Stop searching because Chanel has found your perfect boyfriend

Chanel is no stranger to borrowing from the boys. In fact, the house was founded on Coco Chanel’s appropriation of sporty fabrics and man-style tailoring.

Mademoiselle Coco’s spirit lives on in the recent launch of the Boy.Friend watch, which is inspired by classic masculine codes but designed for women. 

In Chanel’s words, this watch is “handsome, chic, large and not at all pretentious”. It is “perfect with jeans, great with a jacket, and just sublime with an evening outfit.”

There are six styles available, including a black alligator strap and beige gold bezel model, and luxurious white-gold model set with brilliant-cut diamonds. As with all good things, you’ll have to be prepared to wait; the Boy.Friend doesn’t hit stores until September.

Back in 2000, Chanel launched the J12, a men’s watch that women couldn’t get enough of, so this time around we predict a role reversal.

To unveil the watch, Chanel has launched the hashtag #meetmyboyfriend and released stunning imagery of model Sam Rollinson.