chinese model, CHANEL Ambassador and Muse of the new J12 watch

“In Autumn 2005, the second I got my one-way train ticket which was from my hometown Yongzhou to Beijing. And I started my modeling career.”

Making history in 2017, she is the first ever Asian model to appear on the cover of American Vogue. Chosen by CHANEL in 2015, Liu Wen has been an ambassador of the brand since 2017, and featured in the 2018 “Les Beiges” campaign. Over time, this young girl from Yongzhou with a dream has become a dazzling star.

William Chan

William Chan, CHANEL Ambassador and Muse of the new J12 watch

“A decisive second? The moment when I open my eyes in the morning.”

A believable statement from the multi-talented actor and singer, who rose to fame in 2003 for his performance in the “New Talent Singing Awards” competition. He was quickly signed by Emperor Entertainment Group, and to date has seven albums and six singles under his belt. Beginning his acting career in Hong Kong in 2009, the CHANEL China Watch Ambassador’s popularity only continues to grow.

Keira Knightley

Keira Knightley, CHANEL Ambassador and Muse of the new J12 watch

“Right now, I am definitely living in the moment.”

Knightley’s career took off when she clinched the role of Sabé in Star Wars: Episode I – The Phantom Menace, following which she went on to play key roles in films Bend It Like Beckham and the Pirates of the Caribbean saga. She has been active in the film industry for 25 years, and her dynamic and eclectic career has earned her two Oscar nominations for Pride & Prejudice in 2006 and The Imitation Game in 2015.

Known for her discernment in selecting roles, she has famously portrayed strong female characters. She was first chosen by CHANEL in 2007 to be the face of the Coco Mademoiselle fragrance. Eight years later, she became the face of the Rouge Coco lipstick campaign, and the face of CHANEL Fine Jewelry in 2016.

Lily-Rose Depp

Lily-Rose Depp, CHANEL Ambassador and Muse of the new J12 watch

“My life changed, the second my little brother was born.”

Lily-Rose Depp discovered her love for acting at the early age of 15, after a cameo appearance in the film Tusk that starred her father Johnny Depp and long-time friend Harley Quinn Smith. She has quickly established a name for herself in both French and English-speaking cinema, winning a nomination for the César Award for Most Promising Actress for her role as Isadora Duncan in La danseuse directed by Stéphanie Di Giusto.

Her relationship with CHANEL began when she made her first official appearance with her mother Vanessa Paradis in New York at the restaging of the Métiers d’Art Paris-Salzbourg show. In the same year of 2015, she was selected to be the face of the CHANEL Sunglasses campaign and also featured in the advertisement for CHANEL No. 5 L’Eau. After closing the 2017 Spring-Summer Haute-Couture show arm-in-arm with Karl Lagerfeld, she became the Ambassador for the lipstick lines Rouge Coco Gloss, Rouge Coco Lip Gloss and Rouge Coco Flash.

“Our bond goes so much deeper than just a professional relationship,” the actress/model said,  “CHANEL has to be first word I learned to read. There are people in this team who have watched me grow up. I have absolute confidence in them and their counsel. They have always looked out for me in the most gracious, generous and warm way. I’m very lucky to have been acquainted with this brand starting at such a young age.”


Additionally, the launch wouldn’t be complete without the presence the gorgeous CHANEL J12 Muses at the event! All clad in Chanel and sporting a Chanel J12 on their wrists, take a look at what they were wearing. We love how classic and dreamy they all looked, especially the ever-stunning Keira Knightley’s vintage ecru dress.



The CHANEL classic J12, $8,150, and the CHANEL J12 with diamond indicators, $10,000, available at