Hublot, never a brand to shy away from boldness, has unveiled its latest ambassador—and it’s none other than Choupette, the legendary Birman cat once adored by Karl Lagerfeld. To celebrate the 20th anniversary of its iconic Big Bang collection, the Swiss watchmaker partnered with the feline icon for a playful yet sharply styled campaign, captured by Carlijn Jacobs. Choupette lounges in scenes of extravagant whimsy, embodying Hublot’s new mantra: Own It.

Far from a gimmick, the collaboration taps into the spirit of audacious individuality that both Hublot and Choupette symbolize. As the Big Bang reasserts its place at the frontier of luxury watchmaking—blending radical design, tradition, and innovation—Choupette, ever the emblem of high-flying, unconventional glamour, proves to be the perfect companion for the brand’s next chapter.