Why Chanel’s Première Sound sets a new luxury standard

Chanel’s Première Sound, a harmonious blend of haute horology, fine jewelry, and cutting-edge audio technology, is making waves in the luxury industry. As someone immersed in the DNA of luxury brands, I can’t help but admire this bold move. It’s time to listen closely to what this innovation means for the future of luxury. Music has become an integral part of our lives, whether at home or on the go. Right now, I’m listening to a playlist on my Bang & Olufsen speakers. When traveling for client meetings or a masterclass, my Master & Dynamic MW09 earphones immerse me in music. No drive is complete without music accompanying me. With increasingly dynamic and nomadic lifestyles, the market for luxury headphones and earphones is booming. However, most products, while varying in sound and design, share a common ethos. Chanel’s Première Sound breaks this mold, offering something entirely new — a fine jewelry necklace, iconic watch, and luxury earphones in one. This contemporary masterpiece blends fine jewelry, watchmaking, and incredible sound, embodying Gabrielle Chanel's visionary declaration: "I want to be part of what is to come." Heritage and innovation Chanel continues to shape the future of luxury. Arnaud Chastaingt, Director of the Chanel Watchmaking Creation Studio, perfectly captures Gabrielle Chanel's forward-thinking ethos in the Première Sound. This statement piece marries Chanel's iconic design with cutting-edge audio technology, in collaboration with Master & Dynamic, the New York-based maker of premium audio products. Jonathan Levine, CEO of Master & Dynamic, explained, “At Master & Dynamic, we blend exceptional sound quality with innovative design. The Première Sound celebrates the legacy of Chanel’s original Première while offering a first-of-its-kind audio experience. This collaboration merges Chanel's elegance with the emotional power of music.” This partnership points to a new trend in luxury collaborations—brands utilizing each other’s strengths to create something exceptional. The piece, featuring a sautoir necklace, watch, and wired headphones, connects Chanel’s rich heritage with the present, redefining category boundaries. The Première watch, launched in 1987, has long embodied Chanel's spirit of freedom and audacity. The octagonal case, inspired by the No. 5 perfume bottle, and the flexible bracelet, reminiscent of Chanel’s iconic handbag straps, capture the brand’s timeless design. The Première Sound propels this essence into the digital age, preserving its "jewelry watch" roots while embracing modernity. Luxury meets functionality What sets the Première Sound apart is the seamless integration of high-end jewelry with practical functionality. The necklace connects effortlessly to smartphones or any audio device, featuring a microphone and remote control to adjust volume, control playback, and receive calls. Chanel ensures elegance and utility in one package With state-of-the-art audio technology, the Première Sound offers an immersive listening experience, complete with passive sound insulation that cancels external noise. Whether navigating city streets or attending events, wearers enjoy pristine audio quality. Chanel’s move into tech-integrated jewelry positions the brand at the forefront of luxury wearables. By opting for wired headphones, Chanel taps into the retro tech aesthetics embraced by Gen Z, particularly through the viral @wireditgirls trend. This style, championed by stars like Bella Hadid and Zoë Kravitz, blends ‘90s nostalgia with modern practicality. Chanel’s decision aligns with this cultural current while maintaining timeless elegance. Wired technology, unlike wireless, avoids rapid obsolescence, adding another layer of longevity to the piece. Redefining luxury In luxury, true innovation reveals something unseen — or in this case, unheard — before. Chanel’s Première Sound challenges the traditional notions of luxury accessories by blending elegance with technological mastery. It captures the essence of modern life, beyond keeping time or listening to music — it's about being in tune with the world. This creation reflects that luxury is about more than functionality — it’s about sparking imagination. The Première Sound is not just a product, but a philosophy that honors Chanel’s history while pushing boundaries. Chanel’s launch campaign, featuring ambassador Lily-Rose Depp, perfectly captures this modern luxury vision. By showcasing the Première Sound in both Coco Chanel’s iconic apartment and the streets of Paris, the campaign connects Chanel’s heritage with contemporary urban life. The inclusion of Blackpink’s Jennie amplifies its appeal to a younger, global luxury audience, tapping into the cultural force of K-pop. In a world where luxury brands often struggle to balance tradition and innovation, Chanel’s partnership with Master & Dynamic stands out. It’s a masterclass in brand identity, showing what’s possible when companies understand their essence and aren’t afraid to reimagine it for new generations. This collaboration also highlights the shifting behaviors of luxury consumers, particularly younger ones who value both heritage and technological integration. Brands willing to embrace this duality, harmonizing tradition with the rhythm of the future, are the ones shaping the luxury industry’s new soundtrack. Innovation is on repeat — are you ready to listen? This is an opinion piece by Daniel Langer, CEO of Équité, recognized as one of the “Global Top Five Luxury Key Opinion Leaders to Watch.” He serves as an executive professor of luxury strategy and pricing at Pepperdine University in Malibu and as a professor of luxury at NYU, New York. Daniel has authored best-selling books on luxury management in English and Chinese, and is a respected global keynote speaker. Daniel conducts masterclasses on various luxury topics across the world. As a luxury expert featured on Bloomberg TV, Forbes, The Economist, and others; Daniel holds an MBA and a Ph.D. in luxury management, and has received education from Harvard Business School. Sign up for his masterclasses at the Jing Academy. Follow him: LinkedIn and Instagram. All opinions expressed in the column are his own and do not reflect the official position of Jing Daily.

Sectors

Insights

Company

Why Chanel’s Première Sound sets a new luxury standard