Hublot Names BTS Star Jung Kook as Global Brand Ambassador in Landmark Watchmaking–Music Partnership
Hublot has officially announced global pop sensation Jung Kook as its new Global Brand Ambassador, marking a high-profile collaboration that bridges the worlds of Swiss watchmaking and contemporary music culture. The appointment was celebrated in Seoul, underscoring the global resonance of both the luxury watch house and the 21st-century pop icon.
Best known as a member of BTS and a chart-topping solo performer, Jung Kook represents a generation of artists who redefine genre and global influence. For Hublot, the partnership reflects its long-standing philosophy of fusion of materials, ideas, and now, cultural forces.
Founded on bold experimentation, Hublot first disrupted traditional horology in 1980 by fusing gold with rubber, an unconventional pairing that reshaped perceptions of luxury sports watches. The maison amplified that spirit in 2005 with the launch of the Big Bang, a model that would become one of the most recognisable designs in modern watchmaking.
In 2026, the brand revisits its roots with the reinvention of the Big Bang Original Unico, aligning the launch with Jung Kook’s appointment. The timing signals more than a marketing milestone; it underscores a shared narrative of reinvention and evolution.
“Performing ‘Dreamers’ at the FIFA World Cup in 2022, with Hublot as Official Timekeeper of the competition, was a moment where time and music felt connected,” Jung Kook said. “Now, collaborating with Hublot feels like that moment coming full circle. I’ve always admired the brand’s confidence, its craftsmanship, and its way of creating its own path.”
Hublot served as Official Timekeeper at the 2022 FIFA World Cup, a global stage where music and precision intersected foreshadowing what has now become a formal partnership.
Julien Tornare, CEO of Hublot, described the appointment as a natural alignment. “Jung Kook is one of the most influential artists of his generation. His precision, his passion and his willingness to push boundaries reflect the very spirit of Hublot. Just as we continuously rethink, refine and re-engineer our creations from the fusion of materials to the mastery of our in-house movements, Jung Kook carries the spirit of evolution, always transforming, always original. We are honored to welcome him into the Hublot family.”
Beyond Appearances: Craft Meets Creative Identity
At the heart of the collaboration is the idea that true innovation lies beneath the surface. Hublot’s identity is rooted in technical mastery particularly in the development of its in-house Unico movement and its continued exploration of material fusion.
Likewise, Jung Kook’s artistic journey, which began with his stage debut in 2013, has been defined by experimentation and emotional depth. Blending genres and performance styles, he has cultivated a sound and persona that resonate globally while remaining distinctly personal.
The 2026 ambassador announcement coincides with the relaunch of the Big Bang Original Unico, a timepiece that revisits the design codes that established Hublot’s modern legacy two decades ago.
Why the Big Bang Original Unico Reflects Jung Kook’s Evolution
The Big Bang Original Unico, unveiled in January 2026, represents twenty years of design evolution from the original 1980 fusion concept to the disruptive 2005 Big Bang and its contemporary reinterpretation.
Engineered layer by layer, the watch mirrors the structured progression of Jung Kook’s career built song by song, performance by performance. Rather than serving as a mere accessory, the timepiece aligns with his artistic direction and ongoing reinvention.
Hublot describes the Big Bang Original Unico not simply as a watch, but as an extension of creative identity. In Jung Kook’s case, it becomes a symbolic convergence of craftsmanship and cultural influence where technical precision meets global pop artistry.
As luxury brands increasingly seek authentic connections with next-generation audiences, the Hublot–Jung Kook partnership stands out as a strategic meeting point between heritage watchmaking and the evolving language of music.