To most people the name Chanel is synonymous with haute couture and luxury goods. Within a hundred years the brand has become widely recognised for its many achievements. Notably these include the iconic “little black dress” legendary No. 5 de Chanel perfume, and the timeless Chanel Suit. Presently Alain Wertheimer and Gerard Wertheimer privately own the company.

Within Chanel’s large portfolio of high end products is a beautiful range of watches including the sublime Première Flying Tourbillon. This incredible timepiece is the company’s generous offering for the 5th Edition of the ‘Only One Auction’ due to be held in Monaco September 28th 2013. All proceeds from this charity fundraiser will go towards vital research into Duchenne muscular dystrophy. Recently there has been an influx of brands supporting philanthropic causes, which in my opinion is very inspiring.

The Première Flying Tourbillon measures 37mm x 28.50mm. These delicate proportions are clearly aimed at the feminine market although I have seen a few men wearing watches of this size. On that basis I would say the watch could potentially appeal to the unisex market. Realistically I would imagine that this elegant timepiece would be exceptionally comfortable to wear. This is due to the slender design and the lavish 18-carat white gold case. Due to the extravagant nature of this glorious piece I would only envisage it to be worn for very special occasions.

Visually the timepiece is dazzling with its sumptuous array of 169 brilliant cut diamonds. Chanel has spared no expense in the production of this opulent masterpiece. The black high tech ceramic dial perfectly contrasts with the sparkling diamond hands. I love the large aperture located at the 6 o’clock position showcasing the grandiose tourbillon. The overall theme is astonishingly simple and is devoid of numerals or indices. These minimalistic elements are integral to the success of the Première Flying Tourbillon’s design.

Beneath the sleek façade the company has equipped the watch with the “Camélia Flying Tourbillon” Calibre. This highly accomplished mechanism has been exclusively developed for Chanel by Renaud et Papi (APRP SA) The mechanical manual winding movement comprises 18 rubies, 225 hand decorated components (excluding the Flying Tourbillon, which contains 73 parts) and oscillates at a frequency of 21,600 vibrations/ hour (3 Hz). All elements of this magnificent creation have been manufactured and assembled in Switzerland.

The Première Flying Tourbillon is presented with a black alligator strap with 18-carat white gold double folding buckle set with 30 brilliant-cut diamonds. Hopefully this objet d’art will achieve the anticipated price of 150 000 €.