Hublot surprised the luxury world by announcing the appointment of Jung Kook, a globally recognized artist and member of the phenomenal group BTS, as the brand’s new global ambassador.
This partnership marks the first time that an iconic figure in contemporary music has been associated with a watchmaker.
The Big Bang Original Unico takes center stage
The partnership between Jung Kook and Hublot highlights a particular piece from the Hublot collection on the singer’s wrist : the Big Bang Original Unico, relaunched in January 2026 after more than twenty years of evolution.
When Hublot launched the first Big Bang in 2005, the watch took the philosophy of “The Art of Fusion” further, which had already been initiated in 1980 with the watchmaker’s iconic combination of gold and rubber : it combines a variety of materials with a sporty design. The Big Bang quickly became one of the iconic models of the 21st century.
The new version of this timepiece draws on this heritage while retaining its historic visual signatures : layered construction, visible screws on the bezel, contrasting materials, and a rubber strap, but introduces significant technical and ergonomic improvements. At its heart is the Unico chronograph caliber, developed entirely in-house, which is based on several patented innovations and an architecture that includes a column wheel and a double clutch. The versions on offer also combine high-tech ceramic, titanium, or “King Gold.” This approach, pursued over two decades, has transformed the watch into a field of innovation, where color, texture, and structure have become as important as horological precision itself.
An ambassador of choice
For Jung Kook, this partnership resonates with a key moment in his career : “Performing Dreamers at the 2022 FIFA World Cup, with Hublot as the Official Timekeeper of the competition, was a moment when time and music seemed intimately linked. Collaborating with Hublot again is like coming full circle. I have always admired the brand’s confidence, its expertise, and its ability to forge its own path.”
The choice of Jung Kook is part of a broader strategy by Hublot to establish itself in wider cultural fields. While collaborations with the sports world have been ongoing in recent months, including Patrick Mahomes and the Women’s Euro soccer tournament last June, the brand is now turning its attention to the world of music with one of the singers from the leading Korean group BTS. A unifying figure who is popular with young audiences is a major asset for the brand, which is strengthening its image among a new generation.
Hublot CEO Julien Tornare made no secret of his enthusiasm for this strategic choice : “Jung Kook is one of the most influential artists of his generation. His precision, passion, and willingness to push boundaries embody the very spirit of Hublot. Like our creations, which we constantly rethink, perfect, and reinvent, from the fusion of materials to the mastery of our in-house movements, Jung Kook embodies this spirit of evolution, always transforming, always original. We are honored to welcome him to the Hublot family.”
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Featured photo : © Hublot
