In a move as unexpected as it is unforgettable, Hublot (Instagram) has unveiled fashion’s most pampered feline, Choupette, as the star of its latest campaign marking the 20th anniversary of the Big Bang, the brand’s most iconic and disruptive watch collection.
A brand that has long rewritten the rules of luxury, Hublot once again challenges the norm by casting Karl Lagerfeld’s famous blue-eyed cat—a creature without a wrist or a concept of time—as the face of its bold new message: “Own It.” This is not just a campaign, but a declaration of intent from a brand that refuses to blend in.
Since its explosive debut in 2005, the Big Bang has defied every convention of traditional Swiss watchmaking. From fusing rubber and gold to incorporating high-tech materials like Saxem, ceramic, and titanium, the Big Bang has always been about pushing boundaries. Twenty years later, it stands as the first true icon of 21st-century horology—a watch that symbolizes innovation, irreverence, and individuality.
“The Big Bang represents a revolution in watchmaking,” says Julien Tornare, CEO of Hublot. “While remaining rooted in the values of artisanal craftsmanship, we’ve never been afraid to go beyond the norm. With our new campaign, we’re celebrating the courage to break the mould and experiment without fear.”
To bring this vision to life, Hublot turned to none other than Choupette, a cultural icon who lives a life more glamorous than most humans. Known for her haute couture tastes and diva-level attitude, Choupette is the perfect embodiment of the campaign’s spirit: audacious, confident, and unmistakably unique.
Shot by acclaimed fashion photographer Carlijn Jacobs, the campaign blends high fashion aesthetics with meme-worthy irreverence. In a series of editorial-style images and behind-the-scenes clips, Choupette is seen nonchalantly posing with the Big Bang 20th Anniversary Red Magic—a fiery timepiece as bold as its feline muse.
The campaign doesn’t stop at glamour. With unexpected humour and self-aware storytelling, Hublot pulls back the curtain on the often too-polished luxury world. Bloopers, failed takes, and Choupette’s signature sass are all part of the narrative, offering a refreshingly human—and feline—touch.
Launched across TikTok and Instagram on May 1st, the campaign will evolve throughout the month, spotlighting other standout editions of the Big Bang. A mysterious woman in a faux-fur coat dons the Big Bang Tourbillon Automatic Yellow Neon Saxem, while a powerful athlete wears the Titanium Ceramic edition unapologetically mid-rep in a gym locker room.
Each story, each wrist, and even each paw captures what Hublot’s new tagline urges us to do: “Own It.” Whether through absurdity, elegance, or sheer confidence, Hublot invites its audience to embrace individuality and wear their boldness on their sleeve—or wherever it fits.
In true Hublot style, this anniversary isn’t a retrospective. It’s a reaffirmation of rebellion. And with Choupette as its leading lady, the future of luxury just got a lot more playful.
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