A process of depositing a coating onto a substrate by reactive sputtering in a closed chamber in the presence of a plasma of a non-reactive gas, and a reactive gas containing the element or elements said coating is to be made of, according to which process use is made of a target having a surface layer directed towards said substrate and containing at least one of said elements, to be sputter deposited, as reactive gas to either react with atoms extracted from the target by sputtering or form free radicals by ionization-decomposition to be deposited onto the target for forming said surface layer and to be ejected therefrom by the action of ionized gas so as to be deposited subsequently onto said substrate, the thickness of said surface layer during the cathode sputtering being controlled by adjusting the concentration of said non-reactive gas and said reactive gas in said closed chamber, so as to avoid consuming the target.