Gisele Bündchen Fronts Chanel’s New J12 Campaign

Gisele Bündchen fronts Chanel’s new J12 campaign, embodying the watch’s duality of strength and softness. Shot in nature, the campaign celebrates timeless elegance, presence, and the balance between power and serenity

More than 25 years after it first redefined modern watchmaking, the J12 returns to its elemental origins. With a new campaign starring supermodel Gisele Bündchen and model Clément Chabernaud, Chanel reconnects its iconic ceramic timepiece to the world that inspired it: water – at once tranquil and immensely powerful.

Conceived as the House’s first unisex sports watch, the J12 has long embodied paradox: softer than silk, yet stronger than steel. Now, that duality defines a new brand territory, one rooted in balance, breadth, and quiet strength. Shot on sea, the campaign mirrors the sensory qualities of the watch itself – serene yet commanding – and the personal philosophy of its leading woman.

“After years in the fast-paced fashion world, I slowed down and began living with intention,” Bündchen reflects. “The J12 speaks to that shift. It shows timelessness, strength, and quiet elegance. It reflects the balance I strive for in my life – honouring beauty and simplicity while embracing growth and change.”

For Bündchen, whose relationship with Chanel began decades ago under the late Karl Lagerfeld, the project felt instinctive. “I always bring my authentic self to whatever I do, but this shoot felt especially meaningful because the concept was so me that it felt effortless,” she says. “It was about a woman moving through her world with purpose and grace – the beauty that exists in taking a pause, in the breath, in the balance between strength and softness.”

Filmed outdoors, the campaign captures fleeting moments of perfect light and stillness – qualities Bündchen remembers vividly. “Shooting in nature is always a gift. The atmosphere was inspiring and relaxed, and there were many moments when the light was just perfect and everything felt magical. It was a truly special shoot, and I think you feel that when you see the images.”

That sense of presence extends into the campaign film, which Bündchen describes as “powerful yet serene.” She adds: “It reminded me of how beautiful and important it is when we live each moment and are fully present.”

As Chanel positions the J12 within a renewed universe of water, sensation, and duality, Bündchen herself embodies the watch’s enduring codes: freedom and composure, strength and softness, timelessness and change. “Chanel has always represented elegance, innovation, and timelessness to me,” she says. “Our relationship continues to evolve organically, much like life itself – always staying true to our essence.”