Hublot Officially Names Jung Kook as Global Ambassador

Summary

• Hublot officially named BTS’s Jung Kook as Global Ambassador, launching the partnership with a celebratory event in Seoul
• The collaboration highlights shared originality, aligning Hublot’s “fusion” philosophy with Jung Kook’s genre-blending artistry

Swiss luxury watchmaker Hublot has officially welcomed Jung Kook of BTS as its newest Global Ambassador. The partnership was inaugurated with a celebratory announcement in Seoul, South Korea, marking a symbolic convergence of two forces that have redefined their respective fields. This collaboration highlights a shared ethos of originality, where Hublot’s history of “fusion” – spanning from its 1980 debut to the release of the Big Bang in 2005 – mirrors Jung Kook’s own career of blending genres, creativity and instincts.

The alignment between artist and brand is rooted in a mutual commitment to pushing boundaries. Hublot CEO Julien Tornare described Jung Kook as “one of the most influential artists of his generation,” praising his precision, passion and willingness to innovate as reflections of Hublot’s spirit. Jung Kook echoed this sentiment, noting, “I’ve always admired the brand’s confidence, its craftsmanship, its way of creating its own path.” He revealed that while he was not initially interested in watches, his appreciation grew as he learned more about Hublot, recognizing its “unique identity and story.”

Central to this campaign is the Big Bang Original Unico, a timepiece Hublot describes as an “extension of [Jung Kook's] creative code” rather than a mere accessory. Just as the watch is built layer by layer, Jung Kook builds his artistic identity song by song, making the model a meaningful partner for his evolving journey. The artist observed that the brand carries a distinct duality, characterized by a “youthful energy” that simultaneously holds a “sense of timelessness” — a quality that stood out to him when he first considered owning a proper timepiece.

Reflecting on the personal significance of the ambassadorship, Jung Kook described it as a new experience and expressed his desire to deepen his affection for watches. When asked who he would first gift a Hublot to, he generously listed his family, fellow BTS members, friends, and “if I could, ARMY as well.” This connection to his fanbase remains paramount, as he emphasized that performing for ARMY is the moment he feels “truly alive as a singer,” grounding his global success in genuine human connection.ess in the genuine human connections that define his career.