BTS member Jungkook officially began his role as the new global ambassador for Swiss luxury watchmaker Hublot with a grand event in Seoul on February 12, 2026. The brand flew in around 300 global press members and guests to celebrate the partnership, marking one of the most high-profile ambassador debuts of the year. The event took place at the Hublot boutique in Gangnam, where Jungkook posed for photos and met with Hublot CEO Julien Tornare, creating a media frenzy that quickly spread across social media.
Hublot Brings 300 Global Press to Seoul for Jungkook’s Ambassador Debut
The February 12 event in Seoul was not a small affair. Hublot invited approximately 300 journalists, editors, and influencers from around the world to witness the announcement firsthand . The Swiss brand transformed its Gangnam location into a celebration hub, showcasing the Big Bang Original Unico collection that Jungkook will represent .
The gathering included prominent fashion and lifestyle media, photographers, and VIP guests. Outside the venue, fans gathered to catch a glimpse of the BTS star, their excited chants adding to the event’s energy . The brand made sure every detail reflected the importance of this partnership, from the elaborate in-store displays to the striking outdoor visuals featuring Jungkook .
Hublot CEO Julien Tornare attended the event personally and stood alongside Jungkook for the official photocall. Images of the two interacting happily went viral on social platforms shortly after they were released . Tornare later explained why Jungkook was the right choice for the brand, praising the singer’s dedication to his craft and his global influence.
Jungkook Shares Personal Connection to Hublot
During the event, Jungkook opened up about his connection to the brand. He recalled his performance of “Dreamers” at the 2022 FIFA World Cup in Qatar, where Hublot served as the official timekeeper. That moment, he said, made him feel like “time and music became one” .
“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. Now, collaborating with Hublot feels like that moment coming full circle. I’ve always admired the brand’s confidence, its craftsmanship, its way of creating its own path,” Jungkook shared .
The singer admitted that he was not initially interested in watches, but his appreciation grew as he learned more about Hublot’s unique story and identity . He noted that the brand carries a youthful energy while also having a sense of timelessness, a combination that stood out to him when he first considered owning a proper timepiece .
When asked who he would gift a Hublot watch to, Jungkook generously listed his family, fellow BTS members, friends, and ARMY . He emphasized that performing for fans is when he feels truly alive as a singer, grounding his global success in genuine human connection .
What the Hublot Partnership Means for Jungkook
This ambassadorship places Jungkook among an elite group of celebrities who represent the LVMH-owned brand. Hublot has a history of partnering with sports legends, musicians, and cultural icons who embody its “Art of Fusion” philosophy . The brand first made waves in 1980 by combining gold with rubber, and it continues to push boundaries with innovations like the in-house UNICO movement .
For Jungkook, this partnership expands his portfolio of luxury endorsements, which already includes Calvin Klein and Chanel . The Big Bang Original Unico, launched in January 2026, will be the primary watch he represents . The timepiece features a layered construction that Hublot compares to how Jungkook builds his artistic identity “song by song” .
Hublot CEO Julien Tornare explained why the singer fits the brand so well.
“Jung Kook is 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. 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,” Tornare stated .
Fans React to Jungkook’s Hublot Ambassador News
Social media exploded with reactions as news of the ambassadorship spread. The hashtag #JungKookxHublot trended worldwide, with fans sharing photos from the Seoul event and expressing their pride. Many focused on how the brand recognized Jungkook’s unique status in the entertainment industry.
One fan summed up the general feeling by commenting, “He’s a league of his own,” highlighting how Jungkook stands apart from other celebrity endorsers . Others pointed out that Hublot bringing 300 global press members to Seoul just for the announcement shows the level of respect the brand has for his influence.
Some fans who spotted the outdoor posters in Seoul ahead of the event shared their excitement online. Comments included, “JUNGKOOK decorates SEOUL again with HUBLOT,” and “WE NEED THIS PIC HD RIGHT NOW” . The anticipation built for days before the official announcement, especially after Hublot’s CEO followed Jungkook on Instagram and the brand posted a mysterious countdown .
However, the announcement also received mixed reactions from some quarters. A small portion of fans expressed concerns because Hublot is owned by LVMH, a company that has faced criticism over its business operations in certain regions. Some also pointed out that Hublot released watches commemorating the 70th anniversary of Israel’s founding in 2018, which led to calls for boycotts from certain activist groups . These voices, while present, remained in the minority compared to the overwhelming celebration of Jungkook’s new role.
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What’s Next for BTS and Jungkook
The Hublot ambassadorship comes at a busy time for Jungkook and BTS. The group recently completed their mandatory military service in South Korea and has reunited for new activities . BTS is scheduled to release a new album titled Arirang in March 2026, followed by a world tour beginning in April .
Jungkook continues to build on his solo success as well. His debut single “Seven” topped the US charts in 2023, establishing him as a force outside the group . With the Hublot partnership now official, fans can expect to see more campaign materials, photoshoots, and possibly international events featuring the singer representing the brand.
The choice of the Big Bang Original Unico for Jungkook is significant. The watch features Hublot’s in-house UNICO chronograph movement, a black rubber strap, a ceramic bezel, and a checkerboard dial. Some versions use king gold, a high-tech gold-platinum alloy that adds formality to the rugged design . Jungkook also showed interest in the Black Magic colorway and plans to build a personal collection for his upcoming travels .
For now, the February 12 Seoul event stands as a powerful statement of Jungkook’s global appeal. Hublot invested heavily in bringing international media to South Korea, signaling that this partnership is meant to reach audiences far beyond the typical luxury watch market. With Jungkook’s massive fanbase and the brand’s prestigious history, both sides seem poised to benefit from the collaboration.
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