South Korean artist Jung Kook becomes Hublot’s new Global Ambassador, leading a partnership that unites music, innovation and Swiss haute horlogerie.
Swiss watchmaker Hublot has officially announced Jung Kook, member of BTS, as its new Global Ambassador, cementing a collaboration that connects two worlds defined by innovation and distinctive identity. The unveiling took place in Seoul, symbolising the meeting point between Swiss watchmaking heritage and one of the most influential figures in global pop.
The bond between artist and brand is rooted in a shared concept: fusion. From its debut in 1980 to the launch of the iconic Big Bang in 2005, Hublot has built its DNA around the combination of materials and disciplines. In parallel, Jung Kook has shaped his career by blending musical genres, creativity and on-stage precision.
At the centre of this new chapter is the Big Bang Original Unico, described by the House as an extension of the singer’s creative code. More than an accessory, the timepiece represents a layered construction, mirroring the performer’s artistic process.
The brand’s CEO highlighted the artist’s generational influence, while Jung Kook revealed that his appreciation for watchmaking grew as he came to understand the history and unique identity of the Maison.
With this partnership, Hublot reaffirms its strategy of aligning haute horlogerie with global cultural figures, shaping a narrative where luxury and creativity meet with authenticity.
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