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It’s not every day that two icons come together in a way that feels, well, meant to be. CHANEL has just made history by becoming the first luxury house to hold the dual role of Title Sponsor and official Timekeeping Partner of The Boat Race. Starting in 2025, this nearly 200-year-old sporting event will be officially known as The CHANEL J12 Boat Race. Yes, you read that right — two worlds that revolve around precision and excellence are now perfectly in sync.
If you’ve ever stood on the banks of the Thames in spring, you’ll know The Boat Race is more than just a competition. Since 1829, Oxford and Cambridge’s finest have gone head-to-head in an epic 4.25-mile row, drawing hundreds of thousands to London’s riverbanks and millions more glued to their screens. It’s tradition, drama, and athleticism rolled into one, and now it’s getting a CHANEL twist.
For CHANEL, this isn’t just about slapping their name on a banner — it’s a love letter to shared values. Gabrielle Chanel herself was all about rewriting the rules, taking inspiration from sports to create designs that gave women freedom, both in movement and spirit. That same philosophy carries through today, whether it’s in the legendary J12 watch or CHANEL’s dedication to celebrating craftsmanship and teamwork.
Frédéric Grangié, President of CHANEL Watches & Fine Jewellery, puts it best: “Every rower, like every mechanism in a watch, must work together as one.” And really, isn’t that what makes this partnership so special? It’s about finding beauty in synchronicity, whether that’s on the water or on your wrist.
Mark your calendars for April 13, 2025. That’s when this partnership officially takes center stage as Oxford and Cambridge’s “Blues” crews battle it out once again, but this time with CHANEL keeping time. With the iconic J12 watch stepping into the spotlight, it’s set to be a race—and a moment—unlike any other.
Some collaborations are just for show, but this one feels like it was written in the stars (or maybe the river). CHANEL and The Boat Race? Now that’s a stroke of genius.
