Patrick Demarchelier, the famed fashion photographer, has shot a new black and white campaign for Chanel’s watch collection.

L’Instant Chanel campaign was unveiled at the Baselworld watch fair in Switzerland. Photographed by legendary fashion snapper Patrick Demarchelier, the 15 black-and-white double-page visuals show off the Chanel Première, J12 and Mademoiselle Privé watch collections.

Philippe Mougenot, president of Chanel’s watch and jewelry division, said “It is a concept that is a bit different from what is usually in the market, which is relatively conservative in terms of communication.”

Styled by Carlyne Cerf de Dudzeele, the images debuted in France’s Le Figaro and will appear in mid-May for the June issues of global glossy mags. They will then pop up in wider international print and digital press in June.

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