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Choupette, the internet’s most celebrated feline, steps into an unexpected spotlight as the face of Hublot—a brand known for its bold and divisive approach to luxury watchmaking. To mark the 20th anniversary of its iconic Big Bang collection, the Swiss watchmaker enlists fashion’s most pampered cat, merging high horology with haute celebrity in a campaign that challenges convention.
Known for rewriting the rules of luxury, Hublot is the antithesis of quiet design. It challenges the status quo of watchmaking with bold product design, and just like the timepieces themselves, Hublot wearers aren’t afraid to stand out. Two decades ago, the introduction of the Big Bang collection ignited a shift in the industry by daring to fuse unconventional materials and disregard traditional tropes of the category.
Hublot and its Big Bang have gone from one showstopper to another, building on a spirit of revolution, audacity and playfulness. With many world-firsts and genre-defying feats, the Big Bang will go down in history as the first truly iconic watch of the 21st century and a beacon of creativity in a field that’s usually confined by history and tradition.
Hublot: “Own It.”
The campaign unveils Hublot’s new tagline: “Own It.” A bold and unapologetic call to action and an uncompromising mindset. This new mantra captures the authentic, loud, and polarising spirit of the brand. Hublot has chosen the one and only Choupette, who doesn’t have a wrist or know how to tell the time. Choupette, a cultural icon, brings her signature attitude to a campaign that celebrates outrageous confidence and radical individuality, defining both her and Hublot.
Hublot CEO Julien Tornare underscores the transformative impact of the brand’s Big Bang collection, describing it as a groundbreaking fusion of tradition and modernity. Emphasising Hublot’s commitment to artisanal craftsmanship and meticulous attention to detail, Tornare asserts that while the brand remains deeply rooted in the principles of luxury watchmaking, the Big Bang has emerged as a disruptive force in an industry historically resistant to design innovation. “This is what sets us apart,” he states, highlighting the collection’s distinct ability to challenge convention while maintaining a strong connection to watchmaking heritage.
Choupette’s Luxe Reign
Captured by visionary photographer Carlijn Jacobs, the campaign unfolds in a series of striking, high-fashion visuals interspersed with meme-inspired content. With this, Hublot embraces the new language of luxury on social media, engaging people with storytelling, playfulness and unpredictability.
From ‘failed‘ takes to Choupette’s diva moments, the campaign is far from another polished luxury marketing campaign. Including behind-the-scenes footage, it offers a rare, self-aware glimpse into a luxury world that doesn’t take itself too seriously. By placing this low-filter lens on high luxury, Hublot can break the fourth wall and bring its audience into the moment rather than observing from afar.
The campaign commenced on May 1st when Choupette modelled the Big Bang 20th Anniversary Red Magic. Throughout the month, the spotlight shifts to two more icons: the striking Big Bang Tourbillon Automatic Yellow Neon Saxem, worn by a chic, mysterious lady in a statement faux-fur coat, and the Big Bang 20th Anniversary Titanium Ceramic piece, seen on a powerful athlete unapologetically working out right in a gym locker.
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