Hublot has named Jung Kook its new Global Brand Ambassador, formally linking the Swiss watchmaker to one of K-pop’s most influential solo artists and members of BTS. Announced in Seoul, South Korea, on February 12, 2026, the partnership is framed as a meeting of two forces that redefined what it means to be original.
A watchmaker meets a global pop icon The announcement positions Hublot’s Art of Fusion philosophy alongside Jung Kook’s genre-blending, emotion-driven approach to music. The brand explicitly connects
its own milestones, from the first fusion of gold and rubber in 1980 to the Big Bang in 2005 and the new Big Bang Original Unico in 2026, with Jung Kook’s evolution since his 2013 debut.
By calling the collaboration a convergence, Hublot leans into narrative rather than simple endorsement, suggesting a shared language of experimentation and reinvention. It also deepens the brand’s ongoing bet on cultural partnerships across sport, music, and art.
Jung Kook’s perspective on the partnership Reflecting on the relationship, Jung Kook said, “Performing Dreamers at the FIFA World Cup in 2022, with Hublot as Official Timekeeper of the competition, was a moment where time and music felt connected. Now, collaborating with Hublot feels like that moment coming full circle.
I’ve always admired the brand’s confidence, its craftsmanship, its way of creating its own path.” Hublot’s view: why Jung Kook Julien Tornare, Hublot CEO, affirmed, “Jung Kook is one of the most influential artists of his generation,” highlighting his precision, passion, and boundary-pushing mindset as a natural fit for Hublot…
