Hublot has officially appointed Jung Kook, the globally renowned artist and member of the popular group BTS, as its new Global Brand Ambassador. This announcement, made on February 12, 2026, in Seoul, symbolizes a remarkable convergence of the worlds of watchmaking and music, showcasing how both have redefined originality in their respective fields.
Jung Kook’s appointment comes at a time when Hublot continues to celebrate its legacy of innovation. The brand has a rich history, dating back to its groundbreaking fusion of gold and rubber in 1980, which transformed modern horology. More recently, Hublot has made headlines with its Big Bang collection, which debuted in 2005 and has since established itself as a hallmark of contemporary watch design.
Julien Tornare, CEO of Hublot, praised Jung Kook, stating, “He is one of the most influential artists of his generation. His precision, passion, and willingness to push boundaries reflect the very spirit of Hublot.” Tornare emphasized that both Jung Kook and Hublot share a commitment to continuous evolution and originality.
Reflecting on his partnership with the brand, Jung Kook expressed a deep admiration for Hublot’s craftsmanship and innovative approach. He noted, “Performing ‘Dreamers’ at the FIFA World Cup in 2022, with Hublot as the Official Timekeeper, was a moment where time and music felt connected. Now, collaborating with Hublot feels like that moment coming full circle.”
Fusion of Craftsmanship and Creativity
The collaboration between Jung Kook and Hublot is more than just a marketing strategy; it represents a fusion of artistry and craftsmanship. Hublot has built its identity on innovation, known for its unique approach to materials and design. The brand’s recent launch of the Big Bang Original Unico in January 2026 exemplifies this philosophy, showcasing two decades of mastery in watchmaking.
The Big Bang Original Unico serves as a fitting embodiment of Jung Kook’s artistic journey, paralleling his evolution as an artist who blends genres and emotions into his music. Hublot’s timepieces are not merely functional; they are expressions of identity, much like Jung Kook’s artistic output. The watch is designed to reflect individuality, aligning seamlessly with Jung Kook’s personal style and creative direction.
Jung Kook’s career, which began in 2013, has been characterized by an ongoing exploration of different musical styles and emotional depth, making his partnership with Hublot a natural fit. The Big Bang Original Unico symbolizes innovation and artistry, making it a significant addition to his repertoire.
The Legacy of Hublot’s Innovations
Since its inception, Hublot has been at the forefront of the luxury watch industry, challenging conventions and setting new standards. The brand’s introduction of the Unico movement in 2010 marked a pivotal moment, showcasing Hublot’s dedication to independence and innovation. This movement is renowned for its robust design and technical advancements, making it a signature feature of Hublot watches.
The Unico movement includes several patented innovations, such as a front-facing column wheel and a silicon escapement, ensuring both precision and performance. These features highlight Hublot’s commitment to excellence and align with Jung Kook’s own dedication to his craft.
Through partnerships with major sporting events and artists, Hublot has cultivated a vibrant community of enthusiasts and collectors. The brand’s philosophy, encapsulated in the concept of the “Art of Fusion,” extends beyond watchmaking, creating a lifestyle that resonates with both luxury and creativity.
In welcoming Jung Kook as its Global Brand Ambassador, Hublot not only celebrates a partnership with a cultural icon but also reinforces its commitment to innovation and originality. As the brand continues to evolve, Jung Kook’s involvement signifies a new chapter that merges the worlds of music and watchmaking in a uniquely compelling way.
