Editor’s Note
HUBLOT has announced global superstar Jung Kook of BTS as its newest Global Brand Ambassador, marking the partnership with a major event in Seoul.
February 12, 2026 – Seoul, South Korea – Swiss luxury watch brand HUBLOT welcomed global artist, performer, and member of the iconic pop group BTS, Jung Kook, as its new Global Brand Ambassador with a grand event held in Seoul.
HUBLOT hosted a glamorous event in Seoul, celebrating this momentous announcement with approximately 300 guests, including notable figures, talented artists, and fashion industry insiders.
The event symbolized the fusion of two worlds that have consistently redefined originality: HUBLOT, the luxury watchmaker that revolutionized modern watchmaking with innovative technology, and Jung Kook, the artist who has profoundly transformed the sound and rhythm of his generation.
Since its inception in 1980 with the innovative fusion of gold and rubber, leading to the revolutionary impact of the “Big Bang” in 2005 and culminating this year with the refreshed “Big Bang Original Unico,” HUBLOT has always elevated its innovative spirit into its brand identity. Jung Kook embodies this very same spirit, seamlessly blending genres, creativity, emotion, and instinct in his artistic expression.
This collaboration is not merely coincidental but a powerful convergence of shared values and a relentless drive to push boundaries. Both Jung Kook and HUBLOT return to their roots, inheriting an unparalleled, unique DNA, establishing themselves as true pioneers in their respective fields.
The meticulously detailed venue, the display of the “Big Bang Original Unico” collection, and the impressive outdoor visuals created a celebratory space that marked the beginning of this special partnership. It powerfully showcased the shared philosophy of “innovation” and “creativity” that defines both Jung Kook and HUBLOT. Furthermore, the presence of distinguished guests and talented attendees from various fields, combined with the enthusiastic cheers of fans outside the venue, further emphasized the global significance of this new chapter.
