For CHANEL, time has never been merely something to measure. It is a creative medium, a space for experimentation and the expression of a style that transcends convention. With the CHANEL Coco Game Capsule Collection, the Maison brings Haute Horlogerie into a playful universe shaped by chessboards, playing cards, dominoes and pixelated characters.
Designed at Place Vendôme in Paris and assembled at the CHANEL Manufacture in La Chaux-de-Fonds, Switzerland, the collection comprises 14 timepieces that reinterpret the Maison’s defining codes: pure lines, the contrast of black and white, ceramic, diamonds and the unmistakable silhouette of Gabrielle Chanel.
At the heart of this aesthetic and mechanical game stands Mademoiselle herself. She is not simply a character, but the Queen who controls the board, sets the pace and rewrites the rules—a vision that captures Gabrielle Chanel’s fiercely independent spirit and the creative approach of Arnaud Chastaingt, Director of the CHANEL Watchmaking Creation Studio.
J12 Coco Game: Mademoiselle Goes Pixelated
The J12 Coco Game translates the visual language of digital culture and video games into a sophisticated watchmaking creation. On the dial, Gabrielle Chanel becomes a pixelated character, appearing to move in rhythm with the passing seconds.
Her silhouette was laser-cut from an ultra-light carbon plate to provide the balance required for the seconds hand. This technical achievement required ten months of development by the artisans of the CHANEL Watch Manufacture.
Available in matte black or glossy white ceramic, the watch features 12 brilliant-cut diamond hour markers and a bezel decorated with a geometric baguette-inspired motif. The self-winding Manufacture Caliber 12.1, certified as a chronometer by the COSC, offers a power reserve of approximately 70 hours.
Technical precision and visual wit coexist within the same timepiece, transforming one of the Maison’s most emblematic watches into a miniature animated scene.
BOY·FRIEND Coco Game: The Queen of Hearts
In the BOY·FRIEND Coco Game, Gabrielle Chanel takes on the role of the most iconic playing card: the Queen of Hearts.
Her portrait appears against a pristine dial, dressed in the elements that defined her distinctive style: a black-trimmed tweed suit, a boater hat and layered pearl necklaces. Two heart-shaped metallic appliqués soften the sharp graphic precision of the composition.
The rectangular steel case with black coating is paired with an interchangeable white calfskin strap finished with black patent leather trim. The result resembles a refined and precious playing card, composed through striking contrasts and instantly recognisable details.
PREMIÈRE Coco Game: CHANEL in Motion
The PREMIÈRE Coco Game plays with the visual power of the CHANEL name. Six letter-shaped charms move with the rhythm of the wrist, spelling out the Maison’s name with effortless lightness and dynamism.
The black dial and chain bracelet contrast with the white leather woven through the links, while lacquer and sapphire crystal enhance the watch’s bold graphic identity. The model retains the PREMIÈRE’s signature octagonal case, inspired by both the stopper of the N°5 fragrance bottle and the geometry of Place Vendôme, while introducing it into a more playful and contemporary narrative.
CODE COCO GAME: A Game of Dominoes
Inspired by domino tiles, the CODE COCO GAME contrasts the white quilted leather strap with two black dials and the black Mademoiselle turnlock.
One of the dials is set with a natural princess-cut diamond, creating a discreet point of light within the rigorous monochrome composition. Inspired by the closures of the Maison’s handbags, the turnlock becomes both a functional element and an aesthetic signature. The quilted motif, graphic contrast and architectural case bring together some of CHANEL’s most recognisable symbols within a compact and highly distinctive design.
Time According to Mademoiselle
With Coco Game, CHANEL does more than decorate its timepieces with playful references. The Maison transforms gaming into a design language, bringing together pop culture, exceptional craftsmanship and fine watchmaking precision.
Chess pieces, playing cards, pixels and dominoes become a means of portraying a woman who never simply took part in the game. Gabrielle Chanel always made the rules.
It is time to make a move.
