CHANEL and The Boat Race Company Ltd have revealed a new long-term partnership, with CHANEL as Title Sponsor and official Timekeeping Partner.
The 2025 event will become The CHANEL J12 Boat Race – The Women’s Boat Race and The Men’s Boat Race will take place on Sunday 13 April along the 4.25 miles of the Championship Course between Putney and Mortlake in London.
CHANEL has had its roots in sport since it was founded in 1910. Inspired by sporting attire predominately worn by men of the time, Gabrielle Chanel was an active sportswoman herself and used materials such as jerseys, and tweeds and created trailblazing designs. The designs gave women the freedom of movement – to ride horses, cycle and, most importantly, to choose how they dressed and who they wanted to be.
CHANEL was the first luxury house to launch its own fragrance in 1921 and its own high jewellery collection in 1932. Decades later in 2000, CHANEL launched the iconic J12 unisex watch – the name inspired by the J Class 12-metre race boats from the early 20th century.
“We are delighted to sign a strategic partnership with The Boat Race who share the same values of collective endeavour and the pursuit of excellence,” commented Frédéric Grangié, president at CHANEL Watches & Fine Jewellery. “It’s an honour to be the first ever official timekeeper in the race’s 195-year history to simultaneously become Title Sponsor and principal partner.
“Synchronicity in rowing is as crucial to the race as watchmaking craftsmanship to ensure accurate timing. Every rower, like every mechanism in a watch, must work together as one; the balance, the weight and the oar movements must all be impeccably timed.
“We look forward to working with The Boat Race over the coming years to bring this partnership to life, through the world of CHANEL and our iconic J12 watches.”
Siobhan Cassidy, chair of The Boat Race Company, added: “On behalf of the wider Boat Race community, we are so thrilled to welcome CHANEL as our new Title Sponsor. We knew when we first met, on 10 June – the same date as the first ever Boat Race in 1829 – that they understood the appeal of our event and we’re very confident that their involvement will help us take the event to new places and new people, as well as enhancing it for our millions of existing followers.”
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