Chanel invests in Kross Manufacture
Chanel is diversifying its watchmaking portfolio by investing in Kross Manufacture, acquiring a 30% stake in the brand. This move comes as luxury conglomerates face challenges, and Chanel seeks to enhance its high-end watch offerings beyond its existing J12 line. Kross Manufacture, known for its unique designs inspired by pop culture, has capabilities in precision manufacturing that align with Chanel's objectives to advance its watchmaking expertise. The investment allows Kross to develop its manufacturing capabilities while providing Chanel with access to specialized production resources. Unlike previous investments in independent brands like F.P. Journe and MB&F, which focus on financial support, the partnership with Kross is expected to foster deeper collaboration in manufacturing processes. This strategic move positions Chanel to strengthen its high-end horology efforts and reduce reliance on third-party movement providers, enhancing its overall watchmaking capabilities.
