Premiere Chanel, for Eternal Youth

Inès de la Fressange was the perfect model to represent the Première watch. Chanel

1987 marked the beginning of the company’s foray into the watchmaking industry, during which it pioneered the notion of the premium fashion watch. She seemed to have not changed at all in the past 35 years.

Every success story has a humble beginning. The year 1987 marks the beginning of the brand whose name contains two capital letters’ foray into the world of watchmaking. When it was first released, Chanel even devoted a full boutique on avenue Montaigne (in the 8th arrondissement of Paris) to his only watch. A method for emphasizing its aspirations, as well as a risky wager for the entrance, almost as if by breaking, of a fashion brand into this subdued environment… The legacy of Chanel was then propelled further by Karl Lagerfeld, who served as its creative director. The face of the house is known all over the world to be that of Inès de la Fressange, who exudes an elegance that is quintessentially French. On the other hand, she does not wear a watch. In addition to clothing, handbags, fragrances, and cosmetics, the only thing that was lacking was this direct object complement. It will be known as the Première, and Jacques Helleu is responsible for the conception of its design (then artistic director of Chanel perfumes, at the initiative in particular of the major campaigns of the Noh 5 with Catherine Deneuve and Carole Bouquet).

Because the fashion house does not have any previous involvement with the controversy, it will have been able to free itself…

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