Photo. Choupette, Karl Lagerfeld's fish, is an image of the Hublot Big Bang campaign.

The Big Bang collection, which has been launched for two decades, has revolutionized the luxury industry by combining tradition with innovation. The annual campaign highlights the heritage through a mixture of high-mode and high-contained images, including elements inspired by memes. The CEO Hublot, Julien Tornare, highlights that Big Bang continues to be a disruptor in the watch industry. Charles Lagerfeld's beloved daughter Choupette is the im…