K-pop meets Swiss precision: Jungkook becomes Hublot’s new global ambassador

Swiss luxury watchmaker Hublot has named BTS member Jeon Jung-kook as its newest global ambassador , marking a full-circle moment from his headline performance of Dreamers at the 2022 FIFA World Cup in Qatar , where Hublot served as the tournament’s official timekeeper.

Announcing the partnership, Hublot CEO Julien Tornare praised Jung-kook’s dedication to excellence and creativity, saying his precision and passion reflect the brand’s signature “Art of Fusion” philosophy . The K-pop star will appear in global campaigns promoting the Big Bang Original Unico chronograph , one of Hublot’s flagship timepieces.

Promotional posters featuring the 28-year-old singer dressed in tailored white suits have appeared across prominent areas of Seoul, including Gangnam , drawing attention from fans and luxury watch enthusiasts alike.

With this appointment, Jung-kook joins an elite lineup of Hublot ambassadors that includes footballer Kylian Mbappé and tennis legend Novak Djokovic .

Jung-kook is already a major figure in the global fashion and luxury market. He currently serves as the global ambassador for Calvin Klein , representing both its Jeans and Underwear lines, and has fronted several international campaigns for the American fashion brand. The Hublot partnership further expands his presence in the high-end luxury segment.

The announcement comes as anticipation builds for BTS’s long-awaited reunion and world tour, scheduled to begin on April 9, 2026 , following the completion of the members’ mandatory military service, marking the group’s return to global stages after a multi-year hiatus.

Hublot’s collaboration with Jung-kook highlights the increasing influence of K-pop stars in the luxury industry, as global brands continue to tap into their worldwide fan base and cultural reach.