Swiss watchmaker Hublot has officially announced BTS’ Jung Kook as its newest global ambassador, bringing together modern horology and contemporary pop.
The partnership was unveiled in Seoul on February 12, 2026, and signals more than a celebrity endorsement. Hublot has long defined itself through disruption: from daring to fuse gold with rubber in 1980 to redefining watch design with the Big Bang in 2005 and now the reinvention of the Big Bang Original Unico. Jung Kook, since his 2013 debut, has built his career on evolution, genre fluidity and instinct, continuously refining his artistry while maintaining a distinct identity.
This is not the Golden Maknae‘s first brush with the brand. He performed Dreamers at the FIFA World Cup 2022, where Hublot served as Official Timekeeper. Reflecting on that moment, he shares: “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.”
Julien Tornare, Hublot CEO, affirmed: “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 honoured to welcome him into the Hublot family.”
The timing of the partnership coincides with the relaunch of the Big Bang Original Unico, unveiled in January 2026. The watch represents two decades of Hublot’s evolution. Layered in construction and powered by the brand’s in-house Unico movement, the Big Bang Original Unico reflects a philosophy of constant refinement. Much like Jung Kook’s career, it is built on progression rather than repetition.
Below, Jung Kook speaks about time, and what meaningful moments look like to him today.
When did you first get to know Hublot more closely?
To be honest, I wasn’t someone who was particularly interested in watches. But around the time I started thinking that I wanted to own a proper one, I was fortunate enough to cross paths with Hublor. That led me to look more closely into the brand, and the more I learned about it, the more I was drawn to Hublot’s unique identity and story.
What was your first impression of Hublot?
It felt like a brand that anyone can make their own, regardless of age. There’s a youthful energy, but at the same time, many of the watches also carry a sense of timelessness, which really stood out to me.
You are now a Hublot ambassador. How do you feel and what does it mean to you?
This is a new experience for me personally, so I’m really looking forward to it. Since this is almost my first time becoming an ambassador for a watch brand, it feels especially meaningful. Through this opportunity, I hope to get to know Hublot more deeply and build a greater affection for watches as well.
In your career, how do you plan to utilise your “time” going forward? Please share any future goals or challenges you wish to pursue.
I wish I could use my time exactly the way I want to — though I know it’s not easy (laughs). Rather than setting big goals, I think my current goal is to continue taking on new challenges.
Hublot’s designs are often labelled as “disruptive.” Can you share a “disruptive” moment from your own life and when you do usually find yourself being “disruptive”?
I don’t think I’ve ever been too conscious of fitting into a fixed mould — that mindset has always felt natural to me. I think that’s why I’ve been able to do what I wanted in each moment and naturally set my own direction.
Who is the first person you would like to gift a Hublot watch to?
My family, the members, my friends — and if I could, ARMY as well (laughs).
What does the time you spend with the BTS members mean to you? Please share any particularly memorable moments.
As time goes by, the time I spend with the members feels more and more precious. I don’t think each moment needs special explanation — the time itself is just valuable on its own. I’m not someone who holds onto memories for a long time, so the most recent ones stay the clearest — I really enjoyed the time we spent together working on music in the U.S. recently.
The connection with your fans is undoubtedly a crucial element in your activities. Among the “times” you’ve shared with your fans, is there any particular episode that stands out in your heart?
Performing in front of ARMY is always the most memorable for me. That’s when I feel like I’m truly alive as a singer.
Note : The information in this article is accurate as of the date of publication.
