Remember Choupette? The late Karl Lagerfeld’s cat fronts the new Hublot Big Bang

In a move as unexpected as it is audacious, Swiss watchmaker Hublot has chosen fashion’s most pampered fashion-industry cat, Choupette, to headline the 20th anniversary campaign for its iconic Big Bang collection.

The campaign, launched in May, marks a dramatic departure from traditional luxury marketing. Known for rewriting the rules of watchmaking, Hublot has once again embraced its disruptive ethos — this time with a cat that neither wears a watch nor can be bothered to tell the time.

Choupette, the internet-famous pet of the late Karl Lagerfeld, brings her signature attitude to a series of high-fashion visuals that blend elegance with internet-era absurdity.

Photographed by Carlijn Jacobs, the campaign features striking imagery interspersed with meme-inspired content and behind-the-scenes moments. The aim? To dismantle the polished veneer of traditional luxury and invite audiences into a more playful, self-aware narrative.

The campaign also introduces Hublot’s new tagline: “Own It”. It’s a bold, unapologetic call to embrace individuality —perfectly aligned with both Choupette’s super-chill persona and the brand’s fearless design philosophy. “The Big Bang represents a revolution in watchmaking,” said Hublot CEO Julien Tornare. “It challenges the status quo while staying rooted in the values of craftsmanship and detail.”

The campaign commenced on May 1 when the feline was seen modelling the Big Bang 20th Anniversary Red Magic. Within the month, the spotlight then shifted to two more icons: the striking Big Bang Tourbillon Automatic Yellow Neon Saxem worn by a chic mysterious lady in a statement faux-fur coat, and the Big Bang 20th Anniversary Titanium Ceramic piece on a powerful athlete working out in a gym locker room.

By putting a cheeky lens on high luxury, Hublot continues to push boundaries and redefine what it means to be iconic in the 21st century. With Choupette leading the charge, the message is clear: Serious style doesn’t always have to take itself seriously.