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Hublot taps Karl Lagerfeld’s cat Choupette for new campaign
By Shivani Dubey | 8 May 2025 | Culture, Design
Karl Lagerfeld’s beloved feline Choupette is the face (and paws) of the new Hublot Big Bang 20 year anniversary campaign
Hublot has always been known for reaching for the unexpected. It constantly challenges the status quo of watchmaking, and the wearers of these watches reflect that boldness. So it comes as no surprise that Hublot has tapped Karl Lagerfeld’s beloved cat Choupette to be the face (and whiskers and paws) of its new campaign to celebrate the 20th anniversary of the Big Bang collection.
Choupette, of course, does not have a wrist or the ability to tell time, but as fashion’s most pampered cat, she is known for her haute lifestyle and unfiltered personality. She brings this signature attitude to Hublot’s latest campaign that celebrates outrageous confidence and radical individuality that define both her and Hublot.
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Two decades ago, Hublot introduced the Big Bang collection and ignited a shift in the industry. Since then, Hublot and its Big Bang have gone from one showstopper to another, building on a spirit of revolution, audacity and playfulness. Having Choupette the cat be the face of that legacy is just another way the brand continues to innovate.
Speaking about the new campaign, Hublot CEO Julien Tornare highlighted how the Big Bang represents a “revolution in watchmaking” while still honouring the values of luxury watchmaking.
“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,” said Julien.
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“This is what sets us apart. And with our new campaign, we want to celebrate the courage to break the mold and experiment without fear of going beyond,” he added.
Captured by photographer Carlijn Jacobs, the campaign unfolds in a series of striking, high fashion visuals interspersed with meme-inspired content, engaging people with storytelling, playfulness and unpredictability.
Featuring ‘failed’ takes to Choupette’s diva moments and behind-the-scenes footage, the campaign offers a rare, self-aware glimpse into a luxury world that doesn’t take itself too seriously. Putting this low filter lens on high luxury is Hublot’s way of breaking the fourth wall and bringing its audience into the moment. It also helps that there is a very feisty feline starring in these campaigns.
Choupette the cat might not have a wrist or know how to tell time, but she definitely has an attitude that would make any Hublot wearer proud.