Editor’s Note
**Editor’s Note:** This article explores how luxury jewelry and watch brands are leveraging male celebrity endorsements to tap into the “he economy,” driving trends and sales through fan-driven demand.
Luxury brands are increasingly partnering with globally popular male stars. This trend extends beyond neutral watches to jewelry, traditionally seen as a female accessory, as brands tap into the “he economy” to convert fan goodwill into sales. Recent examples include BTS’s Jungkook as Graff’s global brand ambassador, Stray Kids’ I.N previewing new DAMIANI pieces, and Zo In-sung and Lee Jung-hoo wearing TAG Heuer Monaco watches, all driving the “celebrity same-style” trend and becoming hot topics in the luxury market.
Male celebrities wearing sparkling jewelry is now a trend, not only adding brilliance to their looks but also serving as perfect inspiration for fans to emulate. Several recent male celebrity jewelry endorsements have successfully sparked discussions. British jewelry brand Graff announced BTS member Jungkook as its global brand ambassador, releasing a new Laurence Graff Signature campaign featuring him. In the images, he wears a sleek black outfit paired with a gold necklace, pendant, bracelet, and earrings, showcasing the fashionable charm of gender-neutral jewelry through layered styling. The understated yet highly recognizable look, combined with BTS’s ongoing world tour, has ignited热烈的 discussions among ARMY (the fan base).
Italian jewelry brand DAMIANI had its global brand ambassador I.N debut the new Belle Époque Cross necklace. When he appeared at the opening of the CASA DAMIANI flagship store in Seoul in a sharp black suit, the blue-green luster of Paraiba tourmaline and diamonds shone even brighter, instantly drawing attention. The piece, inspired by the light of the Blue Grotto on Capri Island, is both collectible and suitable for daily wear. I.N’s showcase quickly sparked a fan frenzy, leading younger generations to take notice of high-end jewelry pieces.
While watches have long been a domain for male celebrity endorsements, brands are now more precisely creating trending topics. TAG Heuer invited acclaimed actor Zo In-sung to grace the cover of Korea’s ARENA HOMME+. Through different looks including leather jackets, denim, and black tops, he paired the Monaco Evergraph chronograph and Monaco left-crown chronograph, showcasing the distinct personality of the square case and racing aesthetics. Lee Jung-hoo, who plays for the San Francisco Giants, shared lifestyle photos on social media, pairing a knitted cardigan with the Monaco left-crown chronograph, seamlessly integrating haute horlogerie into casual wear, exuding a relaxed yet sophisticated sporty style.
As for NFL star Patrick Mahomes, he attended the wedding of Travis Kelce and Taylor Swift as a longtime friend of the groom. He prepared two different Hublot watches to match his suit, making the timepieces a focal point of the celebrity wedding.
Image credits: Graff, DAMIANI, TAG Heuer, Hublot
Prices and specifications are subject to each brand’s official announcements.
