To mark the 20th anniversary of its iconic Big Bang collection, Hublot has launched a daring new campaign starring none other than Choupette, the internet’s most pampered feline.
The blue-cream Birman cat was the much adored pet of German fashion designer Karl Lagerfeld, and has become a social media starlet in her own right.
Captured by visionary fashion photographer Carlijn Jacobs, the campaign also introduces Hublot’s bold new tagline: “Own It” – a statement that reflects the brand’s fearless, disruptive spirit.
The campaign merges high fashion with meme culture, celebrating radical individuality and outrageous confidence – it does take an unapologetic character to give their Chanel connotations the cold shoulder, after all.
Known for rewriting the rules of watch design, Hublot’s Big Bang debuted in 2005 with a fusion of unconventional materials like rubber and ceramic, shaking up a tradition-heavy industry. Twenty years later, the collection continues to evolve with technical innovation and avant-garde style, and now unexpected ambassadors.
The anniversary spotlight includes three models:
Big Bang 20th Anniversary Red Magic: crafted from high-tech red ceramic, known for its hardness and vivid color.
Big Bang Tourbillon Automatic Yellow Neon Saxem: featuring a luminous, ultra-hard sapphire–aluminium composite case.
Big Bang 20th Anniversary Titanium Ceramic: combining lightweight titanium with scratch-resistant ceramic for a sleek, durable finish.
Though we doubt that Choupette can tell the time, her prrrrrrrrrecocious attitude perfectly matches Hublot’s audacious identity, and her caught-on-camera diva moments offer a light reprieve from the undeniably more serious atmosphere of the industry at present.
Hublot CEO Julien Tornare said: “The Big Bang revolutionized watchmaking. It’s about taking risks, breaking boundaries, and owning your identity – Choupette embodies that mindset.”