Jung Kook is on a roll.
Having just been named brand ambassador for Chanel Fragrance & Beauty back in December (not forgetting his turn as ambassador for Calvin Klein Jeans and Calvin Klein Underwear), Jung Kook of BTS is now embarking on a new partnership that takes him into the realm of horology.
The BTS star joins Swiss luxury watchmaker Hublot as their newest face. Symbolically, the partnership marks a meeting of musical innovation and horological craftsmanship.
From performing at the World Cup to becoming the face of Swiss horology. Jung Kook’s journey with Hublot now comes full circle in Seoul.
Jung Kook, wearing the Big Bang Original Unico in King Gold Ceramic by Hublot
Hublot revealed Jung Kook as their newest global ambassador just this week. Taking place at the South Korean capital, the announcement unites a boundary-pushing artist with a boundary-pushing watchmaker.
And this here is a partnership that feels natural rather than forced. After all, Jung Kook performed at the 2022 FIFA World Cup, where Hublot served as official timekeeper. “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,” the artist says in the press release. “Now, collaborating with Hublot feels like that moment coming full circle. I’ve always admired the brand’s confidence, its craftsmanship, its way of creating its own path.“
Why This Partnership Works
Hublot built its reputation on fusion. In 1980, the brand shocked the luxury world by pairing gold with rubber. Then came the Big Bang in 2005, which redefined modern watchmaking. Similarly, Jung Kook has spent over a decade blending genres and emotions into something distinctly his own.
Julien Tornare, Hublot’s CEO, sees the connection clearly. “Jung Kook is one of the most influential artists of his generation,” he states. “His precision and passion reflect Hublot’s spirit.”
The Timepiece That Makes Sense
Jung Kook will wear the Big Bang Original Unico, and honestly, it’s difficult to imagine a better match. Launched in January 2026, the watch represents twenty years of Hublot’s expertise condensed into one stunning piece. Furthermore, it features the brand’s in-house Unico movement, complete with a flyback chronograph and 72-hour power reserve.
There’s something poetic about the pairing. The Big Bang Original Unico builds its identity layer by layer, just as Jung Kook constructs his music track by track. The watch’s visible mechanics mirror the artist’s transparent creative process. Meanwhile, its fusion of materials echoes his genre-blending approach to sound.
The design speaks to his aesthetic too. It’s bold without being brash, technical without being cold. Additionally, the front-facing column wheel and silicon escapement create a visual rhythm that feels almost musical. This isn’t just a timepiece on his wrist. Rather, it’s a reflection of how he works: precise, innovative, and unafraid to show the mechanism behind the magic.
This collaboration signals more than a celebrity endorsement. Instead, it represents two innovators finding common ground. Both Jung Kook and Hublot continue evolving whilst staying true to their original DNA.
Discover more that Hublot has to offer here.
