Celebrating its first quarter century of existence, Chanel’s Première watch is getting a second youth. The brand is launching a new version of the piece that marked Chanel’s first steps into the watchmaking-jewelry world. Just for the occasion, the first pop-up shop dedicated to the iconic watch will open its doors from May 21st until December 31st at 19 rue Cambon in Paris.
Drawn up in 1987 by Jacques Helleu, creative director for the brand, the Première watch was a risky bet for Chanel, who didn’t have a presence at all in the watchmaking universe yet. Breaking all the rules of this small world with its simple and uncomplicated design, it was an immediate success. Still following in the footsteps of the Mademoiselle, it put the brand’s signature into use: lines. Coco Chanel liked to say that “Fashion is architecture: a question of proportions”. It wasn’t by chance then that the young Première’s silhouette was inspired by the stopper to the N°5 flask, also calling to mind the geometrical proportions of the Place Vendôme in Paris (where Napoleon measured the passing of time along with the Sun from on high). Because this watch is made in Paris’ image. Encrusted with diamonds or simply lacquered with gold, it evokes the City of Light. The most Parisian of Parisians, the Première by Chanel offers a simple chic at first sight, hiding a worked sophistication underneath. In 2013, it became longer for a more refined allure on a chain bracelet, making it even more feminine to wear.
To celebrate its Première watch’s 25th birthday, Chanel presented a digital experience built around the Brand’s emblems last February. As the hours scroll by, the watch reveals its parts, either gold or diamonds. A Chanel lipstick, a 2.55, a few pearls of course, a bit of N°5 to grease up the steel camellia parts, everything that constitutes the very essence of elegance à la française according to Chanel. This wonderful experience concludes with a film where the Première watch is shown on the wrist of various women of Paris, proving that the mythic image of the Parisian lives on.
This time, Chanel is going even further by dedicating a pop-up shop to its timeless timepiece. With a contemporary vibe, this 20 m² space plays with the brand’s heritage. The whitewashed walls contrast with black flooring while an interior skylight looks out on the Place Vendôme, that’s been lending its characteristics to the Première watch for 25 years now, with a trompe-l’oeil effect. Alongside the new collection, all the different variations that marked the history of this Chanel icon will be presented in this rue Cambon setting.
CHANEL – BOUTIQUE EPHEMERE “PREMIERE”
19 rue Cambon – 75001 Paris
19 rue Cambon – 75001 Paris
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