JOSHUA of SEVENTEEN has been named Friend of the House by Jaeger-LeCoultre, strengthening the growing connection between fine watchmaking and the global influence of K-pop.
The relationship between prestigious Swiss watchmakers and Asian music stars continues to grow stronger. This time, Jaeger-LeCoultre has officially announced JOSHUA, a member of global K-pop sensation SEVENTEEN, as its newest Friend of the House, marking a partnership that feels both authentic and strategically aligned.
Far from being an unexpected collaboration, the connection between the artist and the historic Swiss Maison has been developing for some time. JOSHUA has repeatedly demonstrated a genuine appreciation for fine watchmaking and, in particular, for the craftsmanship and heritage associated with Jaeger-LeCoultre. Over recent years, he has become one of the personalities most closely linked to the brand within the Asian music landscape.
That affinity became especially evident during Watches and Wonders Geneva 2026, one of the most important events in the international watchmaking calendar. JOSHUA’s appearance at the Maison’s space attracted significant attention from luxury enthusiasts, collectors and fans alike, further reinforcing the perception that the partnership was a natural progression rather than a marketing exercise.
The announcement was made through ‘The Hour Before’, Jaeger-LeCoultre’s interview series dedicated to exploring the personal stories, creative journeys and values of figures connected to the Maison. Through this platform, the Swiss brand highlighted qualities it believes JOSHUA embodies: discipline, dedication, precision and a relentless pursuit of excellence.
It is not difficult to understand why the Maison chose him. Within SEVENTEEN, JOSHUA is often recognised for his understated elegance, calm presence and sophisticated personal style. Unlike more flamboyant celebrity figures, he projects a refined image that aligns seamlessly with the identity of a company that has spent more than 190 years crafting some of Switzerland’s most respected timepieces.
The appointment also reflects a broader transformation taking place across the luxury industry. For decades, global brands primarily focused their ambassador strategies on Hollywood actors, elite athletes and international supermodels. Today, the rise of K-pop has dramatically reshaped that landscape. Korean artists now front campaigns for some of the world’s leading fashion, jewellery, beauty and watchmaking houses, helping luxury brands connect with younger and increasingly global audiences.
For Jaeger-LeCoultre, partnering with JOSHUA offers an opportunity to engage new generations without compromising its heritage-driven positioning. The Maison continues to champion craftsmanship, technical mastery and timeless elegance, but now does so alongside cultural figures capable of reaching millions of consumers across continents.
The collaboration also arrives at a moment when luxury consumers are seeking greater authenticity in brand partnerships. Rather than relying solely on celebrity visibility, successful ambassador relationships increasingly depend on shared values and genuine interest. JOSHUA’s longstanding appreciation for watchmaking helps strengthen the credibility of the partnership and gives it a deeper narrative beyond traditional endorsement.
For the artist himself, the appointment marks another significant milestone in a career that has long expanded beyond music. Between fashion, luxury, culture and entertainment, JOSHUA continues to establish himself as one of the most sought-after figures among international brands. As his influence grows globally, this new chapter with Jaeger-LeCoultre further confirms his position at the intersection of contemporary culture and timeless sophistication.
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