For a brand that built its modern identity on disruption, Hublot has long understood the value of visibility. From football partnerships to headline-grabbing collaborations, the Nyon-based watchmaker has positioned itself at the intersection of sport, celebrity and spectacle. Its latest ambassador appointment continues that trajectory — but with notably broader cultural reach.

Jung Kook, member of global pop phenomenon BTS, joins Hublot at a time when luxury brands are increasingly looking eastward and youthward. it’s a clever move, part of what can only be a deliberate push toward millennial and Gen Z audiences — the demographic that now drives much of luxury’s momentum (and will for years to come). South Korea, China and Southeast Asia have become critical growth engines for Swiss watchmaking, and aligning with one of the region’s most visible cultural exports reflects an Asia-centric strategy that still speaks to global dominance.

Jung Kook wearing Hublot’s Big Bang Original Unico Black Magic

A Calculated Alignment

Hublot’s identity has always been tied to its concept of “fusion.” Since 1980, when it paired gold with rubber, the brand has made material juxtaposition its calling card. The 2005 launch of the Big Bang cemented that ethos in a design language that remains central to its output today. It’s a message that especially relevant in 2026, as the brand recently updated this core collection, in the form of the Big Bang Original Unico.

Jung Kook’s own career arc makes the alignment logical. Since debuting in 2013, he has navigated solo work, group success and international crossover with fluency. Like many contemporary artists, his appeal is less confined to one genre and more defined by adaptability. It’s a nice point of synergy with Hublot, making for a natural alignment.

Jung Kook pairs the Big Bang Original Unico King Gold Ceramic with a more casual, contemporary look

Time, Performance and Visibility

There is also an element of continuity. In 2022, Jung Kook performed “Dreamers” at the FIFA World Cup, where Hublot acted as Official Timekeeper. The shared association with one of the most-watched sporting events in the world laid groundwork for this deeper collaboration.

“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,” Jung Kook said. “Now, collaborating with Hublot feels like that moment coming full circle.”

Whether this partnership reshapes Hublot’s audience remains to be seen. But strategically, it reflects a broader reality in modern luxury: influence now moves at the speed of culture, not just craft.