Hublot Welcomes Jung Kook to Its Global Ambassador Roster

The alliance celebrates creative convergence, reflecting both the watchmaker’s hybrid vision and Jung Kook’s multifaceted sound.

Hublot

Swiss luxury wristwatch Hublot has formally appointed Jung Kook of BTS as its latest Global Ambassador. The alliance was officially announced in Seoul, South Korea, symbolising the merging of two entities that have transformed their respective domains. This partnership underscores a mutual commitment to innovation, as Hublot’s legacy of “fusion” – from its inception in 1980 to the introduction of the Big Bang in 2005 - parallels Jung Kook’s career of genre blending, invention, and intuition.

Hublot

The synergy between the artist and the brand is founded on a shared dedication to transcending limits. Hublot CEO Julien Tornare characterised Jung Kook as “one of the most influential artists of his generation,” commending his precision, enthusiasm, and propensity for innovation as embodiments of Hublot’s ethos. Jung Kook expressed this view, stating, “I have consistently admired the brand’s confidence, craftsmanship, and its unique approach.” He disclosed that although he was not originally captivated by timepieces, his admiration increased as he acquired more about Hublot, acknowledging its "distinct identity and narrative."

Hublot

The focal point of this campaign is the Big Bang Original Unico, a timepiece that Hublot characterises as a “extension of [Jung Kook's] creative code” rather than a simple accessory. Similar to the construction of a watch, Jung Kook meticulously develops his artistic identity incrementally with each song, rendering the model a significant companion in his transformative journey. The artist noted that the brand embodies a unique dichotomy, marked by a “youthful energy” but concurrently possesses a “sense of timelessness” – a trait that particularly resonated with him when he initially contemplated acquiring a genuine timepiece.

Jung Kook regarded the ambassadorship as a novel experience and articulated his aspiration to enhance his appreciation for timepieces. When enquired about whom he would initially present a Hublot to, he graciously enumerated his family, fellow BTS members, friends, and stated, “if possible, ARMY as well.” His connection to his following is essential, as he claimed that singing for ARMY is the time he feels “truly alive as a singer,” anchoring his global success in authentic human connection. The essence of authentic human interactions that characterise his profession.