Chanel to Sponsor Oxford-Cambridge Boat Race
“We knew when we first met, on June 10—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,”
Siobhan Cassidy, chairwoman of the Boat Race Company.
One of the oldest and most recognised sporting events in the British calendar, The Boat Race has announced its first-ever official timekeeper, sponsor, and principal partner: Chanel.
Marking the event’s 200th anniversary, the race will be renamed the Chanel J12 Boat Race, after one of Chanel's high-end watches. This sponsorship is a new venture for the iconic fashion house, which has traditionally been associated with jewellery and the arts. However, it may represent a return to the brand’s roots, as Coco Chanel herself was an avid tennis player and designed sportswear as early as the 1920s.
With a focus on promoting their line of watches, Chanel’s move allows them to reach an international audience while aligning with the heritage and prestige of The Boat Race.
As fashion houses increasingly align with sporting events - such as LVMH’s partnerships with sports like Formula 1, sailing, and this year’s Paris Olympics - Chanel’s sponsorship strengthens this trend. By capturing an affluent audience who want to associate with brands that embody both adventure and elegance, it’s likely that many other players in the fashion industry will follow suit.
Craftsmanship in design has a rich and long legacy, which has seen time-honoured skills and expertise passed down from generation to generation, but adapted to meet modern tastes and requirements.
Craftsmanship in design has a rich and long legacy, which has seen time-honoured skills and expertise passed down from generation to generation, but adapted to meet modern tastes and requirements.
As we move into autumn, we continue to be energised by the ‘start of term’ vibes. New launches, the Monaco Yacht Show, inspiring conversations in sustainability and wellness and a continuing appreciation for the importance of home, have been much discussed in the studio over the last few weeks. Join us for a little OBS musings…
As we move into autumn, we continue to be energised by the ‘start of term’ vibes. New launches, the Monaco Yacht Show, inspiring conversations in sustainability and wellness and a continuing appreciation for the importance of home, have been much discussed in the studio over the last few weeks. Join us for a little OBS musings…
March is always a time for reflection as we take in the brighter days of Spring and the new launches across the luxury sphere. This month we have been musing over the launch of Saudi Arabia’s biggest airport concept and how they are merging design and AI in the most interesting way. The new concept car from Jaguar has certainly been a talking point alongside our thoughts on the new Cartier exhibition, Donatella’s departure and the rise of the Luxury Pop Up!
March is always a time for reflection as we take in the brighter days of Spring and the new launches across the luxury sphere. This month we have been musing over the launch of Saudi Arabia’s biggest airport concept and how they are merging design and AI in the most interesting way. The new concept car from Jaguar has certainly been a talking point alongside our thoughts on the new Cartier exhibition, Donatella’s departure and the rise of the Luxury Pop Up!