Hublot announced that Jungkook, a global artist and member of BTS, has joined its roster of ambassadors. The announcement was made today in Seoul, linking a brand that reinvented luxury watches with an artist who reshaped contemporary pop music. Both Jungkook and Hublot have built their reputations by taking familiar ideas and transforming them into something new.
This partnership feels less calculated than you might expect from a typical celebrity watch endorsement. Jungkook had a history with Hublot before signing on. He performed “Dreamers” at the 2022 FIFA World Cup in Qatar, for which Hublot was the official timekeeper. The connection between time and performance apparently stayed with him. “Performing ‘Dreamers’ at the 2022 FIFA World Cup, with Hublot as the competition’s official timekeeper, was a moment where time and music felt connected,” said Jungkook. “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.”
| 📌 Key Facts |
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| 🗓 Announcement: Jungkook named Hublot Global Ambassador in Seoul ⌚ Watch Highlight: Big Bang Original Unico relaunch scheduled for January 2026 ⚙ Movement: In-house Unico flyback chronograph (72-hour power reserve) 🏆 Heritage: Big Bang won GPHG Best Design award in 2005 🌍 Previous Link: Jungkook performed “Dreamers” at FIFA World Cup 2022 (Hublot official timekeeper) 📈 Strategic Angle: Expands Hublot’s cultural reach into global music influence |
Hublot’s 1980-2026 evolution: From rubber strap revolution to Big Bang icon
To understand why this partnership makes sense, it helps to look at what Hublot has done over the past four decades. The brand started in 1980 by putting a gold case on a rubber strap. This sounds unremarkable now, but it was genuinely shocking then. Luxury watches didn’t use rubber. But Hublot did, and this willingness to break conventions became their defining characteristic.
The real shift came in 2005 with the Big Bang. This watch amplified the fusion concept, featuring a layered case with exposed screws and a porthole-inspired bezel. It won the Best Design award at the Grand Prix d’Horlogerie de Genève in the same year. The Big Bang became Hublot’s signature, spawning countless variations and establishing the brand’s visual language for the next two decades.
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Big Bang Original Unico 2026: Technical specs, unico movement & strategic relaunch
This ambassadorship coincides with Hublot’s January 2026 launch of the Big Bang Original Unico, which brings the collection back to its roots while incorporating twenty years of technical development. The watch features the brand’s in-house Unico movement, first developed in 2010. This movement marked Hublot’s shift toward manufacturing independence.
The Unico movement deserves attention. It’s a flyback chronograph with a front-facing column wheel, a silicon escapement, and an accuracy range of -2/+4 seconds per day. Its 72-hour power reserve and five patented innovations, including oscillating clutches, anti-trembling systems, and friction reduction, establish it as a legitimate manufacturing marvel. Hublot tests everything through their Chronofiable protocol, adding another layer of quality control.
Rather than treating Jungkook like a celebrity prop, Julien Tornare, Hublot’s CEO, positioned him within this technical framework. “Jungkook is one of the most influential artists of his generation,” said Tornare. “His precision, passion, and willingness to push boundaries reflect the spirit of Hublot. Just as we continuously rethink, refine, and reengineer our creations, from the fusion of materials to the mastery of our in-house movements, Jungkook carries the spirit of evolution – always transforming and always original.“
Why the Jungkook x Hublot partnership makes strategic and cultural sense
Jungkook debuted with BTS in 2013, and his career has followed a path of constant evolution. He’s transitioned from being the group’s youngest member to becoming a solo artist with a genuine global following. His performance at the FIFA World Cup introduced him to an audience that might not have otherwise been familiar with him.
The Big Bang Original Unico sits naturally on his wrist because both represent layered development rather than overnight success. Hublot spent decades developing their manufacturing capabilities before creating the Unico movement. Jungkook spent years developing his craft before stepping into the spotlight. This parallel works because it’s grounded in actual progression rather than marketing rhetoric.
The watch industry often struggles with celebrity partnerships because they often feel forced or purely transactional. This partnership avoids that pitfall by establishing a connection that predates the contract. Jungkook was already wearing the watches. He had already had that FIFA World Cup moment with the brand. The ambassadorship formalizes an existing relationship rather than creating it from scratch.
Hublot has built partnerships with football leagues, such as the UEFA Champions League, as well as with basketball and Michelin-starred chefs. Adding Jungkook expands their reach into contemporary music culture while maintaining their focus on excellence. Whether this will translate into meaningful watch sales among his fan base remains to be seen, but this collaboration feels more authentic than most celebrity watch partnerships.