It was only a matter of time. The world’s most famously spoiled feline, Choupette Lagerfeld, has officially scratched her way into yet another corner of the luxury universe—this time not a velvet chaise or a couture runway, but a watch ad. Yes, Choupette is now the improbable face of Hublot’s 20th Anniversary Big Bang campaign, and we have questions. Many. But above all: Is this genius, madness, or a purring piece of postmodern performance art?
Let’s unpack.
Hublot, never known for subtlety, chose its muse with feline precision. The brand’s brash, bold, and often gloriously over-the-top Big Bang collection was born to disrupt—and who better to front its two-decade milestone than fashion’s ultimate diva with fur? Choupette doesn’t tell time, wear a watch, or—let’s be honest—care. And that’s precisely the point.
The new campaign, captured by fashion-favorite Carlijn Jacobs, leans into absurdist glamour with tongue firmly in cheek. Think high fashion filtered through meme culture: part editorial, part internet fever dream. There’s Choupette in full glam, fluffed to perfection, being utterly unbothered while embodying Hublot’s new mantra: “Own It.”
It’s a motto that feels tailor-made for a cat who once had a better skincare routine than 90% of the fashion industry—and maybe a better inheritance plan, too.
photos: @Hublot Big Bang 20th Anniversary campaign with Choupette
The Watch That Roared
The Big Bang, introduced in 2005, made Hublot the enfant terrible of Swiss watchmaking. It fused gold and rubber, ancient craftsmanship and streetwise swagger. In an industry often allergic to change, the Big Bang flipped the script—and hasn’t stopped. This 20th anniversary campaign celebrates that spirit with a trio of unapologetically loud pieces:
Big Bang 20th Anniversary Red Magic – The flagship, worn (sort of) by Choupette herself. Red ceramic, industrial attitude, and a level of shine rivalled only by her perfectly groomed whiskers.
Big Bang Tourbillon Automatic Yellow Neon Saxem – Worn by a mysterious faux-fur-clad fashion phantom. It’s more radioactive than wearable—and gloriously so.
Big Bang Titanium Ceramic – Seen on a powerful athlete mid-locker-room workout, proving that luxury watches can sweat, too.
Serious Play, or Playing Serious?
To Hublot’s credit, this campaign doesn’t take itself too seriously—thankfully. The behind-the-scenes footage shows diva moments (from Choupette, naturally), not-quite-perfect takes, and a level of self-awareness rarely seen in haute horlogerie. It’s refreshing. And, let’s be honest, a little absurd. Which is probably why it works.
Luxury has long been caught between reverence and irreverence. In this campaign, Hublot opts for radical playfulness, with a knowing wink. The Big Bang doesn’t belong behind glass. It belongs in the wild—on athletes, fashionistas, and, apparently, blue-eyed cats with personal chefs.
photos: @Hublot Big Bang 20th Anniversary campaign with Choupette
A Soft Swipe at Excess
Is it all a bit much? Of course. But excess is baked into Hublot’s DNA. The brand has never chased classicism—it’s chased chaos, innovation, and the kind of flashy audacity that earns both applause and eyerolls. And Choupette, with her couture credentials and comical detachment, brings the perfect foil to all that noise.
So here’s to Hublot: for knowing the moment, embracing the meme, and celebrating 20 years of making the watch world a little louder—and a lot more fun.
And here’s to Choupette, who, even in her twilight years, is still owning it harder than the rest of us. Time? She doesn’t know her own birthday. But fame? Oh, she tells that by the hour.
