What do you do when you turn 20? You party on a sexy beach with all your best friends. Chanel’s J12 watch is no different when it commemorates two decades with its relaunch party at Andre Balazs’ Sunset Beach from July 17 through July 21.
Back in 2000, the iconic timepiece was released with a tip of the cap toward J-Class racing yachts. Chanel’s Artistic Director Jacques Helleu admired the silhouettes of America’s Cup racing class the J12 so much he drew this watch’s signature sporty lines as a pure homage to the boats. In 2003, he rereleased its identical twin in white ceramic. It became just as seminal as the original.
Chanel commemorates that early inspo with its own Chanel J12 Yacht Club on Shelter Island which is decked out in chic black and white accoutrements (sleek umbrellas and surf boards, as well as ping pong and badminton sets are all emblazoned with the brand’s classic logo). Here you will find a new J12 watch that has been updated with only small touches (ceramic numerals, refined hands and Chanel’s typeface).
The irresistible activation will attract fans of the brand with a double-decker set up that looks like something plucked straight out of a French Riviera enclave. Inside the preppy beach club, revelers can escape the sun by playing retro board games or shopping the new J12 collection… naturally. 35 Shore Road, Shelter Island
Photography by: Photos by Sam Frost