History of Chanel in Timeline

Chanel is a French luxury fashion house established in 1910 by Coco Chanel in Paris. The company is currently privately owned by the Wertheimer brothers, Alain and Gérard, through their holding company, Chanel Limited, headquartered in London. Chanel is known for its high-end fashion, accessories, fragrances, and cosmetics, becoming a globally recognized symbol of elegance and sophistication.

1901: Start of the British Edwardian era

In 1901, the start of the British Edwardian era occurred.

1909: Gabrielle Chanel opened a millinery shop

In 1909, Gabrielle Chanel opened a millinery shop at 160 Boulevard Malesherbes, on the ground floor of Étienne Balsan's Parisian flat, where she met fashionable women.

1910: Chanel Modes opens

In 1910, Boy Capel financed Chanel's first independent millinery shop, Chanel Modes, at 31 Rue Cambon in Paris.

1910: Coco Chanel founded Chanel in Paris

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

1912: A signature shape that featured a below-mid-calf-length, full-skirt, a narrow waist, and a large bust

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

1913: Coco Chanel offers prêt-à-porter sports clothes

In 1913, the Deauville and Biarritz couture shops of Coco Chanel offered prêt-à-porter sports clothes for women, featuring practical designs.

1914: Chanel opened a large dress shop

In 1914, Chanel opened a large dress shop at 31 Rue Cambon, near the Hôtel Ritz, in Paris, selling flannel blazers, straight-line skirts, sailor blouses, long sweaters, and skirt-and-jacket suits.

1914: End of the Belle Époque of France

In 1914, the end of the Belle Époque of France occurred. The simple-line, 'flat-chested' fashions Chanel couture made popular were opposite of the hourglass figure fashions of the late 19th century.

1915: Chanel designs known throughout France

By 1915, Chanel's designs and clothes were known throughout France, influenced by military uniforms due to the First World War. Chanel also opened her first Couture House in Biarritz, France, with 300 employees and designed her first line of Haute Couture.

1915: La Maison Chanel garments sought after

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

1915: Exhibition Time Period

The exhibition at the ThyssenBornemisza National Museum in Madrid explores the relationship and reciprocal influence between Pablo Picasso and Gabrielle Chanel spanning their works between 1915 and 1925.

1917: Harper's Bazaar reported on garments of La Maison Chanel

In 1917, 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. The Chanel dress shop at 31 Rue Cambon presented day-wear dress-and-coat ensembles of simple design, and black evening dresses trimmed with lace; and tulle-fabric dresses decorated with jet, a minor gemstone material.

1918: End of the First World War affected European fashion

In 1918, the end of the First World War affected European fashion through material scarcity and women's mobilization.

1919: End of the British Edwardian era

In 1919, the end of the British Edwardian era occurred.

January 1921: First commercial use of No. 5 perfume

First use and commercial use of No. 5 perfume was stated as 1 January 1921.

1921: Coco Chanel commissioned the perfume No.5

In 1921, Coco Chanel commissioned perfumer Ernest Beaux to create a perfume for La Maison Chanel. The perfumes included the perfume No.5, named after the number of the sample Chanel liked best.

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

In 1922, La Maison Chanel offered perfume No.5 for sale, after its popularity as a gift to clients.

1923: Coco Chanel comments on design simplicity

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

November 1924: Chanel files trademark applications

On Tuesday, 18 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: Partnership between Coco Chanel and the Parfums Chanel company

In 1924, Gabrielle Chanel entered a 10-per-cent partnership with the Parfums Chanel company.

1924: Coco Chanel renegotiates partnership with Parfums Chanel

In 1924, Gabrielle Chanel hired an attorney to renegotiate her 10-percent partnership with the Parfums Chanel company, but the negotiations failed.

1924: Founding of Parfums Chanel

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

February 1925: Chanel and double-C trademarks awarded

On the same date of 24 February 1925, Chanel was awarded Chanel and double-C trademarks.

1925: Exhibition Time Period

April 1926: Trademark application for No. 5 perfume

On Thursday, 1 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

On 20 July 1926 registration was granted for No. 5 perfume.

November 1932: Founding of Chanel 'High Jewellery'

In November 1932, Chanel 'High Jewellery' was founded, and Chanel debuted 'Bijoux de Diamants' at her Faubourg Saint-Honoré, Paris mansion.

1932: Chanel presents diamond jewelry exhibition

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

1937: The House of Chanel expands the range of its clothes

In 1937, the House of Chanel expanded its clothes range to more women and presented prêt-à-porter clothes designed and cut for the petite woman.

1939: Second World War

In 1939, the Second World War started.

1939: Start of the Second World War

In 1939, the Second World War started. Coco Chanel closed shop at Maison Chanel, leaving only jewelry and parfumerie for sale.

