SEOUL, KOREA – Jeon Jungkook, the multifaceted singer and global star of K-pop phenomenon BTS, is expanding his influence beyond music into the world of luxury and lifestyle brands. In 2026, the 28-year-old artist continues to redefine what it means for a cultural icon to bridge entertainment, fashion, and craftsmanship — most recently with a landmark partnership with Swiss watchmaker Hublot.
A New Chapter with Hublot
Last February 12, 2026, Hublot officially announced Jungkook as its Global Brand Ambassador, marking one of the most high-profile luxury brand endorsements of his career. The celebration took place at an event in Seoul, where the watch maison highlighted how this collaboration connects two trailblazing forces: a pioneering voice in modern horology and one of the most influential artists of his generation.
Jungkook spoke about the partnership with a personal reflection on time and music, recalling his performance of Dreamers at the 2022 FIFA World Cup — where Hublot served as the Official Timekeeper — as a moment when “time and music felt connected.” He said stepping into a formal partnership feels like that moment coming “full circle,” expressing admiration for Hublot’s confidence, craftsmanship and boundary-breaking spirit.
For Hublot CEO Julien Tornare, the decision to bring Jungkook into the brand family was rooted in shared values. Tornare underscored Jungkook’s precision, creativity and constant evolution as reflective of Hublot’s own approach to watchmaking and design.
The Watch at the Heart of the Campaign
Central to the collaboration is Hublot’s Big Bang Original Unico — a bold reinterpretation of the brand’s iconic Big Bang model, built around two decades of innovation and reinvention. With its fusion of materials like titanium, ceramic and king gold, the timepiece symbolises both Hublot’s technical mastery and Jungkook’s artistic versatility.
Beyond Watches: A Broader Style Portfolio
While the Hublot partnership is his most recent announcement, it is not Jungkook’s first foray into luxury and fashion. In 2023, he was named global ambassador for Calvin Klein, fronting campaigns across Calvin Klein Jeans and Calvin Klein Underwear that played up minimalist tailoring and everyday essentials — a collaboration rooted in his personal affinity for the brand’s aesthetic.
More recently in late 2025, Jungkook expanded into beauty and fragrance as a global ambassador for Chanel Fragrance & Beauty, aligning his global reach with a maison known for timeless heritage and modern reinvention.
A Global Influence, Commercial and Cultural
These partnerships collectively map Jungkook’s expanding footprint across fashion, grooming, and luxury lifestyle. From minimalist American fashion with Calvin Klein to French perfume artistry with Chanel and now the precision world of Swiss watchmaking with Hublot, each collaboration underscores how contemporary artists are shaping brand narratives around the world.
As Jungkook’s star power continues to grow — both with BTS’s music and his individual brand ventures — his ambassador roles offer fans and consumers new touchpoints to connect with his style and creative vision. Whether on the runway, on stage, or on a watch dial, Jungkook’s influence shows no signs of slowing.
