Playing with Time: CHANEL Unveils Coco Game

In 2026, CHANEL elevates watchmaking into the realm of art with Coco Game, a thematic Haute Horlogerie collection that transforms time into a sophisticated play of strategy, symbolism, and design. Conceived by the CHANEL Watchmaking Creation Studio, the collection reflects the House’s enduring commitment to creativity, technical mastery, and exceptional materials – where timepieces go far beyond their primary function.

At the heart of the collection is an extraordinary concept: Gabrielle Chanel as the Queen in a surreal chess game. Designed at Place Vendôme in Paris and assembled at the CHANEL Manufacture in La Chaux-de-Fonds, the collection of 14 timepieces reinterprets the graphic language of chess through the Maison’s signature codes – line, black, and white.

Under the direction of Arnaud Chastaingt, the gaming universe becomes a refined aesthetic playground. Here, time is not measured, it is played. Mademoiselle takes the lead as the ultimate strategist, setting the tempo and mastering every move.

The centerpiece of the collection is a remarkable chessboard, conceived as a true objet d’art. Each of its 32 pieces reflects the CHANEL universe: from the Vendôme column to the lion, each element is crafted with extraordinary precision in a combination of gold, ceramic, and diamonds. Black ceramic pieces sculpted from a material seven times harder than steel are accented with white gold and diamonds, while the opposing set in white gold reveals an equally intricate level of detail.

At the center stand the Queens – figures of both power and mystery. Dressed in diamond tweed with blackened gold accents, they conceal the time beneath their pedestal, transforming into wearable necklaces set with white gold, diamonds, and onyx. The chessboard itself, resting on an obsidian base, is composed of black and white ceramic and framed with a line of diamonds, reinforcing its sculptural presence.

With Coco Game, CHANEL once again blurs the boundaries between watchmaking and art. It is a celebration of vision, precision, and imagination where every detail is a move, and every move tells time.