Première Sound combines two unlikely accessories.
Do you ever stare at your wired headphones and wish they did something else besides play music? Or perhaps you want your watch to suddenly go-go gadget and transform into a completely different piece of technology? Okay, probably not but someone at Chanel sure did. What sounds like an accessory straight out of a fever dream has become reality with the launch of Première Sound watch. The hybrid creation that is equal parts jewelry, timepiece, and tech. Released today, alongside the accompanying ad campaign that features Lily Rose Depp, it’s an unusual yet eye-catching accessory that is sure to be a collector’s item.
The brainchild of Arnaud Chastaingt, director of Chanel’s Watchmaking Creation Studio, it’s an unlikely combination of details. Making this unusual combination isn’t a surprise — the Première watch first debuted in 1987 and has been reinterpreted countless times since. Known for an octagonal case that’s inspired by the stopper of Chanel No. 5’s perfume bottle and a strap that nods to the chained shoulder straps of the brand’s signature bags, this new version takes all those details and runs with it. At its base, it’s a sautoir necklace that features the brand’s signature chain-link detail. One side features the watch face itself, meant to sit below the shoulders while on the other side, an audio jack dangles. As for the in-ear buds, they extend from the chain and feature the iconic linked Cs. But don’t write them off as strictly aesthetic. They’re equipped with a microphone and remote control to adjust playback or take calls while the sound is as high-quality as you’d expect from a luxury brand.
In addition to the campaign images, Depp also appears in a short film. Given that you can’t have a headphone ad without great music, the soundtrack is no slouch. Set to the sounds of Simple Minds’ Promised You a Miracle, she pops in the ear buds while dancing around Coco Chanel’s iconic apartment on Rue Cambon. As she heads out to the streets of Paris, you have to wonder who else will be doing the same with this timepiece in the near future.
