History of Chanel in Timeline

Chanel is a French luxury fashion house established in 1910 by Coco Chanel in Paris. This privately held company, owned by the Wertheimer brothers, operates under Chanel Limited, which is headquartered in London. Known for its haute couture, ready-to-wear clothes, handbags, perfumes, and cosmetics, Chanel has become a globally recognized symbol of high fashion and timeless elegance.

1901: British Edwardian era began

Around 1901–1919, during the British Edwardian era, hourglass figure fashions contrast with Chanel's later simple-line designs.

1909: Gabrielle Chanel opened a millinery shop

In 1909, Gabrielle Chanel opened a millinery shop at 160 Boulevard Malesherbes, Paris, within Étienne Balsan's flat, providing her with exposure to wealthy clientele.

1910: Boy Capel financed Chanel Modes

In 1910, Boy Capel financed Coco Chanel's first independent millinery shop, Chanel Modes, at 31 Rue Cambon in Paris. The location restricted her to selling only millinery due to an existing dress shop.

1910: Coco Chanel founded the luxury fashion house in Paris

In 1910, Coco Chanel founded the Chanel luxury fashion house in Paris.

1912: The signature shape featured a below-mid-calf-length

In 1912, the signature shape featured a below-mid-calf-length, full-skirt, a narrow waist, and a large bust (stylistically absent since 1912).

1913: Deauville and Biarritz couture shops offered prêt-à-porter sports clothes

In 1913, Coco Chanel's Deauville and Biarritz couture shops began offering prêt-à-porter sports clothes for women, designed for practicality in sports.

1914: The First World War affected European fashion

The First World War (1914-1918) affected European fashion through scarcity of materials and the mobilization of women.

1915: Chanel opened her first Couture House in Biarritz, France

In 1915, Chanel opened her first Couture House in Biarritz, France, employing 300 people and designing her first line of Haute Couture.

1915: La Maison Chanel garments were "on the list of every buyer"

In 1915, Harper's Bazaar magazine reported that the garments of La Maison Chanel were "on the list of every buyer" for the clothing factories of Europe.

1917: Harper's Bazaar reported La Maison Chanel garments were in demand

In 1917, Harper's Bazaar magazine reported that La Maison Chanel garments were "on the list of every buyer" for clothing factories in Europe, highlighting the popularity of day-wear ensembles and black evening dresses.

1918: The First World War affected European fashion

The First World War (1914-1918) affected European fashion through scarcity of materials and the mobilization of women.

1919: British Edwardian era ended

Around 1901–1919, during the British Edwardian era, hourglass figure fashions contrast with Chanel's later simple-line designs.

January 1921: First Use and Commercial Use of No. 5 Perfume

The first use and commercial use of the No. 5 Perfume started on January 1921.

1921: Coco Chanel commissioned Ernest Beaux to create a perfume

In 1921, Coco Chanel commissioned perfumer Ernest Beaux to create a perfume for La Maison Chanel, leading to the creation of the iconic perfume No.5.

1922: La Maison Chanel offered perfume No.5 for sale

In 1922, La Maison Chanel began offering perfume No.5 for sale to the public, due to its popularity as a gift to clients.

1923: Coco Chanel stated that "simplicity is the keynote of all true elegance"

In 1923, Coco Chanel told Harper's Bazaar magazine that design "simplicity is the keynote of all true elegance," explaining the success of her clothes.

November 1924: Trademark Applications Filed

On Tuesday, November 1924, Chanel, Inc. filed trademark applications for the typeset mark Chanel and for the interlocking CC design plus word mark, for perfume, toiletry, and cosmetic products.

1924: Coco Chanel renegotiated her partnership with Parfums Chanel

In 1924, Coco Chanel attempted to renegotiate her 10% partnership with Parfums Chanel, but the lawyer-to-lawyer negotiations failed and the original business deal with Wertheimer and Badel remained unchanged.

1924: Founding of Parfums Chanel

In 1924, Pierre Wertheimer founded Parfums Chanel to produce and sell perfumes and cosmetics, becoming the most profitable division of Chanel S.A.

1924: Pierre Wertheimer renegotiated the contract with Chanel

In May 1947, Pierre Wertheimer renegotiated the 1924 contract with Coco Chanel, paying her $400,000, assigning a 2.0% royalty from No. 5 sales, granting limited commercial rights in Switzerland, and providing a monthly stipend in exchange for closing her Swiss parfumerie and selling full rights to the name "Coco Chanel".

