Choupette, the world's most famous and cuddliest kitten, is the star of Hublot's 20th anniversary Big Bang campaign.
Choupette, the feline icon queen of the web, won the most unexpected role of her 'career' thanks to Hublot. The Swiss fashion house chose the famous cat owned by the late Karl Lagerfeld to celebrate the 20th anniversary of the Big Bang collection. Known for creating some of the most original timepieces in the world of Haute Horlogerie, Hublot can be considered the antithesis of ordinary design. Indeed, the Swiss watchmaker challenges the watchmaking status quo with bold designs. Two decades ago, the launch of the Big Bang collection triggered a change in the watchmaking industry, daring to blend unconventional materials and ignoring the traditional canons of the industry. Thanks to numerous world premieres, the Big Bang will go down in history as one of the most iconic watches of the 21st century.
The campaign starring Choupette unveils Hublot's new tagline, 'Own It', a bold and impudent call to action, reflecting an uncompromising mindset. This new mantra perfectly captures the spirit of the brand. To extend this fearless attitude to its new campaign, Hublot chose the Burmese kitten Choupette, who obviously has no wrists and cannot tell time. Choupette thus infuses authenticity into a campaign that celebrates extravagant audacity.
For the 20th anniversary of the Big Bang, Hublot chooses a very special testimonial
It is the kitten Choupette, feline queen of the web.
About this new campaign, Julien Tornare, CEO of Hublot, said: "The Big Bang represents a revolution in watchmaking, a perfect marriage of tradition and modernity. While remaining anchored to the values of luxury watchmaking, like quality craftsmanship and attention to detail, with the Big Bang, Hublot has made a disruptive impact in a world traditionally disinclined to design innovation. This is what makes us different. With our new campaign we want to celebrate the courage to break the mould and experiment without being afraid to push the envelope'.
Created by visionary photographer Carlijn Jacobs, the campaign unfolds through a series of striking images interspersed with meme-inspired content. The campaign started on 1 May: Choupette was indeed spotted on TikTok and Instagram wearing the Big Bang 20th Anniversary Red Magic. Later this month, the spotlight will shift to two more watches: the Big Bang Tourbillon Automatic Yellow Neon Saxem, worn by a mysterious woman in a faux fur coat, and the Big Bang 20th Anniversary Titanium Ceramic, on the wrist of a training athlete.
