On February 12, in Seoul, South Korea, Swiss luxury watchmaker Hublot announced the appointment of Jung Kook, a member of BTS and a globally recognized artist, as its new Global Brand Ambassador.
The announcement symbolizes the meeting of two worlds—watchmaking and music—that, while distinct, share a common value: originality.
Founded on bold innovation, Hublot was born in 1980 from the daring fusion of gold and rubber, an unprecedented combination at the time. In 2005, the brand shook the industry with the launch of the “Big Bang,” elevating its philosophy of Fusion to a defining signature. In 2026, Hublot unveiled the refreshed “Big Bang Original Unico,” reaffirming its commitment to constant reinvention. Innovation has always been at the heart of the brand’s identity.
Likewise, Jung Kook has built his own musical universe by freely blending genres and cultures, crafting a sound that is uniquely his. The collaboration between the two feels less like a coincidence and more like a natural alignment.
Speaking about the partnership, Jung Kook shared: “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.”
The sense of connection he experienced on one of the world’s biggest stages has now evolved into an official partnership.
Hublot CEO Julien Tornare also expressed his enthusiasm for welcoming Jung Kook to the brand: “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 honored to welcome him into the Hublot family.”
Tornare emphasized the parallels between the brand’s pursuit of technical excellence and Jung Kook’s artistic evolution.
BEYOND APPEARANCES: The Essence Within
Through its in-house “Unico” movement and innovative use of materials, Hublot has consistently refined its core identity. Similarly, since his debut, Jung Kook has evolved from group performances to deeply personal solo works, expanding and deepening his musical expression.
Both are defined not only by visual impact but by the structure, craftsmanship, and philosophy that lie beneath the surface.
The Symbolism of the “Big Bang Original Unico”
Unveiled in January 2026, the “Big Bang Original Unico” carries forward Hublot’s legacy—from the original fusion concept in 1980 to the groundbreaking design of 2005 and its 2026 renewal.
Rather than rejecting the past, it builds upon it—updating and elevating it for the future. This approach mirrors Jung Kook’s own artistic journey, where growth is achieved through evolution rather than reinvention alone.
For that reason, the “Big Bang Original Unico” becomes more than a timepiece on Jung Kook’s wrist—it reflects his creative worldview.
Bringing together music and watchmaking, this partnership marks the beginning of a new chapter in time for both Hublot and Jung Kook.
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