Famed Choupette feline stars in new Hublot “Own It” campaign that honors 20 years of the Big Bang.
Hublot has never played it safe. While other watch brands toast milestones with limited editions and gala events, Hublot celebrates 20 years of the Big Bang with a cat. But not just any cat—Choupette, the late Karl Lagerfeld’s famously spoiled feline, now stars in the brand’s boldest campaign yet.
Called “Own It,” the new campaign is equal parts fashion fantasy and internet meme. Shot by fashion photographer Carlijn Jacobs, the images pair Hublot’s Big Bang Red Magic with the icy blue eyes and fluffy white fur of the world’s most glamorous pet. One moment she’s lounging beside the red-hot watch, the next she’s swapped places with the face of the male model, posing as if she’s the one checking the time between couture fittings.
Hublot “Own It”campaign with Choupette
Behind-the-scenes clips only add to the fun—Choupette batting away a watch box here, flopping down mid-shoot there, completely unmoved by the humans bustling around her. It’s weird, wonderful, and unmistakably Hublot.
And Choupette isn’t the only one owning it. Other campaign images show the Big Bang Tourbillon Automatic Yellow Neon Saxem worn by a woman in faux green fur, while another ad features a musclebound athlete showing off the Big Bang 20th Anniversary Titanium Ceramic in the gym. Different settings, same message: the Big Bang is still a statement-maker, 20 years on.
Choupette is seen with the Hublot Big Bang Red Magic watch
Originally launched in 2005, the Big Bang shook up the watch world with its oversized case and fusion of materials. It’s since become Hublot’s flagship collection, the platform for everything from proprietary ceramics to in-house movements like the Unico and Meca-10.
Additional Hublot Big Bang “Own It” ads are being shown, as well.
As Hublot CEO Julien Tornare puts it: “The Big Bang represents a revolution in watchmaking… a disruptor within an industry that has traditionally seen little design innovation. This is what sets us apart.”
So, what do we think about this new cat campaign? I personally love it, Is it a disruptor? Definitely. Especially when your star ambassador is a cat who couldn’t care less. But will it sell watches? I doubt it, but it will get people to take notice. After all, it seems as though curiosity didn’t kill this cat; it got her a Hublot campaign. Now let’s see what Hublot gets.
