Chanel muses Keira Knightley, Carole Bouquet, Liu Wen, Anna Mouglalis, Ali MacGraw, Claudia Schiffer, Naomi Campbell, Vanessa Paradis, and Lily-Rose Depp, co-star in the French fashion house's J12 Watch campaign, shot by Brigitte Lacombe.

The stars appear in short films answering questions about the 'concept of time' and recalling 'defining moments' in their careers, and MacGraw commented 'The second an agent saw the Chanel N°5 ad in a drugstore. After that he asked me if I’d like to be in the movies. For which I had no qualifications. I guess the rest is history'.