February 1925: Chanel and Double-C Trademarks Awarded

On February 1925, The Chanel and double-C trademarks were awarded to Chanel, Inc.

April 1926: No. 5 Perfume Trademark Application

On Thursday, April 1926, the first trademark application for the No. 5 perfume was filed, described as perfume and toilet water.

July 1926: Registration Granted for No. 5 Perfume Trademark

On July 1926, registration was granted for the No. 5 Perfume Trademark.

November 1932: Debut of 'Bijoux de Diamants' Collection

In November 1932, Chanel 'High Jewellery' was founded and debuted the 'Bijoux de Diamants' collection, the first high-end jewelry collection by a fashion designer, inspired by celestial forms.

1932: Chanel presented an exhibition of jewellery dedicated to the diamond

In 1932, Chanel presented an exhibition of jewellery dedicated to the diamond as a fashion accessory, featuring the Comet and Fountain necklaces of diamonds.

1937: The House of Chanel expanded to design clothes for petite women

By 1937, the House of Chanel had expanded the range of its clothes and presented prêt-à-porter clothes designed and cut for the petite woman.

1939: Coco Chanel closed shop at Maison Chanel due to the Second World War

During the Second World War (1939–45), Coco Chanel closed shop at Maison Chanel – leaving only jewellery and parfumerie for sale – and moved to the Hôtel Ritz Paris.

1939: The New Look was welcomed by the fashion business

In 1947, after the six-year austerities of the Second World War (1939–45), the New Look was welcomed by the fashion business of Western Europe because sales of the pretty clothes would revive business and the economy.

May 1940: Pierre Wertheimer designated Felix Amiot as the "Aryan" proxy

In May 1940, Pierre Wertheimer, anticipating Nazi occupation policies, designated Felix Amiot, a Christian French industrialist, as the "Aryan" proxy to legally control Parfums Chanel.

June 1940: Nazis established a Parisian occupation-headquarters

In June 1940, after conquering France, the Nazis established their Parisian occupation headquarters at the Hôtel Meurice, near the Maison Chanel.

1941: Coco Chanel attempted to assume business control of Parfums Chanel

In 1941, Coco Chanel attempted to assume business control of Parfums Chanel but was blocked by an administrative delegation.

September 1944: Chanel was interrogated for collaboration with the Nazis

In September 1944, Coco Chanel was summoned for interrogation by the Free French Purge Committee, épuration, regarding her collaboration with the Nazis.

May 1947: Pierre Wertheimer renegotiated the contract with Chanel

1947: The New Look was welcomed by the fashion business

1947: Coco Chanel found the fashion business enamoured of the "New Look"

In 1953, upon returning to France from Switzerland, Coco Chanel found the fashion business enamoured of the "New Look" (1947) by Christian Dior.

1953: Chanel collaborated with jeweler Robert Goossens

In 1953, Chanel collaborated with jeweler Robert Goossens to design jewelry to complement Chanel's fashions, including long-strand necklaces of black and white pearls.

1953: Coco Chanel found the fashion business enamoured of the "New Look"

In 1953, upon returning to France from Switzerland, Coco Chanel found the fashion business enamoured of the "New Look" (1947) by Christian Dior.

February 1955: The quilted-leather handbag was presented to the public

In February 1955, the quilted-leather handbag was presented to the public. The internal designation for that model of handbag became "Chanel 2.55".

1955: Introduction of the Chanel 2.55 Handbag

In 1955, the Chanel 2.55 handbag was introduced, revolutionizing women's fashion with its shoulder strap for hands-free use.

1956: One of Pierre Wertheimer's horses won the English Derby

In 1956, one of Pierre Wertheimer's horses won the English Derby, after which Coco Chanel refused to kiss him due to her resentment.

1957: Chanel received the Fashion Oscar at the Fashion Awards in Dallas

In 1957, Chanel and her spring collection received the Fashion Oscar at the Fashion Awards in Dallas. Pierre Wertheimer also increased his stake in Parfums Chanel.

1965: Jacques Wertheimer assumed management of the parfumerie

In 1965, Jacques Wertheimer, Pierre's son, took over his father's management of the parfumerie.

1966: Coco Chanel designed the air hostess uniforms for Olympic Airways

In the (1966–1969) period, Coco Chanel designed the air hostess uniforms for Olympic Airways.

1969: Coco Chanel designed the air hostess uniforms for Olympic Airways

In the (1966–1969) period, Coco Chanel designed the air hostess uniforms for Olympic Airways.

