Fashion’s favorite feline takes over the watch world! Hublot enlists Choupette to celebrate 20 years of the legendary Big Bang, proving that luxury is all about fearless individuality.
In a move that shakes up luxury marketing in the best way possible, Swiss watchmaker Hublot has tapped none other than fashion’s most pampered feline, Choupette, to star in its 20th anniversary campaign for the legendary Big Bang collection. Known for its fearless approach to design, Hublot has long stood as the disruptor in the watchmaking world. Now, it’s proving that boldness has no bounds—not even species.
As someone who has spent years analyzing the evolution of luxury, I can confidently say that Hublot’s 20th anniversary campaign for the Big Bang collection is a masterclass in modern branding. The fusion of high fashion with meme culture is nothing short of genius, proving that luxury is no longer confined to tradition—it’s about attitude and boldness. Hublot has always been the disruptor of the watchmaking world, challenging norms with unapologetic designs and unconventional materials. The brand’s fearless approach has cemented the Big Bang as a contemporary icon, and with this campaign, it once again proves that high horology can be both rebellious and playful.
The decision to cast Choupette as the face of this celebration is an inspired one. She’s not just a pet—she’s a cultural phenomenon, synonymous with exclusivity, refinement, and tongue-in-cheek opulence. Bringing her into the campaign is a statement that luxury today isn’t about catering solely to legacy; it’s about embracing individuality, pop culture, and a little bit of irony. The visuals, shot by Carlijn Jacobs, capture this duality brilliantly, merging high fashion aesthetics with the raw, relatable language of social media. It’s a rare campaign that feels aspirational yet accessible, allowing viewers to engage with the world of Hublot in a fresh way.
As for the watches themselves, Hublot’s Big Bang 20th Anniversary pieces are nothing short of stunning. The Red Magic, Tourbillon Automatic Yellow Neon Saxem, and Titanium Ceramic models showcase the brand’s expertise in material innovation and avant-garde aesthetics. They aren’t designed to quietly complement an outfit—they’re conversation pieces, meant to be worn with confidence and an appreciation for craftsmanship that defies convention. Hublot doesn’t just make watches; it creates objects of desire that carry a rebellious spirit, a sentiment perfectly reflected in the campaign’s “Own It” mantra.
Ultimately, this campaign is a reminder that true luxury is about pushing boundaries rather than playing it safe. By embracing Choupette’s unexpected star power, Hublot proves that the future of high-end branding lies in creativity, cultural relevance, and an unwillingness to conform. This isn’t just a celebration of 20 years, it’s a declaration that Hublot will continue to lead with boldness for decades to come.
The Legacy of the Big Bang
Two decades ago, Hublot flipped traditional watchmaking on its head with the introduction of the Big Bang. The collection defied expectations by fusing unconventional materials and bringing unapologetic designs to the industry. Instead of following quiet luxury, Hublot became the rule-breaker, the conversation starter, the statement piece for those unafraid to stand out. Now, as it celebrates its 20th anniversary, the brand continues its rebellious streak by enlisting Choupette—a choice as unexpected as it is genius.
“Own It”—A Campaign That Speaks to Confidence
Hublot’s newly unveiled tagline, “Own It,” is more than just a slogan—it’s a rallying cry for radical individuality. It’s about embracing what makes you different, leaning into confidence, and defying tradition, just as Hublot has done since day one. And who better to embody this than Choupette? The legendary cat, known for her haute lifestyle, effortless attitude, and unfiltered personality, may not have a wrist—or even a concept of time—but she has a presence that commands attention.
The Making of a Viral Moment
Captured by visionary photographer Carlijn Jacobs, the campaign is a departure from the polished perfection typically associated with luxury advertising. Instead, it leans into playfulness, meme culture, and behind-the-scenes moments—including Choupette’s inevitable diva antics. This is luxury with humor, self-awareness, and a dose of reality—not just another glossy, untouchable dream world.
The first phase of the campaign kicked off May 1st with Choupette making her TikTok and Instagram debut, modeling the Big Bang 20th Anniversary Red Magic. From there, Hublot shifts focus to more unexpected pairings: the striking Big Bang Tourbillon Automatic Yellow Neon Saxem on a mysterious style maven in faux fur, and the Big Bang 20th Anniversary Titanium Ceramic, unapologetically worn by an athlete mid-workout.
A New Era of Luxury
Hublot isn’t here to blend in—it never has been. With the Big Bang’s 20th anniversary and this unconventional campaign, the brand proves that luxury isn’t about exclusivity or tradition. It’s about attitude, confidence, and making your own rules. Whether it’s a watch, a lifestyle, or a social-media-dominating feline, Hublot continues to show that high fashion and high horology are best when they break the mold.
And if there’s anything Choupette has taught us, it’s that owning your uniqueness is the ultimate luxury.
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