Reading Time: 2 min.
Two decades ago, the arrival of the Big Bang collection marked a shift in the industry by daring to fuse unconventional materials and challenge traditional codes. Since then, Hublot and its Big Bang have gone from one revolution to another, consolidating a spirit of innovation, daring, and fun. With multiple world firsts and groundbreaking achievements, the Big Bang secures its place in watch history as the first iconic watch of the 21st century; a symbol of creativity in a field usually limited by tradition.
The campaign reveals Hublot’s new slogan: Own It. A bold and unapologetic call to action, it embodies the brand’s unwavering attitude. To portray this fearless philosophy, Hublot chose the legendary Choupette, who doesn’t even have a wrist or know how to tell time. A cultural icon for her high-end lifestyle and unfiltered personality. Choupette brings her unique attitude to a campaign that celebrates the boundless confidence and radical individuality she and Hublot represent.
Captured by visionary photographer Carlijn Jacobs, the campaign unfolds in high-fashion visuals mixed with meme-like content. In doing so, Hublot embraces the new language of luxury on social media, focusing on storytelling, humor, and surprise.
From failed shots to Choupette’s diva moments, this campaign strays from polished, conventional luxury marketing. Featuring behind-the-scenes footage, it offers an honest and playful look at a world of luxury that doesn’t take itself too seriously. By lowering the aspirational filter, Hublot breaks the fourth wall and invites its audience to live in the moment, not just observe it.
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