Swiss brand Hublot has launched an anniversary campaign dedicated to the 20th anniversary of its iconic Big Bang collection. In the center of the project was one of the most recognizable "icons" of the fashion world — the cat Choupette, owned by Karl Lagerfeld. The move is part of the company's strategy to redefine luxury brand communication and push the boundaries of traditional marketing.
The Big Bang collection, first introduced in 2005, was a watershed moment in the history of the watch industry. The use of innovative materials, multi-layered construction and rejection of classical canons allowed Hublot to gain a foothold in the segment where revolutionary approaches and bold design solutions are valued. Over two decades, Big Bang has become a symbol of audacity and creativity, as well as one of the most recognizable products in the Swiss watch industry.
As part of the anniversary, the brand introduced a new slogan "Own It". It expresses the philosophy of absolute confidence and individuality, emphasizing the company's ambition in an era when not only skill is valued, but also originality of presentation.
Choupette's involvement in the campaign highlights a shift in marketing strategies in the luxury industry. The cat, known for its "star" reputation, has become a symbol of courage and individuality. The high-fashion shoot, complete with visual techniques inspired by digital culture and memes, demonstrates Hublot's willingness to embrace new social media communication formats.
The special feature of the campaign is to avoid excessive "glossiness" and focus on behind-the-scenes moments, which creates the effect of engaging the audience. This approach allows the brand to speak the language of new generations of consumers, while maintaining its status as an industry leader.
The Choupette campaign has become an indicator of how premium brands are adapting to a changing market, where not only material value is important, but also emotional interaction with the customer. For Hublot, this is an opportunity to consolidate the company's position as one of the most innovative players in the luxury watch sector.
