Choupette, the internet’s most acclaimed cat, has landed her most unexpected role at the hands of Hublot, the industry’s most polarising luxury watch brand. The Swiss brand has turned to the feline fashion icon to celebrate the 20th anniversary of its iconic Big Bang collection.
Known for rewriting the rules of luxury, Hublot is the antithesis of traditional design. Twenty years ago, the arrival of the Big Bang marked a breakthrough in the industry: a collection that fused unconventional materials and left classic watchmaking tropes behind. Since then, the model has evolved without losing its revolutionary, bold and playful spirit to become the first truly iconic watch of the 21st century.
As part of this commemoration, Hublot is launching a new global campaign and introducing its new slogan: ‘Own it’, a bold, loud and uncomplicated call to action. To embody this mindset, the brand has chosen Choupette, who, although she cannot wear a watch on her wrist or tell the time, brings her luxurious lifestyle and irreverent attitude to the campaign. The result is a celebration of extravagance and radical individuality, both for the cat and for the brand itself.
The campaign, created by renowned photographer Carlijn Jacobs, combines haute couture imagery with visual elements inspired by memes. Hublot is embracing the new language of luxury on social media, incorporating humour, irony and unpredictability as narrative devices.
The images, which include ‘failed’ shots and diva moments, offer an unusual take on the industry. With a self-aware and relatable approach, Hublot breaks the fourth wall and connects with its audience from an authentic and carefree place.
Launched on May 1st, the campaign kicks off with Choupette posing with the Big Bang 20th Anniversary Red Magic on TikTok and Instagram. Two more models will follow throughout the month: the eye-catching Big Bang Tourbillon Automatic Yellow Neon Saxem, worn by an elegant and mysterious woman, and the Big Bang 20th Anniversary Titanium Ceramic, which adorns the wrist of a powerful athlete in the midst of a training session.
