Brand Intelligence
Chanel Expands Brand Footprint Through Watchmaking Acquisitions and Cultural Partnerships
The French luxury house secures a stake in Ebel and expands its lead partnership with Hong Kong's M+ museum.

Chanel is expanding its brand footprint beyond traditional fashion through strategic investments in high-end watchmaking and major cultural partnerships.
According to Hodinkee, a consortium of buyers including F.P. Journe and Chanel entered into a binding agreement to acquire a 95%[1] stake in Swiss watchmaker Ebel for $66.5 million[1]. This transaction divests the brand from Movado Group, which originally purchased the watchmaker in 2004,[1] and will retain a 5%[1] interest. The acquisition represents a concerted effort to restore the Swiss name, which was founded in 1911[1] and achieved significant commercial success during the late twentieth century.
The investment in Ebel highlights a distinct mechanism of portfolio diversification for the French luxury house. As noted by Monochrome Watches, Chanel is already a partial owner of F.P. Journe, and this transaction allows the house to expand its specialized watchmaking portfolio, which also includes stakes in components manufacturers such as G&F Chatelain. By partnering with independent watchmaker François-Paul Journe and industry executive Pierre Jacques, who will step in as chief executive officer of Ebel, Chanel aligns itself with elite independent horology. This strategy contrasts with the approach of larger luxury conglomerates that rely on centralized watch divisions, allowing Chanel to preserve niche artisanal craftsmanship while scaling its technical capabilities.
Simultaneously, the house is deepening its institutional presence in key global art markets. ARTnews reported that Chanel has signed a three-year agreement to become the lead partner of Hong Kong’s M+ museum, expanding a relationship that began in 2023[2]. This expanded sponsorship moves beyond the brand's previous focus on film restoration and moving-image collections to encompass exhibitions, public programming, and digital initiatives. The partnership will debut with a solo presentation by artist Sarah Sze, establishing a prominent platform for the brand to engage with contemporary visual culture in Asia.
This cultural positioning is closely tied to physical retail expansion in regional hubs. According to Women's Wear Daily, Chanel has unveiled its stand-alone store hoarding at the SKP development in Wuhan, marking its first boutique in the central China city and its second in the broader region. As luxury brands navigate a changing retail landscape, the move to establish a presence alongside Louis Vuitton and Cartier along the SKP pedestrian promenade demonstrates a commitment to regional distribution. The brand is also experimenting with localized physical formats, such as launching its Coco Neige collection in a historic Spanish-style villa on Wukang Road in Shanghai.
These corporate and institutional strategies are reinforced by high-profile cultural activations that maintain the brand's visibility in the couture space. Vogue reported that singer Dua Lipa attended the WSJ Magazine Innovator Awards at New York’s Museum of Modern Art wearing a textured tweed skirt suit and an asymmetric feathered headpiece from the house's fall couture collection. This public alignment with contemporary cultural figures helps sustain the brand's prestige across both haute couture and specialized luxury sectors.
The combination of watchmaking acquisitions, museum sponsorships, and regional retail expansion illustrates how the house manages its long-term brand equity. By securing technical assets in Switzerland and cultural authority in Hong Kong, Chanel builds a diversified ecosystem that supports its core products. This integrated approach ensures the brand remains anchored in both historical craft and contemporary culture, providing a stable foundation for its secondary-market positioning.
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Sources
- 01
hodinkee.com
Business News Movado Selling Ebel To F.P. Journe And Chanel In Deal Heralding Comeback Of Once Mighty Swiss BrandOct 9, 2026
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The Business of Watches Podcast TanTan Wang And Griffin Bartsch On New York Watch Week And What It Says About The Market Introducing The Porsche Design Chronograph 1 Utility – Limited Edition for Hodinkee Consortium of buyers, including François-Paul Journe and French luxury group Chanel, buys 95% stake in Ebel for $66.5 million. E bel, once one of the most successful and top-selling Swiss watch brands, which has fallen into relative obscurity under the ownership of Movado Group, is being sold to a consortium of high-profile buyers, including François-Paul Journe and Chanel, who plan to revive the Ebel marque with hopes of returning it to its former glory. Movado Group, Inc. says it entered into a binding agreement to sell a 95% interest in the Ebel brand for $66.5 million to a strategic buyer group led by Geneva-based Montres Journe SA, with the participation of French luxury house Chanel and Pierre Jacques, a long-time industry executive. Jacques, who previously headed De Bethune for more than a decade, will take over as CEO of Ebel while Movado, with shares publicly listed on the New York Stock Exchange, which purchased the brand from LVMH in 2004, will retain a 5% stake in the business when the deal is completed, the parties said in a statement. The agreement underscores the growing business interest in reviving faded luxury Swiss watch brands once revered by watch consumer
- 02
artnews.com
Chanel Becomes Lead Sponsor of Hong Kong’s M+ Museum in Expanded Three-Year DealOct 21, 2026
