Hublot Selects Jung Kook (BTS) as Global Ambassador

Hublot has officially announced Jung Kook, a member of BTS, as its new Global Brand Ambassador. The appointment ceremony took place in Seoul, marking a powerful collaboration between a global pop icon and a Swiss watchmaker that has reshaped the modern luxury watch industry.

This partnership represents a meeting of music, innovation, and contemporary luxury, reinforcing Hublot’s commitment to bold creativity and youthful energy.

The Connection Began at the 2022 FIFA World Cup

Jung Kook’s first meaningful connection with Hublot began at the 2022 FIFA World Cup in Qatar. During the global sporting event, he performed the official theme song “Dreamers”, while Hublot served as the tournament’s Official Timekeeper.

In an interview with WWD, Jung Kook revealed that he had not previously been particularly interested in watches. However, as he began considering owning a high-quality timepiece, he had the opportunity to explore Hublot’s craftsmanship more closely.

“Performing ‘Dreamers’ at the 2022 World Cup, with Hublot as the official timekeeper, was a moment where time and music seemed to connect. Now, collaborating with Hublot makes me feel like that moment has become complete.”

This symbolic connection between time and music laid the foundation for a deeper partnership.

A Harmonious Spirit and Energy

Jung Kook expressed admiration for the brand’s dynamic spirit and modern identity. According to him, Hublot is a brand that transcends age, combining youthful energy with a timeless aesthetic.

This perspective aligns perfectly with Hublot’s brand DNA. In 1980, the company disrupted the traditional watchmaking world by combining an 18K gold case with a rubber strap — a bold fusion of luxury and sport that redefined what a high-end watch could be.

That pioneering philosophy continues to shape every new release.

Big Bang Original Unico – An Icon of Creativity

The spirit of innovation lives on in the Big Bang Original Unico, unveiled in January 2026 during LVMH Watch Week in Milan.

Like an artist composing a song layer by layer, this timepiece reflects more than 20 years of Hublot’s technical expertise and creative evolution. The Big Bang Original Unico represents a perfect embodiment of the innovative mindset that Jung Kook pursues in his music career.

With its bold design and advanced in-house movement, the watch stands as a symbol of precision, artistry, and forward-thinking luxury.

A Special Moment for BTS

This collaboration arrives at a significant time as BTS prepares for a long-awaited reunion following their hiatus due to military service.

The group is scheduled to perform at Gwanghwamun Square on March 21 to celebrate their fifth studio album, Arirang. Shortly after, the documentary BTS: The Return will premiere on Netflix on March 27, ahead of the group’s world tour beginning in April 2026.

Hublot’s partnership with Jung Kook not only strengthens the brand’s global cultural presence but also connects luxury watchmaking with the vibrant energy of contemporary K-pop.