January 1971: Coco Chanel died at the age of 87

Coco Chanel died on January 10, 1971, at the age of 87. She was still designing at the time of her death.

1974: Alain Wertheimer Assumes Control

In 1974, Alain Wertheimer, Jacques Wertheimer's son, took over Chanel S.A.

1974: The House of Chanel launched Cristalle eau de toilette

In 1974, the House of Chanel launched Cristalle eau de toilette, which was designed when Coco Chanel was alive.

1978: Launch of the first prêt-à-porter line and worldwide distribution of accessories

1978 saw the launch of the first non-couture, prêt-à-porter line and worldwide distribution of accessories.

1981: Antaeus Launch

In 1981, Chanel launched Antaeus, an eau de toilette for men.

1983: Karl Lagerfeld Appointed Chief Designer

In 1983, Karl Lagerfeld became Chanel's chief designer, incorporating signature Chanel elements while also modernizing the brand.

1983: Introduction of the 11.12 Handbag

In 1983, Karl Lagerfeld introduced the 11.12 handbag, featuring the iconic double-C logo.

1984: Coco Fragrance Launch

In 1984, Chanel launched a new fragrance in honor of the founder, Coco.

Loading Video...

1986: Deal with Watchmakers

In 1986, the House of Chanel made a deal with watchmakers to produce Chanel branded watches.

1987: Chanel wristwatch division established

In 1987, the Chanel wristwatch division was established.

1987: First Chanel Watch Debut

In 1987, the first Chanel watch was released.

1993: Chanel S.A. re-presented the Comet and Fountain necklaces

In 1993, Chanel S.A. re-presented the Comet and Fountain necklaces of diamonds, which were originally designed in 1932.

1994: Profitability Milestone

In 1994, Chanel achieved a net profit of €67 million on €570 million in ready-to-wear clothes sales, becoming the most profitable French fashion house.

1995: Presentation of the Matelassé wristwatch

In 1995, Chanel's wristwatch division presented the Matelassé, its second wristwatch design.

1996: Acquisition of Holland & Holland and Eres, and Allure perfume launch

In 1996, Chanel acquired gun-makers Holland & Holland and swimwear label Eres, and launched the perfumes Allure.

1997: Establishment of Paraffection subsidiary

In 1997, Chanel established Paraffection, a subsidiary company to support artisanal manufacturing, gathering together Ateliers d'Art or workshops.

1998: Allure Homme Launch

In 1998, Chanel launched the fragrance Allure Homme.

1999: Précision Skincare and Travel Collection Launch

In 1999, Chanel launched its first skin care line, Précision, and a travel collection, along with a line of sunglasses and eyeglass frames under license with Luxottica.

2000: Launch of the J12 Unisex Watch

In 2000, Chanel launched its first unisex watch, the J12.

2000: Presentation of the Chanel J12 wristwatch line

In 2000, Chanel presented the Chanel J12 line of unisex style wristwatches, made of ceramic materials, establishing Chanel wristwatches as a Chanel marque.

2001: Acquisition of Bell & Ross and Boutique Expansion

In 2001, Chanel acquired watchmaker Bell & Ross and opened accessory-only boutiques in the United States, also introducing a small menswear collection.

July 2002: Jewelry and Watch Outlet Opening

In July 2002, Chanel opened a jewelry and watch outlet on Madison Avenue.

December 2002: Boutique Expansion in the U.S.

By December 2002, Chanel operated 25 U.S. boutiques, including a new shoe/handbag boutique on Madison Avenue.

2002: Launch of Chance perfume and Paraffection subsidiary

In 2002, Chanel launched the Chance perfume and consolidated artisanal workshops under the Paraffection subsidiary. Karl Lagerfeld designed a prêt-à-porter collection.

2003: Coco Mademoiselle Introduction and Global Expansion

In 2003, Chanel introduced Coco Mademoiselle, targeting younger women, opened a second shop on Rue Cambon, opened a boutique in Hong Kong, and invested in a building in Tokyo.

2005: Coco Chanel Exhibit at The Metropolitan Museum of Art

In 2005, The Metropolitan Museum of Art held an exhibit chronicling Coco Chanel's designs dating back to the 1920s.

2007: Maureen Chiquet Appointed CEO

In 2007, Maureen Chiquet was appointed as the CEO of Chanel.

