diff --git a/mercurial/commands.py b/mercurial/commands.py
--- a/mercurial/commands.py
+++ b/mercurial/commands.py
@@ -974,6 +974,9 @@
     if not names and (delete or rev):
         raise error.Abort(_("bookmark name required"))
 
+    if rev:
+        repo = scmutil.unhidehashlikerevs(repo, [rev], 'nowarn')
+
     if delete or rename or names or inactive:
         with repo.wlock(), repo.lock(), repo.transaction('bookmark') as tr:
             if delete:
diff --git a/tests/test-directaccess.t b/tests/test-directaccess.t
--- a/tests/test-directaccess.t
+++ b/tests/test-directaccess.t
@@ -186,3 +186,10 @@
   abort: hidden revision '2'!
   (use --hidden to access hidden revisions)
   [255]
+
+Setting a bookmark will make that changeset unhidden, so this should come in end
+
+  $ hg bookmarks -r 28ad74 book
+
+  $ hg bookmarks
+     book                      2:28ad74487de9