changing the face of watch ads

i was flipping through the 2014 september issue of vogue when i first came across chanel’s new l’instant watch ad campaign.  they immediately caught my photography geek eye because the campaign eschews the norm that watch ads feature the hands at 10 and 2–the position in which they best frame the brand logo.  [check out daniel wellington‘s beautiful line to see what i mean.]

a little research turned up a lot of buzz about these ads.  the jewelry editor blog explained that it’s actually the brand’s first watch campaign in over 10 years.

i love them not only because of they buck convention but also because they are totally lovely, shot in crisp black and white by the amazing patrick demarchelier, and shown in diptych as 2-page spreads with sleek models on the left with limbs in positions that mimic the position of the hands on the watch faces to the right.

 

chanel l’instant watch ad campaign, fall 2014, photographed by patrick demarchelier

chanel l'instant watch ad campaign, fall 2014, photographed by patrick demarchelier

chanel l’instant watch ad campaign, fall 2014, photographed by patrick demarchelier