Choupette Stars in Hublot’s Bold 20th Anniversary Campaign

Luxury meets feline fame: Choupette, fashion’s most pampered cat and Karl Lagerfeld’s beloved muse, is now the face of Hublot’s Big Bang 20th Anniversary campaign. Known for breaking the rules of watchmaking with bold designs and unconventional materials, Hublot celebrates two decades of its iconic Big Bang collection with a fresh campaign that’s anything but traditional.

Shot by visionary photographer Carlijn Jacobs, the series is part high fashion, part internet meme, and fully unapologetic—just like Choupette. Kicking off with the Big Bang Red Magic, followed by the Tourbillon Yellow Neon SAXEM and the Titanium Ceramic edition, the campaign boldly announces Hublot’s new tagline: “Own It.”

Julien Tornare, Hublot’s CEO says: “The Big Bang represents a revolution in watchmaking, a perfect union of tradition and modernity. While remaining rooted in the values of luxury watchmaking, such as artisanal quality and attention to detail, Hublot has managed to position the Big Bang as a disruptor within an industry that has traditionally seen little design innovation. This is what sets us apart. With our new campaign, we want to celebrate the courage to break the mold and experiment without fear of going beyond.”

🐾 🐾 🐾  Follow the campaign on Instagram & TikTok @Hublot