Chanel has introduced one of its most ambitious creations at the intersection of watchmaking and design. Unveiled at Watches and Wonders 2026, the Coco Game chess set transforms a classic board game into a collectible luxury object.
Valued at approximately $4 million, this is far more than a chessboard. Crafted from gold, ceramic, and diamonds, the piece stands as a design statement where Chanel’s iconic codes are reinterpreted in a playable form.
It also represents a rare convergence of watchmaking, jewelry, and object design on a single surface.
9,000 Diamonds and the Codes of Chanel
The set features over 9,000 diamonds. The black obsidian board is framed by 516 brilliant-cut stones, creating a luminous boundary around the playing surface.
Each of the 32 pieces represents a symbol from the Chanel universe:
- The Vendôme column
- A mannequin bust
- The lion motif
- Fashion silhouettes
This approach transforms chess from a strategic game into an extension of the brand’s visual language.
Hidden Watches Inside the Chess Pieces
The most striking detail lies within the pieces themselves. The queen figures represent Gabrielle “Coco” Chanel and each contains a hidden timepiece.
Crafted in 18K white gold and set with 193 diamonds, these pieces go beyond the board. The watches can be removed and worn as necklaces.
This design reflects Chanel’s ability to transform objects into wearable experiences.
Where Watchmaking Meets Game Culture
The project was designed by Arnaud Chastaingt, director of Chanel’s Watchmaking Creation Studio. The broader Coco Game collection draws inspiration from the world of games, yet the chess set stands as its defining centerpiece.
The collection includes 14 designs in total, ranging from ring watches to necklace timepieces and typographic bracelet concepts.
Still, the chess set remains the most complete expression of this concept.
Not a Game, But a Collectible Object
Chanel is not redefining chess. It is repositioning it.
While the set is technically playable, its real value lies in its identity as a collectible object. Much like haute horlogerie pieces, it is not measured by function, but by meaning.
Here, the focus is not on the moves, but on the object itself.
VOGGIA Perspective
Luxury is no longer just about function. It is about narrative, symbolism, and experience.
This Chanel chess set represents the point where watchmaking and jewelry intersect with cultural storytelling. It is not simply a product, but an object through which the brand rewrites its own codes.
For VOGGIA, projects like this clearly signal the direction of luxury: less about use, more about meaning.
