BTS member Jungkook stepped out in Seoul on February 12, 2026, officially stepping into his new role as the Global Brand Ambassador for Swiss luxury watchmaker Hublot. The event at STRX House in Nonhyeon-dong was not just a contract signing; it was the public coronation of a partnership months in the making. Dressed sharply and sporting the brand new Big Bang Original Unico King Gold Ceramic timepieceโvalued at approximately โฌ38,900 (roughly $42,000 USD) โJungkook sent social media into overdrive with fans flooding timelines over his visuals and the significance of the appointment.
The announcement, which Hublot made official on February 11, marks the idolโs third major luxury endorsement, placing him alongside Hublot heavyweights like Kylian Mbappรฉ, Novak Djokovic, and Usain Bolt.
Jungkook Opens Up About His Personal Connection to Hublot
What made this partnership different from a standard celebrity endorsement was Jungkookโs genuine admission about his relationship with watches. Speaking exclusively to WWD during the signing, the Golden Maknae revealed that he was not always a watch enthusiast.
โTo be honest, I wasnโt someone who was particularly interested in watches,โ Jungkook stated. โBut around the time I started thinking that I wanted to own a proper one, I was fortunate enough to cross paths with Hublot.โ
He traced his connection with the brand back to 2022, a pivotal year in his solo career. That year, he performed Dreamers at the FIFA World Cup in Qatar. Hublot served as the Official Timekeeper of that competition.
โPerforming โDreamersโ at the FIFA World Cup in 2022, with Hublot as official timekeeper of the competition, was a moment where time and music felt connected,โ he explained. โNow, collaborating with Hublot feels like that moment coming full circle. Iโve always admired the brandโs confidence, its craftsmanship, its way of creating its own path.โ
Jungkook also noted that Hublot felt accessible despite its luxury status. He described the brand as having a โyouthful energyโ while maintaining a โsense of timelessness,โ a duality that he said stood out to him personally.
Hublot CEO Praises Jungkookโs Precision and Passion
Julien Tornare, Chief Executive Officer of Hublot, attended the Seoul event personally to welcome Jungkook into the brandโs family. Tornare did not hold back in his assessment of the 28-year-old superstar.
โJung Kook is one of the most influential artists of his generation,โ Tornare said. โHis precision, his passion and his willingness to push boundaries reflect the very spirit of Hublot. Just as we continuously rethink, refine and re-engineer our creations, from the fusion of materials to the mastery of our in-house movements, Jung Kook carries the spirit of evolution, always transforming, always original. We are honored to welcome him into the Hublot family.โ
Tornare drew direct parallels between Hublotโs brand philosophyโthe Art of Fusionโand Jungkookโs artistic approach of blending musical genres to create something entirely new.
The Watch on His Wrist: Big Bang Original Unico Steals the Spotlight
All eyes were on Jungkookโs wrist during the photocall. He debuted the Big Bang Original Unico in King Gold Ceramic, a model Hublot launched just weeks ago in January 2026. This specific variant features Hublotโs proprietary King Goldโa rose gold alloy mixed with platinum for enhanced durability and a warmer, deeper hueโpaired with a sleek black ceramic case and bezel.
The timepiece houses the in-house Unico manufacture movement, which contains 354 components and offers a 72-hour power reserve. It features a flyback chronograph function precise to 1/8th of a second and holds five patented innovations. The watch retails for โฌ38,900.
Hublot positioned this specific model as the ideal match for Jungkook. The watch represents a return to the roots of the Big Bang design first introduced in 2005, just as Jungkook continues to evolve artistically while staying true to his identity since his debut in 2013.
Fans React to Jungkookโs Arrival at Hublot Seoul Event
As soon as images from the STRX House event hit social media, the response was immediate and global. The hashtag JUNGKOOKxHUBLOT began trending on X (formerly Twitter) within minutes of the first press photos being released.
The Hublot CEO Julien Tornare followed Jungkook on Instagram prior to the official announcement, which had already sent fans into speculation mode days earlier. However, the high-resolution images from the February 12 event confirmed what many had suspected.
On Weverse and X, fans focused heavily on Jungkookโs styling and the way he carried the luxury timepiece.
One fan wrote, โJungkook wearing that 39k euro watch like itโs nothing. The confidence is insane. He really is that guy.โ
Another user posted, โThe way he looked at the camera with that Hublot on his wrist. This is exactly where he belongs. Luxury ambassador material.โ
Fans also noted the symbolic full circle moment from Qatar 2022 to Seoul 2026. Many expressed pride in seeing him represent a Swiss brand that aligns with his personal story, rather than just his celebrity status.
What This Means for Jungkook and BTSโs Busy 2026 Schedule
This Hublot ambassadorship arrives at the start of an extremely packed year for BTS and Jungkook. After completing his mandatory military service, Jungkook has officially reunited with members RM, Jin, Suga, J-Hope, Jimin, and V.
The group is scheduled to perform a massive live show at Gwanghwamun Square in Seoul on March 21, 2026. This concert celebrates the release of their fifth studio album, Arirang. The show will be streamed globally on Netflix.
Following the album release and concert, Netflix will debut the documentary BTS: The Return on March 27, 2026. The project documents the groupโs hiatus, military service period, and reunion process.
Immediately after, BTS will launch a world tour covering 34 cities with over 80 dates, starting in April 2026. The tour includes stops in Los Angeles, New York, London, Tokyo, and Paris (July 17-18) .
This Hublot deal positions Jungkook as a solo force in the luxury sector right as group activities ramp up. He now joins Daniel Arsham, Samuel Ross, and Patrick Mahomes in Hublotโs roster of global faces.
Hublot Campaign Rolls Out in Asia Pacific Markets
Hypebeast and Carpe Diem confirmed that physical marketing campaigns featuring Jungkook are already being deployed. Starting February 13, 2026, the Hublot boutique at Taipei 101 in Taiwan will unveil large-scale lightbox posters featuring Jungkookโs ambassador images. Similar rollouts are expected across South Korea, Japan, Singapore, and Hong Kong in the coming weeks.
These visuals feature Jungkook in sharp tailoring, direct eye contact with the lens, and the Big Bang Original Unico clearly displayed. The campaign aesthetic leans heavily into the contrast between the warmth of the King Gold and the technical precision of the black ceramic, mirroring the duality Jungkook described in his own personality.
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Jungkookโs Growing Luxury Portfolio
This appointment adds to Jungkookโs personal endorsement history. He previously served as a global ambassador for Calvin Klein, launching multiple campaigns that saw billboards placed in New Yorkโs Times Square and major cities across Asia. He also represented Chanel as an ambassador.
However, the Hublot deal is significant because it is a global ambassadorship with a Swiss heritage brand, not just a seasonal campaign. This places him in the same category as other Hublot ambassadors who are actively competing and performing at the highest levels in their respective fields.
Jungkook is now the only active K-pop soloist holding a global watch ambassadorship of this caliber, joining the ranks of artists like Blackpinkโs Rosรฉ (Omega/Tiffany) and BTSโs Jin (Fred) .
The images from the February 12 Seoul event are now live on Hublotโs official website and social media channels. Fans eager to see the full campaign visuals can expect additional content drops throughout the spring season as BTS gears up for their Arirang comeback.
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