Chanel’s new ad campaign really grabbed everyone’s attention at Basel this year. Shot by none other than the legendary “I have Patrick” Demarchelier, it breaks the watch photography mould. Received wisdom has it that watches should only be photographed with their hands in the 10:10 formation. It makes the watch look happy and also means that the hands don’t obscure any sub dials. With a very nonchalant French shrug, Chanel has thrown that out the window. Each watch is photographed next to a model with its hands in the same position as the models legs. It’s clever, cool, so insouciantly French and makes you want to buy a Chanel watch tout de suite.
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