May 1940: Pierre Wertheimer designated Felix Amiot as 'Aryan' proxy

In May 1940, Pierre Wertheimer, foreseeing Nazi occupation policies, designated Felix Amiot as the 'Aryan' proxy to control Parfums Chanel.

June 1940: Nazis occupied France

In June 1940, the Nazis conquered France and established their Parisian headquarters in the Hôtel Meurice.

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 disallowed due to Nazi occupation policy.

September 1944: Coco Chanel summoned for interrogation

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

May 1947: Pierre Wertheimer settled business quarrel with Chanel

In May 1947, Pierre Wertheimer settled his business quarrel with Chanel by renegotiating the 1924 contract. Chanel was paid $400,000, assigned a 2.0% royalty from No. 5 sales, and granted a monthly stipend. In exchange, she closed her Swiss parfumerie enterprise and sold the full rights to the name "Coco Chanel".

1947: The New Look welcomed by the fashion business of Western Europe

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

1947: Fashion business enamoured of the New Look

In 1947, the fashion business of Western Europe was enamoured of the "New Look", by Christian Dior.

1953: Chanel collaborated with jeweler Robert Goossens

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

1953: Coco Chanel returned to France

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: Quilted-leather handbag was presented to the public

In February 1955, the quilted-leather handbag was presented to the public. In-house, the numeric version of the launching date "Chanel 2.55" for that line of handbags became the internal "appellation" for that model of the quilted-leather handbag.

1955: Introduction of the Chanel 2.55 Handbag

In 1955, the Chanel 2.55 handbag revolutionized women's fashion with the incorporation of a shoulder strap.

1956: Pierre Wertheimer's horse won the English Derby

In 1956, Pierre Wertheimer's horse won the English Derby. He rushed to Coco, expecting congratulations and praise, but she refused to kiss him. She resented him, you see, all her life.

1957: Chanel received Fashion Oscar

In 1957, Chanel and her spring collection received the Fashion Oscar at the Fashion Awards in Dallas. Also, Pierre Wertheimer bought Bader's 20 per cent share of the Parfums Chanel, which increased the Wertheimer percentage to 90 per cent.

1965: Jacques Wertheimer assumed management of Parfums Chanel

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

1966: Coco Chanel designed air hostess uniforms for Olympic Airways

From 1966 to 1969, Coco Chanel designed the air hostess uniforms for Olympic Airways, which was then a luxury airline owned by Aristotle Onassis.

1969: Coco Chanel designed air hostess uniforms for Olympic Airways

From 1966 to 1969, Coco Chanel designed the air hostess uniforms for Olympic Airways, which was then a luxury airline owned by Aristotle Onassis.

January 1971: Death of Coco Chanel

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 of Chanel S.A.

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

1974: 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

In 1978, the House of Chanel launched the first non-couture, prêt-à-porter line and worldwide distribution of accessories.

1981: Chanel launches Antaeus

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

1983: Karl Lagerfeld becomes chief designer for Chanel

In 1983, Karl Lagerfeld became the chief designer for Chanel, incorporating Chanel's signature fabrics and detailing 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: Launch of Coco fragrance

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

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1986: Deal with watchmakers

In 1986, the House of Chanel struck a deal with watchmakers.

1987: Chanel wristwatch division established

In 1987, the Chanel wristwatch division was established, marking Chanel's venture into the world of horology.

1987: Debut of the first Chanel watch

In 1987, the first Chanel watch debuted after the House of Chanel made a deal with watchmakers.

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

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

1994: Chanel's Net Profit

In 1994, Chanel had a net profit equivalent to €67 million on the sale of €570 million in ready-to-wear clothes.

1995: Presentation of the Matelassé wristwatch

In 1995, Chanel's wristwatch division introduced the Matelassé, their second wristwatch design.

1996: Chanel buys Holland & Holland and Eres; launches Allure perfume

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

1998: Launch of Allure Homme

In 1998, Chanel launched Allure Homme.

1999: Launch of Précision skincare line and travel collection

In 1999, The House of Chanel launched its first skin care line, Précision, and also launched a travel collection. Furthermore, under a license contract with Luxottica, Chanel introduced a line of sunglasses and eyeglass frames.

2000: Launch of the J12 unisex watch

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

2000: Introduction of the Chanel J12 wristwatch line

In 2000, Chanel launched the J12 line of unisex wristwatches made of ceramic materials. This established Chanel wristwatches as a Chanel marque. The J12 line features models in four dial-face sizes: 33mm, 38mm, 41mm, and 42mm.

2001: Chanel acquires Bell & Ross and expands into accessories and menswear

In 2001, Chanel acquired watchmaker Bell & Ross. Chanel boutiques offering only accessories were opened in the United States, and a small selection of menswear was introduced as part of their runway shows.

