Hublot has officially named Jung Kook as its newest Global Ambassador, marking a high-profile partnership between the Swiss luxury watchmaker and one of the most influential artists of his generation. The announcement was confirmed on February 12, but long before the formal reveal, the internet already sensed what was coming.
Luxury announcements are usually polished, predictable affairs — a name, a photo, a handshake, and that’s that. But when Hublot shared a shadow-drenched teaser featuring nothing more than a silhouette and the words, “A new chapter is about to begin,” it didn’t feel like just another routine reveal. It felt intentional. Within minutes, BTS ARMY had connected the dots — the stance, the frame, the aura unmistakable. By the time the confirmation arrived, it felt less like a surprise and more like a coronation.
When Music Meets Mechanical Mastery
We are thrilled to welcome Jung Kook to the Hublot family as our new Global Brand Ambassador.
A shared vision of creativity, precision, and originality. Where music and high watchmaking converge. #Hublot pic.twitter.com/xtBzGaa4bg— Hublot (@Hublot) February 12, 2026
Hublot has built its identity around the idea of “fusion” — a philosophy that blends unconventional materials, bold design, and traditional Swiss watchmaking. Since its debut in 1980 and especially with the launch of the Big Bang collection in 2005, the brand has consistently challenged what a luxury timepiece can look like.
As one of BTS’s main vocalists, Jung Kook rose to global prominence not by fitting neatly into one box, but by dissolving them. Pop, R&B, dance, global anthems — his artistry has always been fluid. Whether performing “Dreamers” at the 2022 FIFA World Cup or releasing “Seven” (featuring Latto), which became the first K-pop solo track to surpass 2.5 billion Spotify streams, Jung Kook has shown a rare ability to move between worlds without losing his identity.
That duality — youthful energy paired with technical precision — is exactly what Hublot says drew them to him.
Hublot CEO Julien Tornare described Jung Kook as “one of the most influential artists of his generation,” highlighting his passion and constant evolution as reflections of the brand’s DNA. In many ways, both artist and watchmaker operate on the same principle: always transforming, never static.
The Big Bang Original Unico: More Than an Accessory
At the center of this partnership is the Big Bang Original Unico, one of Hublot’s most recognizable models.
But this isn’t being positioned as a simple endorsement. Hublot describes the watch as an “extension of Jung Kook’s creative code.” And the metaphor fits.
The Unico is built layer by layer — transparent elements revealing inner mechanics, precision engineering visible rather than hidden. Jung Kook’s career has unfolded similarly. Song by song, era by era, he has constructed his artistic identity publicly, allowing fans to witness both growth and vulnerability.
A Full-Circle Moment With Hublot
There’s also history here.
When Jung Kook performed “Dreamers” at the 2022 FIFA World Cup in Qatar — an unforgettable moment that further cemented his solo global presence. Hublot served as the tournament’s Official Timekeeper.
The announcement also arrives as BTS prepares for its highly anticipated comeback following the completion of mandatory military service by all members. With a new album, Arirang, set to drop on March 20 and the Arirang World Tour launching April 9, 2026, in Goyang, South Korea, BTS mania is once again reaching a fever pitch.
Jung Kook’s appointment as Global Ambassador feels strategically aligned with that resurgence — a reminder that his influence extends far beyond music charts.
Jung Kook Joins the Elite Circle
.@BTS_twt Jungkook is now the newest Global Ambassador of Swiss Watchmaker Hublot!
CEO Julien Tornare called Jungkook “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.… pic.twitter.com/tBErB51Cep
— BTS Charts & Translations (@charts_k) February 12, 2026
With this appointment, Jung Kook joins an impressive roster of Hublot ambassadors, including Kylian Mbappé, Novak Djokovic, Usain Bolt, and Daniel Arsham. Athletes and artists are known not just for excellence, but for dominance within their fields.
Yet Jung Kook brings something distinct: cultural influence that transcends geography. His impact is not confined to a sport or a gallery — it’s embedded in global youth culture itself.
Hublot has always celebrated boldness. Jung Kook has always embodied it.
Now, their timelines move together.
And if the internet’s reaction to that teaser clip proved anything, it’s this: when precision meets pop power, the world pays attention.
Featured image: Kevin Mazur/Getty Images
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