Hublot’s latest model isn’t an influencer in the way we might expect: it’s Choupette, the pampered Birman cat once cared for by Karl Lagerfeld, promoting the 20th anniversary of the Swiss watchmaker’s Big Bang collection.
The new campaign débuts Hublot’s new tagline, ‘Own it,’ while the choice of one of the world’s most famous felines represents the daring spirit and ‘outrageous confidence’ that the brand wishes to signal.
The campaign has been photographed by Carlijn Jacobs. It also includes “failed” takes and behind-the-scenes footage, showing that Hublot doesn’t take itself too seriously.
The campaign broke on May 1 with Choupette modelling the Big Bang 20th Anniversary Red Magic watch. Other watches being promoted in May are the Big Bang Tourbillon Automatic Yellow Neon Saxem and the Big Bang 20th Anniversary Titanium Ceramic, though they feature different models.
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