Hublot has never been one to shy away from controversy. Known for oversized proportions, unconventional materials like carbon fibre and rubber, and attention-grabbing price tags, the Swiss watchmaker has built its reputation on being anything but subtle. While much of the luxury market leans into restraint, Hublot thrives on impact, its watches are designed to be noticed.
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To mark the 20th anniversary of its flagship Big Bang model, the brand has unveiled a new slogan, “Own It”, alongside an equally headline-worthy campaign ambassador: Choupette Lagerfeld. Once the beloved pet of the late Karl Lagerfeld, the Birman cat now stars in the promotional visuals for the Big Bang Anniversary Red Magic, one of five limited-edition timepieces celebrating two decades of Hublot’s “art of fusion” philosophy.
Pairing Hublot’s loud luxury ethos with one of fashion’s most pampered figures is no coincidence. Choupette, who famously lived a life of private jets, custom meals, and designer dishes, is a natural extension of the brand’s world of exaggerated elegance.
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Choupette’s profile is as distinctive as the watches she’s now promoting. Originally owned by model Baptiste Giabiconi before being adopted by Lagerfeld, she quickly rose to icon status. Her career has included campaigns for beauty and automotive brands, features in Vogue, a published biography, and an agent managing her public image. With over 250,000 followers across platforms, she remains one of fashion’s most unlikely yet persistent symbols of excess.
Whether the campaign leads to a dedicated Choupette edition Big Bang is unclear, but the message is unmistakable. If legacy is about knowing who you are, then Hublot’s latest move writes it in bold. Loud, confident, and self-aware, the brand makes its point, without apology and without compromise.
oh my god how long will they milk this cat ??? this is crazy