Jaeger-LeCoultre welcomes South Korean superstar IU as its newest Global Ambassador, uniting fine watchmaking, authenticity and artistic excellence in a partnership built on creativity and enduring craftsmanship.
Jaeger-LeCoultre has officially opened a new chapter in its history by announcing internationally acclaimed singer, songwriter and actress IU as its latest Global Ambassador. The appointment brings together one of the world’s most respected luxury watchmakers and one of South Korea’s most influential cultural figures, celebrating a shared philosophy centred on authenticity, creativity and the relentless pursuit of excellence.
The collaboration is unveiled through the Maison’s intimate interview series, The Hour Before, offering a rare glimpse into IU’s personal reflections on artistry, discipline and the values that have guided her remarkable career. More than a traditional ambassador announcement, the campaign explores the parallels between creative expression and the meticulous craftsmanship that has defined Jaeger-LeCoultre for nearly two centuries.
For IU, whose career has evolved from being affectionately known as Korea’s “little sister” to becoming one of Asia’s most celebrated performers, success has always been rooted in consistency rather than spectacle. Throughout the conversation, she reflects on the importance of remaining grounded despite international fame, revealing that home remains the place where she finds peace, organises her thoughts and develops many of her creative ideas.
That sense of stability mirrors the philosophy of Jaeger-LeCoultre, whose workshops have remained in Le Sentier, Switzerland, since the Maison was founded in 1833. Both the artist and the watchmaker demonstrate that true innovation often grows from unwavering dedication rather than constant change.
Looking back on her artistic journey, IU explains that her profession has become inseparable from her identity. Rather than viewing music and acting simply as careers, she describes them as the foundation of who she is today. When asked what achievement she values most, her answer reflects a mindset remarkably similar to that of a master watchmaker: remaining completely dedicated to her craft every single day.
The partnership feels particularly meaningful because of the natural connection between IU’s creative philosophy and one of Jaeger-LeCoultre’s most iconic timepieces: the Reverso. Originally introduced during the Art Deco era, the legendary watch has become synonymous with refined geometry, architectural elegance and timeless restraint.
Those qualities resonate deeply with the South Korean artist, who believes that simplicity often requires greater courage than excess. Rather than revealing everything at once, IU embraces subtlety, precision and emotional depth, qualities that have shaped both her music and her performances throughout an extraordinary career spanning more than a decade.
She also reflects on creativity itself, explaining that moments of emptiness are not obstacles but opportunities. Instead of fearing uncertainty, she sees it as the perfect space for imagination to flourish, allowing new ideas to emerge naturally. It is this willingness to explore the unknown that has enabled her to continually reinvent herself while remaining authentic to her artistic identity.
According to IU, two forces continue to drive her work. Privately, she is motivated by anxiety, a feeling that constantly pushes her to improve. Publicly, however, love remains the greatest source of inspiration, whether through her audience, collaborators or the stories she chooses to tell. Together, these emotions have helped shape one of the most respected creative careers in contemporary Asian entertainment.
To mark the beginning of the collaboration, The Hour Before presents IU assembling the intricate case of a Reverso timepiece while answering thoughtful questions about creativity, perseverance and craftsmanship. The film captures a quieter side of the artist, emphasising concentration, patience and attention to detail rather than glamour alone.
The partnership also carries an unexpected personal connection. Shortly before being approached by Jaeger-LeCoultre, IU had chosen one of the Maison’s watches as a gift for someone she deeply admired. During that visit, a handwritten note from a boutique advisor particularly moved her. The message read: “A beautiful watch brings beautiful time to its owner.”
Only days later, she received the invitation to become part of the Jaeger-LeCoultre family, a coincidence she has described as surreal and deeply meaningful.
