Chanel’s “Boyfriend” woman’s timepiece launched last night during New York Fashion Week with a soiree’ befitting of the covetable name in fashion. The meatpacking district was the hotspot for the event with the theme of “ Lost Without My Boyfriend.” Handsome waiters flanked the entrance serving cocktails while fashion and watch press mingled and viewed the timepieces.
The Boyfriend watches were lined up like ducks in a row with crocodile and leather bands in red, navy blue or black. The watch is available in two sizes; 34.60 mm or 26.70 mm. Other choices are 18K with brilliant-cut diamonds or without. The larger face has 66 diamonds and the smaller model has 64. Both sizes were available in automatic self-winding or quartz.
The event-featured stations where guests could press large Chanel buttons which ejected rub-off watch tattoos— there was a station where tattoos could then be applied right on the spot. At the rear of the room was a large white leather sofa where guests lounged and view a film. A white old-style Coca Cola vending machine sat near the hores d’oeurvres bar which contained small glass bottles of personalized Coke with “Boyfriend”, emblazoned on the label. There was a whimsical and easygoing vibe to the affair.
The Boyfriend watch launched in Paris earlier in the year at their fine jewelry boutique in Place Vendome and it was said that it would launch worldwide in September. The “Boyfriend’s” case is reminiscent of the first watch launched by Chanel in 1987 called the Premier—its octagonal shape referenced Place Vendome in Paris where Madame Chanel lived.
The “Boyfriend” features a finely guilloche’ dial without any hour numbers, an onyx set crown and a sapphire crystal. Alligator strap colors come in black, red white and navy blue.
To check out the Paris launch of the “Boyfriend” click here.