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Chanel Joins Oxford-Cambridge Tradition With Historic Boat Race Sponsorship

By Shaked Yanko

chanel boat race "The Chanel J12 Boat Race."

Chanel


Chanel has become the first luxury brand to serve as both Title Sponsor and official Timekeeping Partner for The Boat Race, renaming it "The Chanel J12 Boat Race." This iconic partnership reflects a shared commitment to excellence and precision, linking Chanel’s craftsmanship with the teamwork essential in rowing. Launching in 2025, this collaboration celebrates the historic Oxford-Cambridge rivalry along the Thames, drawing over 250,000 spectators and millions of global viewers.


Chanel’s legacy in sportswear and empowerment plays a significant role in the partnership. Since its founding in 1910, Chanel has championed freedom of movement through innovative designs, embodying the pioneering spirit of The Boat Race. The brand’s iconic J12 watch, inspired by early 20th-century racing boats, represents Chanel’s dedication to elegance and functionality in style.


Frédéric Grangié, President of Chanel Watches & Fine Jewellery, emphasizes the alignment of watchmaking precision with the synchronization essential in rowing. Meanwhile, Siobhan Cassidy, Chair of The Boat Race Company, highlights Chanel’s ability to enhance the event for its global audience, bridging tradition and contemporary luxury through this partnership.

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