Choupette Stars in Hublot’s Big Bang 20th Anniversary Campaign

Karl Lagerfeld’s Famed Feline Lends Her Presence to a Playful Milestone in Swiss Watchmaking

To mark the 20th anniversary of its flagship Big Bang collection, Hublot has turned to an unlikely figure from the world of fashion and pop culture: Choupette, the famously pampered cat of Karl Lagerfeld.

The elegant white Birman, with her signature blue eyes and composed demeanour. The initiative, shared via the brand’s Instagram and social media channels, showcases Hublot’s characteristic blend of luxury — a celebration of boldness as much as watchmaking.

A Symbol of Style and Modern Storytelling

In Hublot’s latest campaign, Choupette is presented as a figure of serene confidence and individuality — qualities the brand has long associated with its approach to contemporary horology. While she, naturally, does not wear a watch, her composed, almost statuesque presence brings a playful contrast to the technical intensity of the Big Bang design language.

The brand sees in her a reflection of the values it has cultivated over two decades: elegance, uniqueness, and the freedom to defy traditional expectations — ideals that have shaped both its products and its voice.

Big Bang: 20 Years of Disruption

Launched in 2005 under the leadership of Jean-Claude Biver, the Big Bang was a bold statement in modern watchmaking. Its mix of gold and rubber, industrial detailing, and unapologetically large proportions challenged Swiss norms and introduced Hublot’s now-famous Art of Fusion philosophy.

Over the past two decades, the Big Bang has evolved through high-tech materials — ceramic, carbon fibre, sapphire — and through collaborations spanning art, sport, and fashion. From Takashi Murakami to Usain Bolt, and from Chelsea FC to Berluti, the collection has acted as a bridge between horology and cultural expression.

Now, with Choupette as an unexpected campaign face, Hublot once again reinforces its reputation for breaking the mould.

Campaign Reception

The announcement has resonated strongly online, with Hublot’s post receiving millions of views and widespread engagement within both watch and fashion communities. Many observers have praised the move as a smart and self-aware celebration of the brand’s identity — bold, modern, and unapologetically different.

Marketing analysts note that this kind of storytelling helps luxury brands stay culturally connected, especially with younger audiences who respond to personality, humour, and visual narrative as much as technical craft.

Conclusion

In choosing Choupette as the face of its Big Bang anniversary campaign, Hublot has managed to balance wit with identity, respecting its heritage while refusing to become predictable. The result is a campaign that not only draws attention, but also affirms the brand’s continued confidence in doing things its own way.

It’s a reminder — delivered in perfect feline stillness — that style, after all, is about owning who you are.