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Follow Us * Icon Link Plus Icon * Icon Link Plus Icon * Icon Link Plus Icon * Icon Link Plus Icon * Icon Link Plus Icon * Icon Link Plus Icon * News * Market * Artists * ARTnews Recommends * Top 200 Collectors * Digital Issues * ARTnews Awards * Art in America Plus Icon Click to expand the Mega Menu Menu Read Next ### Pace CEO Marc Glimcher Responds to Reports of Financial Losses, Says Gallery Will Open New Location in Europe # Chanel Becomes Lead Sponsor of Hong Kong’s M+ Museum in Expanded Three-Year Deal * U.S. Pavilion at Venice Biennale Is $1 M. Short, and Its Sculptures May Be Stuck in Italy * Suspected Thieves Flee Dresden Museum Complex After Being Spotted by Security Guard * Dallas Art Fair Is Moving to Southern Methodist University in 2027 Hong Kong's M+ museum.©Virgile Simon Bertrand/Courtesy Herzog & de Meuron Chanel is deepening its relationship with Hong Kong’s M+ museum, signing on as its lead partner for the next three years and expanding its support beyond film to exhibitions, artist programs, and other projects. The French luxury house has backed M+, the contemporary visual culture museum in Hong Kong’s West Kowloon Cultural District, since 2023. The partnership has until now mostly focused on experimental cinema, film restoration, and building the museum’s moving-image collection. The new agreement, announced Wednesday, will bring Chanel into a much broader r
- 03
monochrome-watches.com
Industry News – F.P. Journe and Chanel Acquire 95% of EBEL from Movado GroupOct 9, 2026
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In a recent announcement by the Movado Group, Ebel is set to be acquired by a strategic buyer group led by Montres Journe SA , with the participation of Chanel (partial owner of F.P. Journe) and industry veteran and ex-CEO of De Bethune , Pierre Jacques. The latter will serve as Chief Executive Officer of Ebel. The Group of investors have entered into an agreement with the American Movado Group. The transaction is subject to customary adjustments, and a 95% interest in Ebel will be acquired for USD 66.5 million – the Movado Group will retain a 5% stake in the brand. An important name in Swiss watchmaking, Ebel was founded in 1911 in La Chaux-de-Fonds – the company was named after the initials of the founder and his wife , Eugene Blum Et Alice Levy. The brand was remarkably successful in the 1970s and 1980s, in particular under the management of the charismatic Pierre Alain Blum. With its chic quartz watches, the company was still thriving while the quartz crisis hit the industry. Ebel was also manufacturing Cartier watches under licence since the 1970s. But because of unfortunate investments in other industries, Pierre-Alain Blum was forced to sell Ebel to Investcorp in 1994, which in turn sold it to LVMH in 1999. In 2003, the Movado group bought Ebel from the French luxury powerhouse. Two decades later, the brand changes hands again. The news represents an opportunity for the
- 04
wwd.com
Chanel to Open First Wuhan Store at SKPOct 18, 2026
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GRAND ARRIVAL: Two years after SKP entered the Wuhan market with a property that includes an outdoor luxury retail corridor, Chanel has finally unveiled its stand-alone store hoarding, a first for the central China city. According to posts shared by users on Xiaohongshu, the social commerce platform, Chanel ‘s future SKP door will live between Louis Vuitton and Cartier along the SKP K Avenue, a 1.5 kilometer-long pedestrian promenade that will have a total of around 40 stand-alone stores upon completion. The Wuhan store will be the second for Chanel in the central China region. The capital of Hubei province, the historical city of Wuhan is known as “the city of a thousand lakes” and counts a population of more than 13 million. SKP Wuhan will welcome the opening of Celine, Giorgio Armani and Prada, which will coincide with the launch of the WWD x SKP Global Fashion & Beauty Summit on Thursday. SKP Wuhan, the fourth location for the established department store franchise, is located in Wuchang District, a central cultural zone. “Wuhan, a city that has weathered the storms but is still full of positivity and optimism, is a city where its people stick together; it’s a place where people truly enjoy and celebrate life,” SKP said in a statement at the time. As China undergoes a prolonged market reset, luxury players are closing unproductive stores, exploring untapped regional markets
- 05
vogue.com
Dua Lipa Co-Signs Jaunty Hat Fall—in Chanel Couture, of CourseOct 30, 2026
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The forecast for fall? A little more drama up top—so says Dua Lipa, anyway. With temperatures dropping, celebrities are taking their headwear increasingly seriously—or, more accurately, a little less seriously. Beanies and novelty caps, be gone: it’s time for the return of the fabulous, fantastical hat. Dua Lipa is very much getting in on the action. Attending the 2026 WSJ Magazine Innovator Awards at New York’s Museum of Modern Art, Lipa made the case for statement millinery in a look from Matthieu Blazy’s fall 2026 Chanel couture collection. Styled by longtime collaborator Lorenzo Posocco, the singer wore a white and black, heavily textured tweed skirt suit with a straight-cut jacket, decorative jeweled buttons, and black feathery trim at the collar and cuffs. This was paired with the matching knee-length skirt, pointed black pumps, Bulgari diamond earrings, and a delicate layered pearl anklet. The crowning glory was her hat: an extravagant, inky-black asymmetric confection of wispy feathers and spiky embellishments, perched atop her head jauntily. Ladylike, yes. But prim and proper? Not quite. Lipa is, of course, no stranger to some good headwear. Throughout the summer, a baseball cap was practically glued to her head, whether she was enjoying that la vacanza lifestyle or scooting between studio sessions. But as her wardrobe shifts into fall mode, so too does her approach to