With Jung Kook aka “Golden Maknae” bringing his iconic style to the forefront of fine timepieces, Hublot strengthens its dialogue between haute horology and contemporary culture
Swiss luxury watchmaker Hublot has appointed BTS member Jung Kook as its newest Global Brand Ambassador, marking a strategic alignment between contemporary pop culture and haute horology. The partnership was unveiled in Seoul in February 2026, underscoring the convergence of a globally influential artist and a forward-thinking watchmaker intent on redefining originality and reach.
Innovation has long defined Hublot’s identity. In 1980, the brand challenged convention by pairing gold with rubber, and in 2005 it reshaped the industry with the launch of the Big Bang, a timepiece that became emblematic of its Art of Fusion philosophy. That legacy continues with the Big Bang Original Unico, relaunched in January 2026 after two decades of technical refinement.
The collaboration places Jung Kook at the center of Hublot’s 2026 global campaigns, particularly those spotlighting the Big Bang Original Unico chronograph. At a time when cultural influence extends far beyond traditional boundaries, his impact across music, fashion and digital platforms offers the brand access to a highly engaged international audience that values craftsmanship as much as individuality.
The appointment signals a deliberate and forward-looking strategy. Rather than leaning solely on heritage, Hublot is reinforcing its commitment to cultural relevance. Together, the partnership reflects a contemporary vision of luxury, where technical mastery meets global star power.
TEXT Diar Matahari