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Worn as a watch or jewel,

#Legend - - TIME KEEPER -

“ALL OF CHANEL’S el­e­gance is based on an idea of time­less­ness and lack of os­ten­ta­tion. By mix­ing these codes to­gether, we cre­ate a style.” So says ac­tress and brand am­bas­sador Anna Mouglalis of the elu­sive sil­ver bul­let that de­fines the Chanel uni­verse through the ages. And she’s not alone in recog­nis­ing the stealth that comes from as­so­ci­at­ing with the house and the pre­scient mind­set of its founder.

Gabrielle “Coco” Chanel launched the first lux­ury popup store as far back as 1929, when she opened an ac­ces­sories bou­tique in­side her cou­ture house. From the 1930s, fur­ther in­no­va­tions fol­lowed – pro­to­types of quilted bags, jew­ellery, per­fumes and more, un­til, in 1955, at the grand old age of 72, Chanel launched the 2.55 quilted shoul­der bag with gilt chain and dis­tinc­tive clasp. The bag be­came an icon and was a ri­val to the Lit­tle Black Dress and Chanel No. 5 perfume. The codes of the house were em­bel­lished and ever-present.

Such Chanel codes are not iso­lated mo­ments, but a con­tin­u­ous nar­ra­tive in the seam­less evo­lu­tion of the house, an interlocking thread that bind into a time­less style, book­ended by past and fu­ture si­mul­ta­ne­ously. More than just a lux­ury brand, Chanel is a lan­guage, a semi­otics of iden­tity, mean­ing and as­pi­ra­tion – a Cocode. “At Chanel, one code al­ways leads us to­ward an­other,” says Vir­ginie Viard, Chanel's fash­ion stu­dio direc­tor.

If the quilted bag be­came the in­dis­pens­able ac­ces­sory for the Chanel out­fit, then the codes of its iconog­ra­phy have been reimag­ined in a dif­fer­ent form to­day. But not as a bag. At first glance, it's a bracelet that sparkles around a wrist – a jewel. Look again and one recog­nises in­stantly the clasp of the 2.55 bag and two hands. The code of Coco, the code of pop-up, of ac­ces­sories, of quilt, of an It bag – all these el­e­ments have been dis­tilled into this jewel of a watch. It's named a gospel or­ganic: Code Coco. “The Code Coco is

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