When Gabrielle Chanel introduced her first line of cosmetics in the 1920s, she did more than sell powders and lipsticks—she redefined beauty as freedom. Until then, makeup was often considered the preserve of actresses or courtesans.
Chanel overturned that notion, presenting her creations in stark black-and-gold cases that stood in sharp contrast to the ornate, jewel-like containers of the era. This stripped-down aesthetic echoed her fashion philosophy: that true elegance lay in simplicity and restraint. It also made beauty modern, accessible, and unapologetically tied to self-expression.
Nearly a century later, Chanel revisits that spirit of reinvention. The new Première Charms Blush—part of the 2025 Chanel Blush Watch Capsule Collection unveiled at Watches and Wonders Geneva—translates the codes of beauty into the language of watchmaking.
Refined yet whimsical, it embodies what Arnaud Chastaingt, director of the Chanel Watchmaking Creation Studio, describes as “putting makeup on time to make it more beautiful.” The Première has always held symbolic weight for Chanel.
First unveiled in 1987, it was the maison’s debut timepiece: its octagonal case echoing both the architectural grandeur of Place Vendôme and the stopper of the Chanel N°5 perfume bottle; its chain bracelet interlaced with leather recalling the strap of the 2.55 handbag.
With the Blush edition, the watch evolves once more—this time borrowing from beauty rituals. Every detail is a study in contrasts. A black lacquered dial, framed in black-coated steel, mirrors the sleek compacts of Chanel’s makeup line. The crown, tipped with an onyx cabochon, nods to the house’s graphic minimalism.
Around the wrist, the signature chain bracelet interwoven with black leather offers structure and ease. Against this sleek backdrop twirl six playful charms spelling out “CHANEL”. Each letter, lacquered in soft pinks and bold crimsons inspired by the maison’s most recognisable nail shades, spins freely with every movement.
Here, colour is not an afterthought but a precious material in its own right.
Across the capsule collection, shades are rendered through métiers d’art: Grand Feu enamelling, miniature painting, decal printing, sculpted gold. On the Première Charms Blush, this craftsmanship gleams in the lustrous finish of every charm.
As Chastaingt observes, beauty objects are inherently graphic—defined by geometry, depth, and the play of shadow and shine. The charms of the Blush edition take that idea further. They are more than adornment: fragments of colour, light, and movement, talismans of modern femininity designed to catch both the eye and the imagination.
Underscoring its rarity, the caseback is engraved “Limited Edition”, affirming the watch’s place not only as an accessory but as a collectible. Inside, substance underpins style: a highprecision quartz movement, water resistance up to 30 metres, and multiple sizes from XS to L ensure the watch is as wearable as it is desirable.
Ultimately, the Première Charms Blush is not merely about marking hours—it gives time personality. Lively, mischievous, and radiant, it transforms every glance at the wrist into a moment of delight.
Gabrielle Chanel once said, “Beauty begins the moment you decide to be yourself.” With this creation, the maison offers a quiet addendum: beauty also begins the moment you fasten a watch—and allow time itself to wear its own shade of blush.
PHOTOGRAPHY JAYA KHIDIR
ART DIRECTION MARISA XIN
PHOTOGRAPHY ASSISTANT AMIRUL FAZAILE
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