Well, here’s something you don’t see every day—CHANEL, the epitome of luxury and style, is now the official Title Sponsor and Timekeeping Partner of one of the UK’s most iconic sporting events.
That’s right, from 2025, The Boat Race will be known as The CHANEL J12 Boat Race. A bit of fashion flair to the age-old rivalry between Oxford and Cambridge? Yes, please.
Now, if you’re not familiar with The Boat Race, let me catch you up. This thing goes back nearly 200 years to 1829. It’s not just a race, it’s a tradition.
Two teams, the best rowers from Oxford and Cambridge, go head-to-head every spring on the River Thames, racing the 4.25-mile Championship Course from Putney to Mortlake.
Picture it: 250,000 spectators packed along the riverbank, millions more watching on TV, cheering on their favourite ‘Blues’ team. It’s like the Champions League final, but British and on water.
But let’s talk about what makes this partnership really interesting. CHANEL, known for its timeless style and precision, is a brand that’s always had a connection with sport, thanks to its founder Gabrielle Chanel.
She was a trailblazer, using fabrics like jersey and tweed (then typically worn by men) to design clothes that gave women the freedom to move—whether they were riding horses or simply choosing how to dress.
That spirit of breaking the mould still runs through the brand today, and it’s one of the reasons why this partnership with The Boat Race just clicks.
Frédéric Grangié, the President of CHANEL Watches & Fine Jewellery, sums it up perfectly: “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.
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.”
It’s all about precision, whether you’re in a rowing boat or making a watch like CHANEL’s J12.
Speaking of the J12, CHANEL isn’t just lending their name to the race; they’re also bringing their expertise in timekeeping to the event. The J12 watch, crafted in Switzerland with movements made by the Swiss Manufacture Kenissi, co-owned by CHANEL, will be keeping track of every second. Not bad for a watch originally inspired by racing yachts.
Siobhan Cassidy, Chair of The Boat Race Company Ltd, couldn’t be more excited about the partnership. 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 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.” she says.
What This Partnership Brings to The Boat Race
This partnership really brings together the best of both worlds—CHANEL’s high-end craftsmanship and the gritty tradition of a nearly 200-year-old race. It’s not every day you see such a classy brand dive into the heart of one of Britain’s most iconic sporting events.
So, what’s coming up for The Boat Race? It’s about to get a fantastic style boost! But it’s not just about looking great; this partnership really shines a light on what both CHANEL and The Boat Race value—excellence, precision, and teamwork.
It’s all about showcasing those important qualities while having a bit of fun along the way! This partnership perfectly blends luxury and tradition, and we can’t wait to see how it unfolds. It’s an exciting fusion that everyone can get behind!
Let’s be real—CHANEL isn’t just here to put their name on a trophy and call it a day. They’re stepping in to add their unique flair and prestige to this historic event.
It’s like bringing together the best of both worlds—luxury and tradition—into something really special.