In a world where luxury often leans toward the serious and the traditional, Hublot decided to throw all the old rules out the window – and invited a cat to lead the revolution. Not just any cat, but Choupette, the internet’s most glamorous feline and fashion’s ultimate diva. To celebrate 20 years of its iconic Big Bang collection, the Swiss watchmaker tapped the famously pampered star for a campaign that’s anything but ordinary.

Hublot has never been one to play it safe. Known for flipping the script on traditional watchmaking, the brand stands proudly as the opposite of quiet luxury. Two decades ago, the Big Bang collection exploded onto the scene, daring to fuse materials no one had thought to combine and challenging every unwritten rule of the craft. Since then, it has built a legacy on revolution, boldness, and a playful spirit that refuses to sit quietly on the sidelines.