Known for rewriting the rules of luxury, Hublot is the antithesis of quiet design. It challenges the status quo of watchmaking with bold product design and just like the timepieces themselves, Hublot wearers aren’t afraid to stand out. Two decades ago, the introduction of the Big Bang collection ignited a shift in the industry by daring to fuse unconventional materials and disregard traditional tropes of the category. Hublot and its Big Bang have gone from one showstopper to another, building on a spirit of revolution, audacity and playfulness. With many world-firsts and genre-defying feats, the Big Bang will go down in history as the first truly iconic watch of the 21^st century and a beacon of creativity in a field that’s usually confined by history and tradition.

The campaign unveils Hublot’s new tagline – “Own It”. A bold and unapologetic call to action, and an uncompromising mindset. This new mantra perfectly captures the authentic, loud, and polarising spirit of the brand. Extending that fearless attitude to its new campaign, Hublot has chosen the one and only Choupette, who doesn’t have a wrist or know how to tell the time. Choupette, a cultural icon known for her haute lifestyle and unfiltered personality, brings her signature attitude to a campaign that celebrates outrageous confidence and radical individuality that define both her and Hublot.

Julien Tornare, Hublot’s CEO says: “The Big Bang represents a revolution in watchmaking, a perfect union of tradition and modernity. While remaining rooted in the values of luxury watchmaking, such as artisanal quality and attention to detail, Hublot has managed to position the Big Bang as a disruptor within an industry that has traditionally seen little design innovation. This is what sets us apart. With our new campaign, we want to celebrate the courage to break the mold and experiment without fear of going beyond.”

Captured by visionary photographer Carlijn Jacobs, the campaign unfolds in a series of striking, high fashion visuals interspersed with meme-inspired content. With this, Hublot embraces the new language of luxury on social media, engaging people with storytelling, playfulness and unpredictability.

From ‘failed’ takes to Choupette’s diva moments, the campaign is far from another polished luxury marketing campaign. Including behind-the-scenes footage it offers a rare, self-aware glimpse into a luxury world that doesn’t take itself too seriously. Putting this low filter lens on high luxury allows Hublot to break the fourth wall and bring its audience into the moment, rather than observe from afar.

The campaign commenced on 1^st May where Choupette is seen on TikTok and Instagram modelling the Big Bang 20^th Anniversary Red Magic. Throughout the month, the spotlight shifts to two more icons: the striking Big Bang Tourbillon Automatic Yellow Neon Saxem, worn by a chic mysterious lady in a statement faux-fur coat, and the Big Bang 20^th Anniversary Titanium Ceramic piece, seen on a powerful athlete unapologetically working out right in a gym locker.

In 1980 and for the first time, a watch dared to put a gold case on a rubber strap, turning the luxury watch world upside down in the process. Named for the porthole-shaped bezel with its exposed screws, Hublot was born and with it, the Art of Fusion.

In 2005 the brand took this exercise in creative thinking to a new level with the Big Bang and its iconic design, size and layered construction case. That same year, Hublot received the Best Design award at the Grand Prix d’Horlogerie de Genève. Since then, spurred by this revolutionary mindset, the Big Bang has never stopped reinventing itself. The twenty-first century has its first watch Icon.

The concept of fusion is omnipresent, the guiding principle for every collection. Big Bang timepieces reshape the geometries of time; Classic Fusion balances boldness and restraint, while the Exceptional Timepieces overwrite expectations to create unprecedented horological objects. With its disruptive approach of challenging convention, Hublot’s DNA is transcribed in the Unico, Meca-10 and tourbillon in-house movements, to add another tier of meaning to the Art of Fusion.

Alchemy is ingrained into Hublot and not just at La Manufacture. Magic can take place on a football pitch, producing partnerships with major events (FIFA World Cup™ 2010, 2014, 2018, 2022, Premier League, UEFA Champions League and UEFA Euro™). Sometimes it happens at a concert, a basketball match, an artistic performance or at a unique gastronomic experience with Hublot’s family of starred Chefs. And so, the Hublot Vibes come to life, through shared moments of exaltation amongst the Hublotistas, its very own community of proud Hublot owners. The Art of Fusion goes beyond the tangible. It is a way of being, the Hublot way of life.


In 2005 the Big Bang marked the advent of a new era in watchmaking, more closely attuned than ever to the privileges of its name. Few timepieces have transformed contemporary watchmaking like the Big Bang. Twenty years after its launch, it remains the incarnation of a Manufacture that constantly pushes the boundaries of the unknown. Through exclusive materials and in-house movements, led by the Unico and the Meca-10, the Big Bang breaks with tradition —a notion it has never completely embraced. Singular for its bold aesthetic, plural for its versatility, this is the Big Bang.