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Hublot announces K-pop star Jung Kook as global brand ambassador
By Shivani Dubey | 12 February 2026 | Culture, Design, Style
Jung Kook, the Grammy-nominated multi-hyphenate and member of K-pop sensation BTS, has joined Hublot as global brand ambassador
Hublot has announced that Jung Kook, global artist and member of the Korean pop sensation BTS, is its new global brand ambassador.
The five-time Grammy-nominated singer, dancer, songwriter, and producer, is widely recognised as the most successful Asian solo artist in history, redefining what it means to be original – a value he shares with Hublot.
From the first fusion of gold and rubber in 1980, to the Big Bang in 2005 and now the reinvention of the Big Bang Original Unico, Hublot has turned innovation into identity. Jung Kook mirrors that same spirit: blending genres, creativity, emotions and instinct.
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Jung Kook wearing the recently-launched Big Bang Original Unico isn’t a coincidence either. The watch carries 20 years of Hublot history, built layer by layer, just as the artist builds himself song by song. The brand believes that the watch serves as a meaningful partner that aligns with his individual style and artistic direction, rather than a symbol of any singular narrative.
Speaking about the partnership, Jung Kook reminisced about crossing paths with Hublot at the FIFA World Cup in 2022.
“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. 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,” he says.
Becoming Hublot’s brand ambassador is new experience for him, says Jung Kook, one born right as he started getting interested in watchmaking and properly owning a luxury watch of his own.
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“This is a new experience for me personally, so I’m really looking forward to it. Since this is almost my first time becoming an ambassador for a watch brand, it feels especially meaningful. Through this opportunity, I hope to get to know Hublot more deeply and build a greater affection for watches as well,” he says.
Hublot CEO Julien Tornare, meanwhile, expressed how Jung Kook reflects Hublot’s spirit of “willingness to push boundaries”, making him the perfect ambassador for the brand.
“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,” says Julien. “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.”