BTS’ Jungkook recently joined Hublot as a global ambassador for the Swiss watchmaker. The brand has been strengthening its connection with pop culture and younger audiences, but it’s known mostly for its Art of Fusion philosophy since its founding in 1980. Hublot announced the partnership as part of its strategy to link luxury watchmaking with influential global artists. The collaboration highlights Jungkook and his impact on music and fashion.
Hublot first introduced its concept of fusion by combining gold and rubber in 1980. The idea gained global recognition with the launch of the Big Bang in 2005 and continued with the presentation of the Big Bang Original Unico in 2026. The brand sees similarities between its creative direction and Jungkook’s career, as he has blended genres, cultures, and styles while building his own artistic identity as a member of BTS. While he was announced as an ambassador for the brand on February 12th, 2026, a new video started circulating on the 19th, going viral among fans.
In 2022, Jungkook performed Dreamers at the FIFA World Cup in Qatar, where Hublot served as the official timekeeper. He described that moment as one where time and music felt connected. That encounter turned into an extended partnership that is showcasing the best from both Hublot and Jungkkok. The collaboration arrives ahead of BTS’s upcoming album and world tour later this year, positioning Hublot in front of a broad international audience seeking innovation and authenticity.