2008: Development of the ceramic Chanel AP-3125 clockwork

In 2008, Chanel S.A. and Audemars Piguet developed the ceramic Chanel AP-3125 clockwork, exclusive to the House of Chanel.

2011: Fondation Chanel Founded

In 2011, Fondation Chanel, the philanthropic arm of the house, was founded to promote healthcare advocacy, address gender-based violence, and accelerate economic agency and empowerment.

2012: 80th Anniversary of 'Bijoux de Diamants'

In 2012, Chanel created a special collection to celebrate the 80th anniversary of 'Bijoux de Diamants'.

2015: Purchase of Retail Space on Rodeo Drive

In 2015, Chanel paid a record $152 million for retail space on 400 North Rodeo Drive in Beverly Hills.

2016: Maureen Chiquet's Termination as CEO

In 2016, Maureen Chiquet was terminated from her position as CEO of Chanel.

2018: Chanel Limited established in London

In 2018, Alain and Gérard Wertheimer established Chanel Limited, the holding company, headquartered in London.

2018: Chanel acquired Orlebar Brown

In 2018, Chanel acquired clothing brand Orlebar Brown, a brand specializing in tailored men's swim shorts.

2018: Headquarters Relocation and Fur Ban

In 2018, Chanel announced the relocation of its global headquarters to London and banned fur and exotic skins from its collections.

2018: Lawsuit Against The RealReal

In 2018, Chanel filed a lawsuit against The RealReal, alleging the sale of counterfeit Chanel products and implying an affiliation between the two companies.

2018: Paris–Hamburg 2017–2018

In 2018, the event Paris–Hamburg 2017–2018 occurred.

February 2019: Death of Karl Lagerfeld and Appointment of Virginie Viard

In February 2019, Karl Lagerfeld passed away, and Virginie Viard was named the new Creative Director of Chanel.

October 1, 2020: Gabrielle Chanel Exhibition at Palais Galliera

On October 1, 2020, the Palais Galliera featured a retrospective, Gabrielle Chanel. Fashion Manifesto.

October 2020: Purchase of Bond Street Boutique

In October 2020, Chanel bought its flagship Bond Street boutique in London for £310 million.

June 2021: Investment in Landscape Resilience Fund

In June 2021, Chanel announced an anchor investment in the Landscape Resilience Fund, contributing $25 million to farmers facing climate change impacts.

August 17, 2021: End of Gabrielle Chanel Exhibition at Palais Galliera

On August 17, 2021, the Gabrielle Chanel. Fashion Manifesto exhibition concluded at Palais Galliera.

December 3, 2021: Gabrielle Chanel Exhibition at Mitsubishi Ichigokan Museum

On December 3, 2021, the Gabrielle Chanel. Fashion Manifesto exhibition opened at Mitsubishi Ichigokan Museum in Tokyo.

December 2021: Leena Nair Appointed Global CEO

In December 2021, Leena Nair was appointed as the Global Chief Executive Officer of Chanel.

April 25, 2022: End of Gabrielle Chanel Exhibition at Mitsubishi Ichigokan Museum

On April 25, 2022, the Gabrielle Chanel. Fashion Manifesto exhibition concluded at Mitsubishi Ichigokan Museum in Tokyo.

October 11, 2022: Picasso-Chanel Exhibition at ThyssenBornemisza National Museum

On October 11, 2022, the ThyssenBornemisza National Museum in Madrid opened an exhibition exploring the relationship between Pablo Picasso and Gabrielle Chanel.

2022: Donation to Ukraine

In 2022, Chanel donated €2 million to Care and UNHCR to support Ukraine during the Russian invasion.

2022: No.1 de Chanel Launch

In 2022, Chanel launched the No.1 de Chanel beauty and fragrance line, featuring 97% naturally derived ingredients and eco-conscious packaging.

January 15, 2023: End of Picasso-Chanel Exhibition at ThyssenBornemisza National Museum

On January 15, 2023, the exhibition exploring the relationship between Pablo Picasso and Gabrielle Chanel concluded at the ThyssenBornemisza National Museum in Madrid.

September 16, 2023: Gabrielle Chanel Exhibition at Victoria & Albert Museum

On September 16, 2023, the Gabrielle Chanel. Fashion Manifesto exhibition debuted at London's Victoria & Albert Museum.

January 2024: Traceability Alliance for Sustainable Cosmetics

In January 2024, Chanel launched an initiative with a consortium of 15 cosmetics manufacturers, called the Traceability Alliance for Sustainable Cosmetics to catalyze traceability in the cosmetics sector.