- On February 12, 2026, Hublot announced BTS’ Jungkook as its latest worldwide brand ambassador in Seoul.
- According to CEO Julien Tornare, Jungkook exemplifies Hublot's "Art of Fusion" concept of perfection and creativity.
- The collaboration coincides with the recovery of the luxury watch market and BTS' global comeback impetus in 2026.
In a strategic partnership of music and high horology, Swiss luxury watchmaker Hublot has named BTS Jungkook as the newest Hublot brand ambassador, in a Seoul event on February 12, 2026. With such high-profile collabs under his belt, Jungkook has established himself as one of the most influential musicians of his generation, as well as an important figure in the brand’s future campaigns and global cultural outreach. Notably, BTS Jungkook, now Hublot ambassador, will also join the company’s list of prominent partners, alongside names like football star Kylian Mbappe, tennis legend Novak Djokovic, sprinter Usain Bolt, and artist Daniel Arsham.
BTS Jungkook Brand Ambassador of Hublot
CEO Julien Tornare pointed out that Jungkook's precision, passion, and willingness to push boundaries reflect the brand's own "Art of Fusion" ethos, which has been rooted in innovation since its 1980 debut. This "Art of Fusion" blends gold and rubber to its 2005 Big Bang revolution and the Big Bang Original Unico's 2026 reinvention which is designed with king gold, ceramic, and a checkerboard dial. Furthermore, the recently designated Hublot brand ambassador Jungkook stated that the relationship seemed like a "full circle" after singing Dreamers at the FIFA World Cup 2022, where the Swiss watchmaker acted as Official Timekeeper.
Big Bang Original Unico Watches via Hublot
Despite financial headwinds, the entire luxury watch business exhibits solid demand, including Hublot's parent group LVMH, which recorded €80.8 billion (~$9.58B) in revenue for 2025. Meanwhile, the official website of the Swiss watch industry indicated a positive growth in late 2025 following a 3% decline in 2024, signaling a continued strong market demand for high-end mechanical watches.
The partnership is timed to the global excitement of BTS' Arirang comeback and their 2026 world tour, blending Jungkook's huge cultural reach with Hublot's technological brilliance in watchmaking. The move heralds a new era of luxury marketing, laying the groundwork for cross-sector relationships in the modern era.
