Karl Lagerfeld’s cat becomes the star of a Swiss watch campaign

A fluffy model

To mark the 20th anniversary of its iconic Big Bang watch, Swiss brand Hublot made an unexpectedly elegant and ironic move — by inviting none other than Choupette the cat to star in its latest campaign.

The beloved pet of the late Karl Lagerfeld, the blue-eyed Birman — often called the world’s most famous and pampered cat — is once again in the spotlight. Lagerfeld famously left her part of his inheritance, and she is now cared for by his former housekeeper. Choupette is more than just a pet — she’s a cultural phenomenon with a distinct personality, recognizable style, and strong media presence.

«She doesn’t have wrists, but she certainly knows how to tell the time,»Hublot notes with irony in its press release. Choupette’s image in the campaign embodies the values of the Big Bang: bold individuality, confidence, and a love for flamboyance.

In photographs taken by Carlijn Jacobs, Choupette poses in a stylized setting alongside the Big Bang 20th Anniversary Red Magic model. One shot is playfully provocative: the cat lounges calmly on crimson velvet with a glass of milk and the vibrant watch taking center stage. In another, she appears in a video, replacing the model’s head and gazing thoughtfully at the Hublot dial, as if checking the time.

This campaign is yet more proof that Hublot isn’t afraid to break the mold and think outside the box. And Choupette is the perfect muse for such a milestone.

For reference, the first Big Bang model, launched in 2005, won the Best Design award at the Grand Prix d’Horlogerie de Genève — often called the «Oscars» of watchmaking.

Photo: Hublot