Think chic “boyfriend jeans,” but for your wrist. That, my fellow watch friends, is exactly what Chanel debuted last week at an event held in “CHANEL JEFFREY New York,” the five-year-old pop-up shop on 14th Street. Guests were invited to immerse themselves in a romantic Chanel story told by a woman and her watch—her BOY•FRIEND—and curious video clips and images told it well.
As we navigated through the all-white shop, behind each wall, we found something new. Clues as to who the woman is, what her life is like, and who she is in love with appeared around every corner. There were “press here” vending machines that eloquently dropped down temporary BOY•FRIEND watch tattoos, and a refreshment bar in the back serving old-school, glass-bottled Coca-Cola. The 42-hour power reserve watches, available in 18K gold, white gold, and beige gold, were displayed throughout the space.
Courtesy of Chanel
The beautiful new timepiece, inspired by Chanel’s legendary Nº5 perfume bottle, is a boxy, modern take on elements found within a masculine wardrobe. Gabrille Chanel’s long-time vision of reinventing femininity by including masculine style continues, as Chanel’s BOY•FRIEND tells her story, all in due time.
