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Jungkook Named Hublot's First Korean Global Ambassador
BTS's Jungkook officially joins Hublot as the Swiss watchmaker's first Korean global brand ambassador, fronting the Big Bang Original Unico campaign from a Seoul launch event in February 2026.
February 28, 2026
Jungkook (전정국) has officially joined the Hublot family. The Swiss luxury watchmaker announced the BTS vocalist and global solo act as its first-ever Korean global brand ambassador on February 12, 2026, marking the occasion with a celebratory event in Seoul. It is not just another celebrity deal. It is the convergence of two forces that have spent the better part of two decades redefining what originality means in their respective industries.
The Partnership That Makes Sense
Hublot built its identity on a single, then-radical idea: fusing gold with rubber. In 1980, that was a provocation. By 2005, when the Big Bang dropped, it had become a philosophy. The brand does not follow trends; it manufactures them. Jungkook operates the same way. Since his 2013 debut with BTS, he has built a solo voice that does not fit neatly into any lane, blending pop, R&B, and emotional directness in a way that has made him one of the most-streamed artists on the planet.
Hublot CEO Julien Tornare put it plainly: "His precision, his passion and his willingness to push boundaries reflect the very spirit of Hublot." Jungkook, for his part, noted that he was initially not particularly drawn to watches, but that learning Hublot's story changed things. "Its unique identity and story" stood out. Coming from an artist who has spent years building his own, that reads as genuine alignment, not just contractual talking points.
The Watch: Big Bang Original Unico
At the center of the campaign is the Big Bang Original Unico, launched in January 2026 to mark 20 years of the Big Bang lineage. The watch is built in 43mm and comes in four executions: titanium, Black Magic ceramic, titanium/ceramic, and King Gold ceramic. Each one is a statement of the "Art of Fusion" philosophy that has defined Hublot since the beginning.
The movement inside is the in-house MHUB1280 Unico, a self-winding flyback chronograph with a column wheel and dual-clutch system visible through a sapphire caseback. It runs at 4Hz, delivers a 72-hour power reserve, and is water resistant to 100 meters. For a watch that is also a campaign centerpiece, these are not afterthought specs.
Hublot frames the Big Bang Original Unico as an "extension of Jungkook's creative code," building layer by layer just as the artist builds himself song by song. The World Cup connection adds texture: Jungkook performed "Dreamers" at the 2022 FIFA World Cup, where Hublot served as Official Timekeeper. That moment, he said, was where "time and music felt connected." The 2026 ambassadorship feels like the completion of that arc.
The Jungkook Effect, Now in Swiss Watchmaking
The "Jungkook Effect" is well-established in brand circles. When Calvin Klein tapped him for its Spring 2026 denim campaign, search volumes spiked within hours of the announcement. Chanel named him a global ambassador for its Fragrance and Beauty division in December 2025. Now Hublot joins that list, extending his portfolio into high horology, a category that carries significant weight with collectors and luxury buyers worldwide.
This matters because Hublot is not chasing a demographic it already has. The brand is betting that Jungkook gives it meaningful reach into a younger, globally connected audience that has proven it will follow its artists into new territory. ARMY engagement with brand campaigns is not passive. It converts.
When asked who he would gift a Hublot to, Jungkook answered without hesitation: his family, his fellow BTS members, his friends, and, if he could, ARMY as well. It is the kind of answer that makes brand managers quietly very happy.
First Korean. Not Last.
Hublot has historically built its ambassador roster around elite sports figures and cultural icons from the West. Jungkook's appointment as the brand's first Korean global ambassador is a marker of how seriously Swiss luxury houses are now treating K-pop and the global cultural infrastructure behind it. This is not a regional ambassador role. It is a full global campaign, centered on Seoul, built for the world.
The trajectory is clear. Jungkook in 2026 holds a position in the luxury brand ecosystem that few artists in any genre have managed: simultaneous global ambassador roles across fashion, beauty, and now high watchmaking. What happens next on the music side will determine how the next chapter of these partnerships plays out.
