Chanel tires to woo the male watch demographic, developing its first men’s wristwatch and first in-house movement to match.

Independent French company Chanel is a standard bearer of the luxury world. So it was much to everyone’s surprise when they announced that Brand Pitt would be the spokesperson for their iconic Chanel No. 5 ladies perfume, after a series of other (female) beauties played that role.

An unusual move to be sure, but definitely one that got Chanel a lot of publicity – both positive and negative (if you believe there is such a thing).

Now it seems they’ve done it again. A staple in the world of ladies watchmaking since 1987, Chanel has entered the men’s game, announcing its first ever watch for men, the Monsieur de Chanel.

Not only that, but the watch also houses the brand’s first in-house movement, the Calibre 1, created entirely at the company’s assembly plant in La Chaux-de-Fonds, Switzerland.

I suppose that if you want to be taken seriously in a new market segment, you have to enter with a bang. And the new calibre is a solid entry point, featuring two complications – a jumping hour and a retrograde minute – and took five years to develop. When observed through the case back, the watch looks every bit masculine, a conscientious choice no doubt.

For 2016, 300 models of the new timepiece are set to be produced, half in beige gold and half in white gold, expected to retail for €31,500 and €33,000, respectively. They’ll be available online and in Chanel’s boutiques starting from June 2, 2016.

More than anything, in curious to see just who Chanel chooses to represent the new watch as brand ambassador. After investing in developing a new watch and new movement, surely they will also invest in the talent to sell it. Brad Pitt, anyone? Unless of course Chanel pulls off another twist similar to their Chanel No. 5 marketing ploy, and hires a woman to promote it’s men’s watch line.