The HUBLOT brand was founded in Switzerland in 1980 and has always set itself apart with its innovative concept, which began with the unprecedented combination of gold and rubber. The ‘Art of Fusion’ concept, the visionary brainchild of Jean-Claude Biver, continues to shape the brand’s identity. In 2024, a fresh wind began to blow through Hublot with the appointment of Julien Tornare as CEO.

HUBLOT strives to continuously advance its long-established innovative expertise, guided by the brand philosophy ‘Be first, different and unique’. With its pioneering and innovative spirit, creating new materials (scratch-resistant Magic Gold, ceramic in bold colours, sapphire) and manufacture movements (UNICO, Meca-10, Tourbillon), HUBLOT is always one step ahead.

HUBLOT is a Haute Horlogerie brand with a vision for the future, linking into the most important events of the time and affiliating with the most prominent personalities as brand ambassadors.

As part of its ‘Art of Fusion’ concept, HUBLOT strives to create a perfect symbiosis between functionality, construction and design. The brand has developed a whole range of unique movements that are used in a variety of ways, from standard watches to disruptive watch concepts. A unique design of the Unico automatic chronograph. An unparalleled power reserve of Meca-10, Tourbillon and MP-11 calibres. A revolutionary approach with the MP-05, featuring 11 barrels and 50-day power reserve.

From the manufacture of micro-components for movements to cases and dials, from basic research to the development of innovative materials, watchmakers, physicists, chemists and engineers work together under the same roof with perfect synergy, creating extraordinary watches that continually push technical and aesthetic boundaries.

Looking to the future, HUBLOT is focusing on a new form of watchmaking that combines innovation and tradition, high-tech craftsmanship, mechanical precision and the beauty of its manufacture movements.

For the 20th anniversary of the legendary Big Bang, Hublot has chosen an equally iconic and unexpected partner: Choupette, the world’s most famous cat. A symbol of unapologetic individuality and luxury, Choupette stars in a campaign that breaks all conventions—true to Hublot’s disruptive spirit.

Since its debut in 2005, the Big Bang has redefined the world of haute horlogerie with revolutionary materials, bold design, and unconventional craftsmanship. Now, Choupette brings fresh energy to this celebration: a diva without a wrist, yet the perfect embodiment of the Big Bang’s daring and playful character.

The new brand tagline, “Own It,” is a bold, unapologetic call to action. Directed by visionary photographer Carlijn Jacobs, the campaign merges high-fashion visuals with the rawness of internet culture—behind-the-scenes footage, memes, and irony challenge traditional luxury narratives.

At the heart of the campaign are three standout pieces: the Big Bang 20th Anniversary Red Magic, the Tourbillon Yellow Neon Saxem, and the Titanium Ceramic. Each is showcased by strong, unconventional personalities, starting with Choupette herself.

Julien Tornare, CEO of Hublot, states: “This campaign celebrates boldness, style, and radical creativity. The Big Bang is more than a watch—it’s a statement. Choupette mirrors our philosophy perfectly: unique, stylish, and unafraid to be different.”