This work presents a watermarking technique in digital images using a brightness model and the Hermite Transform (HT). The HT is an image representation model that incorporates important properties of the Human Vision System (HVS), such as the analysis of local orientation, and the model of Gaussian derivatives of early vision. The proposed watermarking scheme is based on a perceptive model that takes advantage of the masking characteristics of the HVS, thus allowing the generation of a watermark that cannot be detected by a human observer. The mask is constructed using a brightness model that exploits the limited sensibility of the human visual system for noise detection in areas of high or low brightness. Experimental results show the imperceptibility of the watermark and the fact that the proposed algorithm is robust to most common processing attacks. For the case of geometric distortions, an image normalization stage is carried out prior to the watermarking.