Watches and jewelry
May 5, 2025
The brand has partnered with Choupette, the beloved cat of late Chanel design magnate Karl Lagerfeld, to elevate a collection known for using unconventional materials. Image credit: Hublot
By Amirah Keaton
Swiss watchmaker Hublot is staying rooted in a founding spirit of rebellion with a marketing presentation steeped in meme culture.
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","iv":"f2c4cb0dd8be7feca75ff004a6776d08","s":"40ce08e0b3620b50"}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