Choupette conquers the luxury world: Hublot celebrates for 20 years Big Bang!

Choupette conquers the luxury world: Hublot celebrates for 20 years Big Bang!

Ort, Land - In a striking campaign, Hublot celebrates the 20th anniversary of his iconic Big Bang collection. The focus is on choupette, the most famous and spoiled cat in the fashion world, which once belonged to the design talented Karl Lagerfeld. The campaign entitled "Own IT" was started on May 1, 2025 and combines everything the luxury brand has to offer with an extravagant artistic touch. Hublot is known for its unconventional luxury design and has revolutionized the watch industry with bold and innovative products, and the Big Bang clock is a central element of this vision.

The Big Bang collection is considered the first iconic clock of the 21st century and is a symbol of creativity and progress in watchmaking. This is also shown in the way the watch plays with unconventional materials and innovative clockworks that have changed the industry enormously since its introduction two decades ago. Julien Tornare, the CEO of Hublot, describes the Big Bang as revolutionary because it combines tradition and modernity and thus sets new standards for the luxury segment.

creative implementation and unique representations

The visual implementation of the campaign was designed by the renowned photographer Carlijn Jacobs. She stages choupette in different scenarios that show both high-fashion images and humorous moments. Among other things, the cat is depicted in a relaxed manner, held by a man who wears the watch or in a funny pose where her body replaces the man's head. Hinter-the scenes of the scenes show choupette how she plays with a watch box and relaxes during the shoot. In this way, the campaign gives insight into the luxury world in an unconventional way that are conveyed by a filter -arm lens.

The new slogan "Own IT" embodies an uncompromising attitude and the polarizing spirit of the brand. Choupette brings your individual attitude and thus celebrates self -confidence and individuality. The campaign begins with the presentation of the Big Bang 20th Anniversary Red Magic, followed by two other models, the Big Bang Tourbillon Automatic Yellow Neon Saxem and the Big Bang 20th Anniversary Titanium Ceramic, which are presented in the course of the month.

market dynamics and outlook

Despite the challenges that the watch and jewelry industry has experienced through pandemic in recent years, the overall growth in the luxury segment remains progressive. According to an analysis of McKinsey, constant growth is expected in the industry by 2025, although the watch category is growing more slowly. The switch to direct-to-consumer channels is seen as a key strategy to take control of customer relationships and to react to the varying consumer priorities.

The Asian market plays an important role in the industry and accounts for 45% of total sales in brand decorations and 50% for premium and ultra luxury watches. In view of these market developments, Hublot has found a creative opportunity with a choupette to be perceived in the competitive environment of the luxury watches and illustrate the symbolic value of the Big Bang clock.