July 2002: Jewelry and watch outlet opening

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

December 2002: Expansion in the United States

By December 2002, Chanel operated 25 U.S. boutiques. Within months of the jewelry and watch outlet opening, a shoe and handbag boutique opened next door.

2002: Chanel launches Chance perfume and Paraffection

In 2002, Chanel launched the Chance perfume and Paraffection, a subsidiary company established in 1997 to support artisanal manufacturing, gathering Ateliers d'Art or workshops.

2003: Chanel Introduces Coco Mademoiselle and Expands Globally

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

2005: Metropolitan Museum of Art Honors Chanel

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

2007: Maureen Chiquet Appointed CEO

In 2007, Maureen Chiquet was appointed CEO of Chanel.

2008: Development of the Chanel AP-3125 clockwork

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

2011: Fondation Chanel founded

In 2011, Fondation Chanel, the philanthropic arm of the house, was founded.

2012: Creation of special collection for Diamants' 80th anniversary

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

2015: Purchase of retail space in Beverly Hills

In 2015, Chanel paid a record $152 million for 400 North Rodeo Drive in Beverly Hills, the most expensive amount paid for retail space in Los Angeles.

2016: Termination of Maureen Chiquet as CEO

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

2018: Chanel Limited established

In 2018, Chanel Limited, a holding company, was established and headquartered in London. It is privately owned by French brothers, Alain and Gérard Wertheimer.

2018: Chanel relocates headquarters and bans fur and exotic skins

In 2018, Chanel announced the relocation of its global headquarters to London. In December of the same year, Chanel announced that it would ban fur and exotic skins from its collections.

2018: Chanel acquired Orlebar Brown

In 2018, Chanel expanded its portfolio by acquiring Orlebar Brown, a clothing brand known for its tailored men's swim shorts.

2018: Chanel Sues The RealReal

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

2018: Paris–Hamburg 2017–2018

In 2018, Paris–Hamburg 2017–2018.

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

In February 2019, Karl Lagerfeld died at age 85 and Virginie Viard, who had worked with Lagerfeld for over 30 years, was named the new Creative Director.

October 1, 2020: Premiere of Gabrielle Chanel. Fashion Manifesto exhibition

On October 1, 2020, the Palais Galliera premiered a retrospective exhibition titled 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.

August 17, 2021: End of Gabrielle Chanel. Fashion Manifesto exhibition

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

December 3, 2021: Gabrielle Chanel. Fashion Manifesto in Melbourne

On December 3, 2021, the Gabrielle Chanel. Fashion Manifesto exhibition travelled to National Gallery of Victoria in Melbourne.

December 2021: Leena Nair Appointed Global Chief Executive Officer

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

April 25, 2022: End of Gabrielle Chanel. Fashion Manifesto exhibition in Melbourne

On April 25, 2022, the Gabrielle Chanel. Fashion Manifesto exhibition closed at National Gallery of Victoria in Melbourne.

October 11, 2022: Exhibition exploring the relationship between Pablo Picasso and Gabrielle Chanel

On October 11, 2022, the ThyssenBornemisza National Museum in Madrid started a four-part exhibition exploring the relationship and reciprocal influence between Pablo Picasso and Gabrielle Chanel.

2022: Chanel Donates to Ukraine

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

2022: Launch of No.1 de Chanel line

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: Closure of exhibition exploring the relationship between Pablo Picasso and Gabrielle Chanel

On January 15, 2023, the four-part exhibition exploring the relationship and reciprocal influence between Pablo Picasso and Gabrielle Chanel closed at the ThyssenBornemisza National Museum in Madrid.

September 16, 2023: Debut of Gabrielle Chanel. Fashion Manifesto at London's Victoria & Albert Museum

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

January 2024: Chanel Launches 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.

February 2024: Chanel Opens Flagship Store on Fifth Avenue

In February 2024, Chanel opened its U.S. flagship store dedicated to watches and fine jewellery on Fifth Avenue in Midtown Manhattan, New York City.

June 2024: Viard departs from Chanel

In June 2024, Virginie Viard departed the brand after having worked with Lagerfeld at the fashion house for over 30 years and being appointed Creative Director.

December 2024: Matthieu Blazy appointed the next Artistic Director of Chanel

In December 2024, Matthieu Blazy was appointed the next Artistic Director of Chanel.

2024: Chanel holds stakes in MB&F, F. P. Journe and Romain Gauthier

As of 2024, Chanel holds 25% stake in MB&F, 20% in F. P. Journe and undisclosed stake in Romain Gauthier.

2025: Transition to 100% renewable electricity

Chanel pledges to transition to 100% renewable electricity by 2025 as part of the Chanel Mission 1.5 Climate Action Plan.

2030: Carbon Footprint Reduction Goals

Chanel aims to reduce its carbon footprint by 50% and reduce its emissions from value chain by 40% by 2030.

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