Swiss luxury watchmaker Hublot just hit another cultural apex by officially naming Jung Kook—global Pop titan and BTS megastar—as its newest Global Ambassador, unveiling the partnership with a high-calibre launch in Seoul that’s already dominating fashion and music spheres.
What makes this collaboration more than just a celebrity endorsement is the philosophical sync between Hublot’s heritage and Jung Kook’s creative essence. The Swiss maison has built its identity around fusion—a design ethos that blends tradition with unexpected innovation. Jung Kook’s artistic journey mirrors that same ethos, layering genres, emotions, and performance into a singular global language that resonates from Seoul to New York and beyond.
At the heart of the announcement is the Big Bang Original Unico, a timepiece Hublot describes not as an accessory but an extension of Jung Kook’s “creative code”. Like the watch itself—meticulously built layer by layer—Jung Kook has crafted his international impact not by shortcuts but by expanding boundaries and rewriting rules.
Hublot CEO Julien Tornare framed Jung Kook as “one of the most influential artists of his generation”, praising his precision, passion and innovation—qualities that align with the brand’s own trailblazing spirit. Jung Kook shared that whilst he wasn’t initially a watch enthusiast, he came to admire Hublot’s confidence and timeless identity, making this partnership feel genuinely rooted in mutual respect.
This move doesn’t just elevate Hublot into the cultural conversation of the next decade—it signals how luxury and youth culture now intersect, rewriting what it means to define status, creativity and influence in 2026.
