The internet’s reigning feline icon, Choupette, has landed her most unexpected role with luxury’s most polarizing watch brand Hublot. The Swiss watchmaker has tapped fashion’s famously pampered cat to celebrate its 20th anniversary of the iconic Big Bang collection.
Known for rewriting the rules of luxury, Hublot is the antithesis of quiet design. It challenges the status quo of watchmaking with bold product design and just like the timepieces themselves, Hublot wearers aren’t afraid to stand out. Two decades ago, the introduction of the Big Bang collection ignited a shift in the industry by daring to fuse unconventional materials and disregard traditional tropes of the category. Hublot and its Big Bang have gone from one showstopper to another, building on a spirit of revolution, audacity and playfulness. With many world-firsts and genre-defying feats, the Big Bang will go down in history as the first truly iconic watch of the 21st century and a beacon of creativity in a field that’s usually confined by history and tradition.
“The Big Bang represents a revolution in watchmaking, a perfect union of tradition and modernity. While remaining rooted in the values of luxury watchmaking, such as artisanal quality and attention to detail, Hublot has managed to position the Big Bang as a disruptor within an industry that has traditionally seen little design innovation. This is what sets us apart. With our new campaign, we want to celebrate the courage to break the mold and experiment without fear of going beyond.” ,exclaims Julien Tornare, CEO of Hublot.
The campaign, launched on May 1st, features Choupette showcasing the Big Bang 20th Anniversary Red Magic on TikTok and Instagram. Later in the month, focus shifts to two more watches: the vibrant Yellow Neon Saxem worn by a stylish woman in faux fur, and the Titanium Ceramic model sported by a strong athlete in a gym locker.
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