Famous Swiss luxury watchmaker Hublot has officially welcomed BTS' Jung Kook as their Global Ambassador. The partnership was celebrated at a special event in Seoul, South Korea, marking the joining of two influential forces in their respective fields. This collaboration demonstrates their shared originality, where Hublot's “fusion” philosophy from 1980 to the Big Bang release in 2005 is similar to Jung Kook's ability to blend different genres and creativity.
The relationship between the artist and the brand is based on their mutual commitment to innovation. According to Julien Tornare, CEO of Hublot, Jung Kook is one of the most influential artists of his generation, known for his precision, passion, and willingness to innovate — qualities that reflect the spirit of Hublot. Jung Kook also said, “I’ve always admired the brand’s confidence, craftsmanship, and uniqueness.” Although he wasn't immediately interested in the watch, his appreciation grew as he got to know Hublot better and their unique identity and story.
At the center of the campaign is the Big Bang Original Unico, a timepiece that Hublot describes as an extension of Jung Kook's creative code. Just as a watch is built layer by layer, Jung Kook builds his artistic identity song by song, making this model an essential partner in his continued development. He also noticed that the brand had a duality: “youthful energy” coupled with a sense of timelessness, a quality that appealed to him when he first considered buying a fine watch.
For Jung Kook, this ambassadorship is a new experience and has allowed him to love the world of watches even more. When asked who he would first give a Hublot to, he mentioned family, BTS members, friends, and even ARMY. He values the connection with his fanbase, because with every performance for ARMY, he feels truly alive as a singer, and this is where his global success is based on genuine human connection.
