Seoul, Watches, Jung Kook: Hublot’s New Chapter Starts Here

Luxury watches have always been about time. But Hublot has never been interested in simply keeping it.

On February 12th, 2026, the Swiss watchmaker officially stepped into a bold new chapter, unveiling Jung Kook as its newest Global Brand Ambassador at a major celebration in Seoul, Korea.

The announcement brought together an exclusive crowd of around 300 guests, including fashion personalities, notable talents, and an atmosphere charged with the kind of energy only Seoul can deliver. Outside the venue, fans gathered in full force, underscoring just how global this partnership already feels.

Because this is not just a celebrity signing. It is a collision of two forces that have built their legacies on reinvention.

When Pop Royalty Meets the Art of Fusion

Hublot has always positioned itself as the disruptor of Swiss horology, the brand that refuses to play by traditional rules.

And Jung Kook, the globally acclaimed artist, performer, and member of BTS, is no stranger to reshaping culture either. His artistry has helped define the sound, rhythm, and emotion of a generation.

The Seoul event marked what can only be described as a fusion of worlds: one rooted in craftsmanship and innovation, the other in instinct, genre-blending creativity, and global influence.

Both are originals. Both are boundary-pushers. And together, the message is clear: this partnership is built on shared DNA.

Innovation Has Always Been Hublot’s Signature

To understand why Jung Kook fits so seamlessly into the Hublot universe, you have to look at the brand’s history of disruption.

Back in 1980, Hublot made waves by doing something unheard of at the time: pairing a gold case with a rubber strap, flipping the luxury watch world on its head. That daring move became the foundation of what the brand calls the Art of Fusion.

Then came 2005, when Hublot introduced the now-iconic Big Bang, with its bold design, layered construction, and instantly recognisable presence. That same year, the brand won the Best Design award at the Grand Prix d’Horlogerie de Genève.

Since then, the Big Bang has continued to evolve, proving itself as one of the defining watch icons of the 21st century.

Now, with the reinvention of the Big Bang Original Unico, Hublot’s innovation-first identity remains sharper than ever.

A Partnership Rooted in Shared Boldness

Jung Kook embodies the same creative instinct that drives Hublot: an ability to blend worlds effortlessly.

Where Hublot fuses materials, mechanics, and design languages, Jung Kook fuses genres, emotion, and performance into something entirely his own.

This collaboration is not coincidence. It is convergence.

A commitment from both sides to keep pushing boundaries, to stay rooted in their origins while continuously rewriting what modern excellence looks like.

Seoul Sets the Stage for a New Big Bang Moment

The Seoul unveiling was meticulously designed to signal the scale of what is to come.

From the iconic Big Bang Original Unico Collection on display to towering billboards and immersive visual storytelling, every detail reflected the start of what Hublot calls an extraordinary partnership.

The presence of distinguished guests inside, paired with the passionate fan support outside, made one thing undeniable: this is a global chapter with cultural weight.

The Hublot Way of Life

Hublot has never limited itself to watchmaking alone.

The brand’s “fusion” philosophy extends beyond materials and movements, into the experiences it creates: from football’s biggest stages like the UEFA Champions League and UEFA EuroTM, to concerts, artistic performances, basketball games, and collaborations with its family of starred chefs.

This is where the “Hublot Vibes” come alive: shared moments of exaltation among its community of proud owners, the Hublotistas.

The Art of Fusion, after all, is not just something you wear. It is a way of being.

A New Chapter Begins

With Jung Kook now joining the Hublot family, the brand signals a future that feels as much about cultural rhythm as it does about mechanical precision.

Two innovators. Two global forces. One philosophy: disruption through creativity.

Time, meet your next era.