A girl can dream, right?
This past year, Chanel re-issued its original Première watch, which was the first watch model the company ever created in 1987. The original Première was inspired by the octagonal shape of the No 5 perfume bottle’s stopper, which was originally inspired by the shape of Place Vendôme as seen below:
Place Vendôme, Paris, France
Before this campaign, Chanel’s watches were arguably in the plateau area of the maturity stage in the product life cycle. The re-designed watch effectively extends the product life cycle of the French couturière’s watches. The new Première watch increases the number of users by appealing to a much younger market and also increases the frequency of use by positioning itself as an everyday watch that could be worn to work and to a dinner party (as opposed to a jewelry watch). This line extension’s purpose to extend the product life cycle can be seen in the Première’s promotion video, which reveals gorgeous, fashionable young women sporting the watch doing quotidien things like grocery shopping or calling over a waiter.