You could hear the bass before you hit the stairs.

The sound grew louder down the steps and into the basement of The Miami Beach Edition. At the bottom, darkness opened into a hall showcasing a lineup of illuminated timepieces: Big Bang.

Hublot marked the 20th anniversary of its flagship collection during Miami Art Week on Thursday night with a display of boldness — seen first in the Swiss brand’s signature models, which included the $21,700 Titanium Ceramic, crafted from Grade 5 titanium with an atypical frame and finished with a black ceramic bezel. Other styles approached $40,000 and beyond, highlighting Big Bang as one of Hublot’s defining modern designs.

That boldness extended to the line’s campaign this year, fronted by Choupette, the blue-eyed Birman long associated with Karl Lagerfeld. Paired with the new tag line “Own It,” the choice reflects Hublot’s interest in pushing outside traditional luxury norms — a nod to the spirit that has shaped the Big Bang since its 2005 launch, when the original model earned the Best Design award at the Grand Prix d’Horlogerie de Genève.

It also matched the energy of the evening itself. Guests drifted past the glowing displays — snapping photos along the way — and into a room lured by purple rays of light and the thump of a deeper beat. The bar offered chilled gin and tonics and glasses of Miami Vice, a mix of Belvedere Vodka, lemon, vanilla and passion fruit that suited the warm, tropical air.

At a roped-off VIP section, Ty Dolla $ign settled in early before the area filled with more faces, including Leon Bridges and Tyriq Withers. In the main crowd, Josh Richardson moved through the space as a wave of guests including Julez Smith Jr. poured in, arriving just in time for the performance.

It grew tighter as bodies edged closer to the stage. A little after 10 p.m., the lights shifted as 50 Cent stepped out to a roar. The audience erupted into nostalgia as he ran through hit after hit, iPhones shooting into the air to capture every moment — with “In Da Club” getting the biggest cheers.

It was loud, bold and unmistakably Hublot.