Choupette is the beloved cat of the late fashion designer Karl Lagerfeld (Photo: Hublot)
In the world of haute horlogerie, there are few manufactures as bold and polarising as Hublot. Known to shift the status quo, the brand is the go-to choice for wearers and collectors who are not afraid to stand out and go against the grain. So, to commemorate the 20th anniversary of its iconic Big Bang collection, the house has tapped an unexpected yet befittingly unique ambassador to star in a celebratory campaign — fashion’s most beloved feline and former companion to the late Karl Lagerfeld, Choupette.
Lovingly dubbed “the world’s most pampered kitty”, the 13-year-old cream Birman with captivating ice blue eyes takes over in a series of sleek high-fashion visuals and a short film depicting her diva moments and adorable failed takes. She embodies Hublot’s new tagline “Own It”, a mantra that serves as a call to action, encouraging fans of the brand to express themselves authentically and live fearlessly. Despite not being able to don a watch or even tell time, Choupette is the ideal mascot for the campaign’s core message as her loud personality, opulent lifestyle and feisty attitude brought her to the forefront of pop culture.
CEO Julien Tornare says: “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 mould and experiment without fear of going beyond.”
Choupette can be spotted on Hublot’s social media modelling the Big Bang 20th Anniversary Red Magic, which debuted on May 1. As the month progresses, followers can expect to see the focus shift to two other models — the Big Bang Tourbillon Automatic Yellow Neon Saxem and Big Bang 20th Anniversary Titanium Ceramic.
This article first appeared on May 12, 2025 in The Edge Malaysia.
