Hublot has launched a bold new campaign to celebrate the 20th anniversary of its iconic Big Bang collection. Choupette, “the internet’s reigning feline icon” as well as “the world’s most famous and pampered feline” stars in “Own It,” the tagline of this new campaign. Word on the street is that Choupette is the late renowned fashion designer Karl Lagerfied’s cat.
“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.” – Julien Tornare, CEO of Hublot
“Own It”
Image: Choupette is modelling the Big Bang 20th Anniversary Red Magic.
“A bold and unapologetic call to action, and an uncompromising mindset. This new mantra perfectly captures the authentic, loud, and polarising spirit of the brand. Extending that fearless attitude to its new campaign, 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 known for her haute lifestyle and unfiltered personality, brings her signature attitude to a campaign that celebrates outrageous confidence and radical individuality that define both her and Hublot.”
Our Thoughts
Image: Part of the campaign. Mysterious lady in a faux-fur coat modelling the Big Bang Tourbillon Automatic Yellow Neon Saxem.
Hublot is often a polarising and misunderstood watch brand. However, there is no denying Hublot’s immense contribution to horology in terms of bold designs, material innovation, and cultural impact through invaluable partnerships both past and present (for example football, basketball, tennis, skiing, athletics, polo, sailing, Formula 1, art and music, lifestyle, and social responsibility to name a few). They have been part of LVMH since 2008.
Image: Part of the campaign. Powerful athlete working out in a gym modelling the Big Bang 20th Anniversary Titanium Ceramic.
In addition to celebrating the Big Bang’s 20th anniversary, the new “Own It” campaign starring Choupette will reinforce Hublot’s unique identity, innovative spirit, audacity, and help propel them forward for the next 20 years.
The “Own It” campaign began on May 1st 2025. Please visit the brand’s website and Instagram page for more information.
We have featured Hublot in the past. Please click here, here, and here to read more.
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