Swiss watchmaker Hublot has enlisted Choupette, the late Karl Lagerfeld's famous cat, as the face of their 20th anniversary campaign for the Big Bang collection.
The distinctive feline stars in a series of photographs captured by Carlijn Jacobs, alternating between polished editorial images and casual, meme-inspired content. This approach marks a departure from typical luxury marketing, as the campaign centers around the Big Bang 20th Anniversary Red Magic timepiece.
"The Big Bang represents a revolution in watchmaking, perfectly merging tradition with modernity", explains Hublot CEO Julien Tornare. "While maintaining luxury watchmaking values like craftsmanship and attention to detail, the Big Bang disrupted an industry traditionally resistant to design innovation. This is what sets us apart. Our new campaign celebrates the courage to break conventions and experiment without fear".
Rather than producing another glossy luxury advertisement, Hublot appears to be establishing a fresh social media language for luxury brands. The campaign includes both glamorous shots and deliberately "unsuccessful" takes, engaging audiences through storytelling, playfulness, and unpredictability.
The campaign's tagline, "Own It", serves as a bold call to action, reflecting the spirit of a timepiece that continues to challenge conventions in an industry often constrained by history and tradition.