Imagine a pop sensation at the peak of their career, juggling a highly anticipated reunion, a new album, and a global tour, all while stepping into the role of a luxury watch ambassador. Sounds like a recipe for chaos, right? But here’s where it gets fascinating: Jung Kook, the multi-talented member of BTS, is not just surviving this whirlwind—he’s thriving, and his partnership with Hublot is a match made in horological heaven. And this is the part most people miss—it’s not just about the watches; it’s about the fusion of artistry, mastery, and global influence.
Jung Kook’s plate is undeniably full. As part of BTS, he’s in the midst of one of pop music’s most eagerly awaited comebacks. The group’s fifth studio album, Arirang, drops on March 20, followed by a reunion show, a Netflix documentary, and an 80-plus-date world tour. Amidst this frenzy, Jung Kook isn’t slowing down—he’s diving headfirst into his new role as Hublot’s global ambassador, a move that’s as bold as it is brilliant.
But here’s where it gets controversial: Hublot, the Swiss luxury watch brand founded in 1980, is often seen as the rebellious outsider in the watchmaking world. While it may not have the centuries-old legacy of brands like Vacheron Constantin or Blancpain, Hublot’s maximalist designs and innovative use of materials have carved out a unique space in the industry. Its debut timepiece, with its porthole-inspired design and gold-meets-rubber aesthetic, remains a groundbreaking moment in 1970s watch history—yet it’s still underrated by many purists. Is Hublot a disruptor or a trendsetter? The debate rages on, but one thing’s clear: it’s a brand that demands attention.
Hublot isn’t for the faint of heart. Its signature Big Bang models, often adorned with diamonds and intricate skeletonized dials, have become the go-to for high-profile figures like Floyd Mayweather and Jay-Z, who famously shouted out the brand in his music. With partnerships in pro sports—FIFA, Kylian Mbappé, Patrick Mahomes, and Novak Djokovic—Hublot has cemented its status as a symbol of boldness and success. Yet, its collaborations with artists like Takashi Murakami and Yohji Yamamoto show a brand unafraid to push boundaries. Now, with Jung Kook, Hublot is venturing into the uncharted territory of K-pop—a move that could redefine its global appeal.
In a high-rise suite at Seoul’s Josun Palace Hotel, Hublot CEO Julien Tornare shared with GQ what makes Jung Kook the perfect ambassador: mastery. ‘He has a strong character and presence, but it’s also his ability to excel in so many areas—singing, dancing, performing—that makes him a fusion of talent,’ Tornare explained. At just 26, Jung Kook has already mastered more than most do in a lifetime, making him a natural fit for a brand that thrives on innovation.
Ahead of a recent launch event in Seoul, Tornare and Jung Kook met at the Hublot boutique to choose a watch for the occasion. Jung Kook opted for the Big Bang Unico in black—a surprisingly understated choice given Hublot’s penchant for bold colors and materials. Tornare likened their partnership to a marriage, saying, ‘We’re in the engagement stage. Once we get to know each other, maybe we’ll create something together.’ While a Hublot x Jung Kook collab remains unconfirmed, Tornare hinted that the BTS star is a key part of the brand’s future, which will be unveiled at the Watches and Wonders show in April.
At the launch event in Seoul’s Gangnam district, Jung Kook arrived in a sleek maroon suit, a black dress shirt unbuttoned at the collar, and a Big Bang Unico in Hublot’s signature King Gold. Fans crowded the streets, security barely keeping them at bay, as Jung Kook effortlessly commanded the room. When asked about his look, he replied, ‘Life itself inspired me. My outfit and my watch harmonize perfectly with where I am right now.’
And this is the part most people miss: Jung Kook wasn’t a ‘watch guy’ before Hublot, but now, with his Big Bang Unico on his wrist, he’s not just on time—he’s setting the pace. As he embarks on this new chapter, one can’t help but wonder: Is this partnership a game-changer for both Jung Kook and Hublot? Or is it just the beginning of something even bigger? Let us know what you think in the comments—is this collaboration a stroke of genius, or is it too early to tell?
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