Choupette, the world’s most famous cat and internet sensation, has landed the role as the star of Hublot’s new Big Bang campaign.

The cat, who was previously the pet of late fashion designer Karl Lagerfeld, features as the “CEO” in the brand’s new campaign.

It’s been a busy few months for Hublot. To celebrate 20 years of the brand’s Big Bang last month at Watches & Wonders in Geneva the brand celebrated with a spectacular party and were joined by ambassadors Usain Bolt and Kylian Mbappe.

Also at Watches & Wonders last month Hublot launched a series of anniversary collection watches, which feature in the new campaign. Five limited-edition Big Bang models blend the early Big Bang aesthetics, like pinched lugs, a layered case, and a knurled bezel, with modern Big Bang Unico features.

These five anniversary pieces, each driven by Hublot’s Unico chronograph movement, also sport an updated rubber strap and One Click interchangeability.

Hublot are the original disruptor in the watch industry. The brand was launched in 1980 (often cited as 1985 in some marketing contexts). Hublot — whose name means “porthole” in French — was the first Swiss watch brand to fuse rubber with gold and metals.

Fast-forward to 2025, and with the Swiss watch industry’s marketing wizard Jean-Claude Biver at the helm, the brand introduced a watch for the ages: the Big Bang.

The brand’s latest campaign unveils Hublot’s new tagline, “Own It”, and was shot by fashion photographer Carlijn Jacobs, who created a series of striking, high fashion visuals interspersed with meme-inspired content.

Jacobs is best known for her collaborations with glossy fashion magazines like Vogue, Dazed and Another, as well as fashion brands, including Chanel, Gucci, Louis Vuitton and Loewe. This new campaign reflects a rare glimpse at the fashion industry poking fun at themselves.

Julien Tornare, CEO of Hublot, said in a statement: “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.” 

Spotting a gap in the sports watch market, the Big Bang was a watchmaking first.

True to Hublot’s ideals, Biver’s new watch — now celebrating 20 years of production — combined rubber, gold, ceramic, and a range of metals from steel to titanium, putting the brand on the map for a new generation of sports watch enthusiasts. The 43mm model featured here incorporates a titanium case with a polished ceramic bezel.