Chanel to Sponsor Oxford-Cambridge Boat Race
“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,”
Siobhan Cassidy, chairwoman of the Boat Race Company.
One of the oldest and most recognised sporting events in the British calendar, The Boat Race has announced its first-ever official timekeeper, sponsor, and principal partner: Chanel.
Marking the event’s 200th anniversary, the race will be renamed the Chanel J12 Boat Race, after one of Chanel's high-end watches. This sponsorship is a new venture for the iconic fashion house, which has traditionally been associated with jewellery and the arts. However, it may represent a return to the brand’s roots, as Coco Chanel herself was an avid tennis player and designed sportswear as early as the 1920s.
With a focus on promoting their line of watches, Chanel’s move allows them to reach an international audience while aligning with the heritage and prestige of The Boat Race.
As fashion houses increasingly align with sporting events - such as LVMH’s partnerships with sports like Formula 1, sailing, and this year’s Paris Olympics - Chanel’s sponsorship strengthens this trend. By capturing an affluent audience who want to associate with brands that embody both adventure and elegance, it’s likely that many other players in the fashion industry will follow suit.
Last Thursday, on a crisp autumn morning, we gathered in Berkeley Square for our annual visit to PAD London, one of our favourite highlights in the design calendar. The fair brings together leading designers, collectors, and curators, and it never fails to leave us feeling inspired. Surrounded by remarkable works and many familiar faces from the design world, we spent the day admiring beautiful pieces and noting a few special finds along the way. Here, we share what caught our eye and why we loved it.
Last Thursday, on a crisp autumn morning, we gathered in Berkeley Square for our annual visit to PAD London, one of our favourite highlights in the design calendar. The fair brings together leading designers, collectors, and curators, and it never fails to leave us feeling inspired. Surrounded by remarkable works and many familiar faces from the design world, we spent the day admiring beautiful pieces and noting a few special finds along the way. Here, we share what caught our eye and why we loved it.
After a busy summer, we turn our attention back to the UK ultra-prime property market to find out how Jo Eccles, Founder and Managing Director of prime central London buying agency Eccord, is helping her clients to make the best investments.
After a busy summer, we turn our attention back to the UK ultra-prime property market to find out how Jo Eccles, Founder and Managing Director of prime central London buying agency Eccord, is helping her clients to make the best investments.
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As Christmas approaches, London’s streets come alive with festive displays, offering brands the opportunity to showcase their unique take on seasonal magic. Beyond the decorations, our city’s cultural calendar also has much to offer, with exhibitions, performances, and celebrations adding to the atmosphere. From iconic collaborations to immersive exhibitions, there’s no shortage of inspiration. In this edition of OBS Musings, we’ve rounded up some of the stories that have caught our attention, hoping to spark your imagination this December.