In a daring blend of haute horology and high fashion, Hublot has tapped none other than Choupette—the pampered cat once owned by Karl Lagerfeld—to front its boldest campaign yet. The campaign celebrates the 20th anniversary of the Big Bang, a watch collection that has redefined the rules of modern luxury timekeeping.
Known for rewriting the codes of traditional watchmaking, Hublot once again makes headlines by choosing a four-legged icon to embody its rebellious spirit.
Why Choupette? As Hublot cheekily explains: “She doesn’t have a wrist. Or know how to tell time.” But what she does have is attitude, and lots of it. That perfectly suits the theme of the campaign: “Own It.”
“Own It”: A New Era of Radical Individuality
The new tagline “Own It” signals a bold, unapologetic direction for the brand. It’s not just about watches—it’s a lifestyle, a mindset, and a call to embrace one’s authentic self. In Hublot’s world, that means ditching the rulebook and letting your inner maverick shine.
Choupette brings exactly that to the campaign. Photographed by the visionary Carlijn Jacobs, the campaign mixes high fashion with meme-worthy moments. Viewers are treated to both polished visuals and behind-the-scenes outtakes—Choupette’s diva behaviour and all. The result? A rare look into a luxury campaign that doesn’t take itself too seriously, breaking the fourth wall while inviting the audience to be part of the experience.
The Big Bang Legacy
Launched in 2005, the Big Bang was a revolutionary move for Hublot. Fusing gold with rubber, it disrupted the industry’s obsession with heritage and minimalism.
Twenty years later, it remains one of the few modern icons in watchmaking—thanks to its architectural layering, daring use of materials, and in-house Unico and Meca-10 movements.
The Hublot Way of Life
Hublot isn’t just a brand—it’s a vibe. From football pitches and art shows to culinary events with starred chefs, the Swiss watchmaker has long embraced fusion, not just in materials, but in experiences.
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