The French haute couture brand, established by Gabrielle Chanel (1883-1971), who was called “Coco Chanel”, revolutionised the world of fashion, but what about watchmaking? The idea came relatively late because the “Première” watch was not launched until 1987. It was a tribute to the company’s origins, with its shape inspired by the Place Vendôme and the stopper from a bottle of Chanel No. 5 perfume. But Chanel’s real breakthrough came in 2000 with the J12, a sports watch in high-tech ceramic. It was subsequently presented in different versions and evolutions. In 2003, the all-white J12 started the trend for immaculate white in luxury watchmaking.