Chanel is no stranger to the luxury watch market, but they recently created their first men’s diving watch, the J12 Marine, and tapped surfing legend, Laird Hamilton as it’s spokesman. The choice is unique and fitting, as Hamilton stays out of the spotlight and isn’t exactly a luxury aficionado, but he’s someone who is passionate about ocean conservation and knows quality products.

Hamilton told WWD, “I don’t endorse a lot of product and have never endorsed a watch, and I think that’s what brought me up on Chanel’s radar. A real authentic, masculine timepiece is a departure from the Chanel brand image, and I think they were also looking for a departure in the type of spokesperson they chose.”

Hamilton put the watch to the test in the ocean and said its best attribute is perhaps the most basic: “It stays on my arm. A watch is going to take a beating getting banged around on surfboards and paddles, which is why probably every other watch I’ve ever had I’ve lost.”

It’s great to see Chanel embracing an unlikely, yet well suited spokesman. Bravo Laird!

[Images courtesy WWD and Laird's site]