Jungkook × Hublot

When Global Stardom Meets Swiss Watchmaking

• On Thursday, February 12, 2026, Swiss luxury watchmaker Hublot officially announced Jungkook as its newest Global Brand Ambassador, marking a significant crossover between contemporary pop culture and high-end horology.

As part of the partnership, Jungkook will front global Hublot campaigns and appear at major brand events worldwide, joining what the company describes as its elite roster of “groundbreakers.”

A Strategic Choice Rooted in Precision and Passion

Announcing the collaboration, Hublot CEO Julien Tornare highlighted the natural alignment between the artist and the brand.

“Jung Kook is one of the most influential artists of his generation. His precision, his passion, and his willingness to push boundaries reflect the very spirit of Hublot.”

The statement underscores why this partnership feels deliberate rather than decorative — both Jungkook and Hublot are known for redefining expectations within their respective fields.

From the World Stage to Swiss Horology

The collaboration also carries symbolic weight. Jungkook previously performed “Dreamers” at the FIFA World Cup in 2022, where Hublot served as the official timekeeper of the tournament.

Reflecting on that moment, Jungkook shared:

“Performing at the FIFA World Cup with Hublot as Official Timekeeper was a moment where time and music felt connected. Now, collaborating with Hublot feels like that moment coming full circle.”

The announcement event, held in Seoul, South Korea, brought that connection full circle — transforming a shared global stage moment into a formal partnership.

The Watch at the Center of the Collaboration

At the launch event, Jungkook was seen wearing the Big Bang Original Unico in King Gold Ceramic, one of Hublot’s most iconic designs.

The Big Bang Original Unico, introduced as part of Hublot’s recent innovations, represents over two decades of technical mastery, combining bold materials with advanced movement engineering — a philosophy that mirrors Jungkook’s own genre-blending artistry.

Why This Partnership Works

Hublot has built its reputation on fusion. Since its founding in 1980, the brand has consistently challenged traditional luxury norms — famously pairing gold with rubber, and later redefining modern watchmaking with the Big Bang collection in 2005.

Similarly, Jungkook’s career with BTS has been defined by emotional range, technical precision, and creative risk-taking.

This shared mindset makes the collaboration feel organic:
a meeting point between musical innovation and horological craftsmanship.

A Growing Presence in the Luxury World

The Hublot endorsement follows Jungkook’s appointment as Global Ambassador for Chanel Fragrance & Beauty in December, further cementing his position within the global luxury landscape.

He also continues his association with Calvin Klein, having previously served as ambassador for both Calvin Klein Jeans and Underwear.

Together, these partnerships signal a carefully curated transition — from global pop icon to cross-industry cultural figure.

A New Chapter Begins

With this announcement, Jungkook officially steps into the world of Swiss watchmaking, representing a brand that values originality, confidence, and technical excellence.

As Hublot continues to bridge tradition with innovation, and Jungkook continues to expand his influence beyond music, this collaboration stands as a clear example of how modern luxury is increasingly shaped by cultural relevance — not just heritage.