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The Rise of Choupette in Luxury

In a surprising turn of events, the iconic internet cat Choupette has stepped into the limelight as the star of Hublot's campaign commemorating the 20th anniversary of its remarkable Big Bang collection. Known for its audacious design philosophy, Hublot has established itself as a polarizing figure in the luxury watch industry, merging traditional craftsmanship with modern innovation.

Choupette, famed for being the pampered pet of renowned fashion designer Karl Lagerfeld, brings her unique charm and confidence to this campaign, aptly titled "Own It." The slogan encapsulates Hublot's fearless attitude while reflecting Choupette’s vibrant persona, even if she lacks a wrist to showcase watches. The collaboration challenges the conventional notions of luxury by showcasing a feline icon who exudes confidence and individuality, which perfectly aligns with Hublot's brand identity.

Celebrating Innovation in Timekeeping

Hublot has long been recognized for reshaping the luxury watch landscape since the debut of the Big Bang two decades ago. The collection marked a turning point in horology, daring to blend unconventional materials while dismissing traditional stereotypes. In doing so, Hublot has positioned itself as a groundbreaker in an industry often characterized by restraint and formality.

Julien Tornare, the CEO of Hublot, explained that the Big Bang symbolizes a revolution in watchmaking—harmonizing heritage with contemporary elements. "It stands out as a disruptive force in a typically unchanging field," he stated. This campaign highlights the bold spirit of the brand, presenting not just watches but tangible expressions of personality and lifestyle.

A New Language of Luxury

Unveiled through the lens of visionary photographer Carlijn Jacobs, the campaign offers a series of striking visuals interspersed with playful, meme-inspired content. By adopting a contemporary approach to luxury marketing, Hublot breaks away from the typical high-end narrative, choosing instead to engage with audiences through relatable storytelling and humor.

The behind-the-scenes shots featuring Choupette lend an unfiltered glimpse into a glamorous world, one that doesn’t take itself too seriously. This refreshing perspective fosters a connection with fans and potential customers, promoting an immersive experience where luxury feels accessible rather than distant.

Hublot's Commitment to Bold Expression

The campaign, which started on May 1, highlights not only Choupette and the Big Bang 20th Anniversary Red Magic but also two additional showstoppers: the dazzling Big Bang Tourbillon Automatic Yellow Neon Saxem, showcased by a chic figure draped in faux fur, and the robust Big Bang 20th Anniversary Titanium Ceramic, flaunted by an athlete exuding strength and confidence in a gym locker room.

Through these various expressions of luxury, Hublot invites its audience to reflect on what it means to truly own their style and identity, challenging the norms that often govern the luxury watch market. As it progresses into a new era, both Hublot and Choupette inspire a generation to embrace confidence, individuality, and the ever-evolving nature of luxury.

With Choupette at the helm, Hublot is set to redefine the conversation surrounding luxury watches. The next chapter in this legacy promises to be as bold and exciting as the icons that pave the way for future innovations.