CHANEL Becomes First Luxury Brand to Take on Title Sponsor and Official Timekeeper for the Renowned University Boat Race
In an extraordinary new chapter for both CHANEL and the historic Oxford-Cambridge Boat Race, CHANEL steps in as Title Sponsor and Official Timekeeper for the 2025 event, which will debut as The CHANEL J12 Boat Race. This partnership unites CHANEL’s timeless elegance with the tradition of one of the UK’s most iconic sporting events.
A Modern Union of Legacy and Precision
The Boat Race, nearly two centuries old, has long held a revered place on the Thames. This year, with CHANEL’s involvement, the tradition is infused with the brand’s precision timekeeping through its legendary J12 watch collection. The 2025 race, set for April 13, will showcase of The Women’s Boat Race and The Men’s Boat Race along the 4.25 miles of the Championship Course between Putney and Mortlake in London, drawing a vast live audience along the riverbanks, with millions more tuning in via the BBC worldwide.
CHANEL’s Enduring Connection to Sports
CHANEL’s sporting legacy dates back to Gabrielle Chanel herself, who championed designs that empowered women to be active and embrace new freedoms. She was an active sportswoman herself and used materials such as jerseys, and tweeds and created trailblazing designs. These designs gave women the freedom of movement – to ride horses, cycle, and most importantly to choose how they dressed and who they wanted to be.
The J12, introduced in 2000 and inspired by the sleek lines of the J-Class racing yachts, embodies that heritage in a timeless design and performance, now honored as the official timepiece for this esteemed event.
An Elevated Experience for Global Spectators
CHANEL’s new role not only honors the brand’s heritage but enriches the international appeal of the Boat Race. Frédéric Grangié, President of CHANEL Watches & Fine Jewellery, said, “Synchronicity in rowing is as crucial to the race as watchmaking craftsmanship to ensure accurate timing. Every rower, like every mechanism in a watch, must work together as one; the balance, the weight and the oar movements must all be impeccably timed. We look forward to working with The Boat Race over the coming years to bring this partnership to life, through the world of CHANEL and our iconic J12 watches.” With this partnership, CHANEL aligns its pursuit of perfection with the spirit of competition that has fueled this race for generations.
The 2025 CHANEL J12 Boat Race represents an elegant synthesis of tradition and innovation, offering spectators a unique moment where heritage, craftsmanship, and the thrill of competition converge.
