PHOTO COURTESY OF HUBLOT
After collaborating with musical creatives such as Lang Lang and DJ Snake, Hublot now names BTS’ Jung Kook its newest global ambassador. In doing so, the Swiss maison signals a dynamic new chapter. It joins forces with an artist who has redefined the sound and rhythm of a generation, much like how it reshaped modern horology.
After all, the luxury watchmaker has never feared fusion. From audaciously pairing gold and rubber in 1980 to the disruptive Big Bang in 2005, innovation defines its identity. Now, with the reinvention of the Big Bang Original Unico, Hublot returns to its roots while looking forward. It is a spirit of evolution Jung Kook embodies with ease.
PHOTO COURTESY OF HUBLOT
The BTS star’s musical footprint speaks for itself. From early standouts like Euphoria, My Time and Still with You, he crossed borders effortlessly. Collaborations with Lauv and Charlie Puth then followed, before his solo era took flight. Hits like Seven (feat. Latto), 3D (feat. Jack Harlow) and debut album Golden cemented his global star power.
He also delivered Dreamers, the official FIFA World Cup Qatar 2022 soundtrack. It felt serendipitous, especially with Hublot as official timekeeper. “Performing Dreamers… was a moment where time and music felt connected,” Jung Kook reflects. “Now, collaborating with Hublot feels like coming full circle. I’ve always admired the brand’s confidence, its craftsmanship, its way of creating its own path.”
The sentiment is shared by Hublot CEO Julien Tornare, who calls the K-pop icon “one of the most influential artists of his generation”. He praises Jung Kook’s precision and boundary-pushing creativity as reflections of the brand’s ethos. With the return of the Big Bang Original Unico, the timing feels perfect. Expect much more going forward as Jung Kook brings his artistry into the world of Hublot.
