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Photograph: Courtesy Chanel

Meet Chanel’s handsomely chic BOY•FRIEND at the brand’s three-day pop-up

Immerse yourself in the love story between a daringly curious woman and her masculine-inspired timepiece

Time Out New York in association with Chanel

Chanel has created the impossible—a boyfriend that’s always on time. And you can feast your eyes on the BOY•FRIEND, an alluring menswear-inspired timepiece, in person at the French luxury brand’s three-day pop-up in the Meatpacking District starting on Friday, September 11.
Inside the immersive storefront, a giant virtual diary will display a tale as old as time: the love story between a daringly curious woman and her watch. The sensory experience will allow guests to explore the world of the BOY•FRIEND, and will leave every woman that beholds the accessory irrevocably smitten.
It’s evident that the watch is representative of Gabrielle “Coco” Chanel. Her impeccable designs and classic fragrances are universally known for embodying a woman’s spirit, but perhaps what made Coco’s style so iconic was her audacious penchant for borrowing from the boys, and the BOY•FRIEND certainly upholds tradition.

Both contemporary and timeless, Chanel takes its first feminine time teller, the Première, into masculine territory. The watch's sleek octagon shape—a handsomely chic silhouette, which Mademoiselle Chanel would certainly approve—is inspired by the bottle cap of the infamous Chanel No.5 perfume in the shape of Paris’s Place Vendôme.
The luxurious piece comes in two sizes: medium (34.60mm by 26.70mm) and large (37mm by 28.60mm). And there are six different variations, including 18-carat beige gold (with or without diamonds) and 18-carat white gold set with diamonds retailing from $12,500 to $27,000. But, of course, you can’t put a price on true love.
Chanel pop-up, 446 W 14th St (800-550-0005, Sept 11–13 11am–8pm.

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