Hublot’s Big Bang anniversary campaign is not just any campaign. It’s a pop masterpiece, fearless luxury, and humor dipped in diamonds. And yes—the star is a cat. But not just any cat. Choupette, the most famous feline in the fashion world, is now the official face of the Swiss watch brand as it celebrates 20 years of its most iconic collection.

It all started in Nyon, Switzerland, where Hublot decided to make history: letting a cat—with no wrists and zero interest in telling time—become the face (and full attitude) of a high-caliber watch collection.

The campaign unveils Hublot’s new slogan: “Own It”—a bold call to embrace the moment, your style, and everything that makes you unique. And Choupette, with her diva aura and global fame, embodies that perfectly: radical authenticity, effortless elegance, and a five-star lifestyle.

Shot by Carlijn Jacobs, the campaign blends high-fashion editorial with meme-worthy content. Hublot isn’t just selling a watch anymore—they’re telling a story, cracking a smile, and shaking up traditional luxury. With behind-the-scenes moments, playful shots, and Choupette simply being… Choupette, this campaign is a full-on refresh for Swiss watchmaking.

Julien Tornare, CEO of Hublot, puts it simply: “We want to celebrate the courage to break boundaries and experiment without fear.” And they mean it. Since its debut in 2005, the Big Bang has been synonymous with innovation, mixing unexpected materials and challenging the classic. Now, with this campaign, it proves it’s still the boldest (and most fun) watch of the 21st century.

The celebration kicked off May 1st on TikTok and Instagram, with Choupette debuting the Big Bang 20th Anniversary Red Magic.

The result? A campaign to remember, repost, and frame. If you’re going to celebrate 20 years of disrupting watchmaking, what better way than with a bold twist, killer style, and a cat who lives better than the rest of us.