PARIS — Chanel’s J12 watch has a new face.

The French fashion house has tapped Gisele Bündchen for its latest campaign starring its bestselling timepiece, which comes with “In the greatest strength lies softness” as a tag line.

‘‘This campaign marks a pivotal new chapter for J12, redefining how we communicate the essence of the watch and opening up bold creative territory,” said Marianne Etchebarne, global director of image and communication for Chanel watches and fine jewelry.

“Our aim is to return to the origins of J12 and highlight what makes it truly unique, both in design and spirit,” she continued. “We hope this campaign resonates emotionally with those who already love J12, as well as those discovering it for the first time.”

In a one-minute film unveiled Thursday evening, the Brazilian model and veteran French model Clément Chabernaud take to the water — she on a sailboat on open seas, he rowing down a wide river — sporting the 38-millimeter version of ceramic-based design initially launched in 2000.

Bündchen said she “felt proud and deeply connected to its story” after seeing the final cut.

“It captures a sense of freedom and confidence that truly resonates with me, powerful yet serene,” continued the longtime friend of the house, whose relationship started under the tenure of Karl Lagerfeld. “I love how it reminded me of how beautiful and important it is when we live each moment and are fully.”

The supermodel described the campaign’s overarching idea as “a woman moving through her world with purpose and grace, expressing the beauty that exists in taking a pause, in the breath, in the balance between strength and softness,” she said. “I feel this is what we all strive for in life, I know I do.”

For Etchebarne, “the aquatic world was always at the heart of J12’s story, and with this campaign, we are returning to those origins, which feels especially meaningful.”

Imagined by Chanel’s late artistic director of four decades Jacques Helleu, who drew on racing yachts for the original all-black design, the J12 was the first to be entirely made of ceramic. Its name was inspired by the J Class 12-meter racing boats used in the America’s Cup during the early 20th century. 

At its launch, the watch was met with success, due to female consumers who liked the gender-neutral style. The white version was released three years later, and the response was just as enthusiastic, turning the watch into a phenomenon.

Most recently, Arnaud Chastaingt, director of the Chanel watchmaking creation studio, imagined the J12 Bleu variations, featuring a matte blue highly resistant ceramic and black-coated steel case.

The model has also served as the starting point for a host of variations, from all-sapphire gem-set designs to kooky creations featuring cartoon-like depictions of Gabrielle Chanel, splashes of nail lacquer and even robots.

In October 2024, Chanel further burnished the J12’s nautical credentials by becoming title sponsor and official timekeeping partner of the Oxford and Cambridge Boat Race, the oldest major sporting event in the U.K.

Since the 2025 edition, the historic annual contest between the two universities taking place on the River Thames is known as the Chanel J12 Boat Race.