Hublot: Choupette becomes watchmaking’s most unexpected icon
She doesn’t wear a watch, but she redefines style. For the 20th anniversary of its mythical Big Bang, Hublot is counting on the most unexpected of icons: Choupette.
A muse who plays with codes
To celebrate two decades of provocative watchmaking, Hublot couldn’t be more subversive: the Swiss brand has entrusted its campaign to Choupette, Karl Lagerfeld‘s favorite cat. Photographed by Carlijn Jacobs, the white-haired muse becomes the emblem of this anniversary series, in a campaign where absurdity meets genius. She has neither wrist nor need to tell the time, but perfectly embodies the philosophy of rupture and controlled irony that is Hublot’s DNA.
Red Magic “Own It”: the watch that dares all
At the heart of this celebration is a rare timepiece: the Big Bang Red Magic “Own It”, limited to just 100 pieces worldwide. Its polished, bead-blasted red ceramic case is an immediate eye-catcher. The bezel, also entirely red, presents a striking play of textures. The whole, protected by an anti-reflective sapphire crystal, ensures perfect visibility.
But design alone doesn’t tell the story of this watch. Its UNICO caliber – a 100% manufacture flyback chronograph – is a jewel of watchmaking technology: 354 components, automatic winding, double coupling system, column wheel visible from the dial, and a 72-hour power reserve. The watch is also water-resistant to 100 meters, reinforcing its luxury and performance credentials.
A viral (and visionary) campaign
Unveiled on May 1 on Instagram and TikTok, the Red Magic campaign marks a pop turning point for Hublot. Choupette embodies a kind of luxury anti-heroine: silent, feline, insolent. Two other models will complete this visual triptych: the Big Bang Tourbillon Automatic Yellow Neon SAXEM and the Big Bang Titanium Ceramic.
With Choupette and its Red Magic, Hublot once again redefines the rules of the watchmaking game. And proves that boldness… definitely doesn’t need wrists.
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