HIS TIME: Before BTS’ Jung Kook first crossed paths with Hublot in 2022 at the FIFA World Cup in Qatar, he wasn’t one for watches.
“To be honest, I wasn’t someone who was particularly interested in watches,” said the South Korean performer and musical artist, whose full name is Jeon Jung-Kook. “But around the time I started thinking that I wanted to own a proper one, I was fortunate enough to cross paths with Hublot.”
And the more he learned about it, the more he was drawn to the Swiss watchmaker, which on Monday named him its newest global ambassador.
“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,” Jung Kook said. “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.”
Hublot chief executive officer Julien Tornare called Jung Kook “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,” the executive continued. “Just as we continuously rethink, refine and reengineer 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.”
Hublot Big Bang Original Unico Black Magic
Courtesy
For the K-pop star, the watchmaker “felt like a brand that anyone can make their own, regardless of age,” he said. “There’s a youthful energy, but at the same time, many of the watches also carry a sense of timelessness, which really stood out to me.”
In the images revealing his new role, Jung Kook wears the Big Bang Original Unico that was unveiled in January.
His appointment comes as attention is reaching a fever pitch around BTS’ long-awaited reunion, two years after the band went on hiatus as its members went through South Korea’s mandatory military service.
Jung Kook will be reuniting with his bandmates RM, Jin, Suga, J-Hope, Jimin and V on March 21 for a concert at Seoul’s Gwanghwamun Square to celebrate the release of their fifth studio album, titled “Arirang.”
It will be followed by the release of the “BTS: The Return” documentary on Netflix on March 27. The band will then kick off a global tour spanning 34 cities and more than 80 dates in April.
Jung Kook joins Hublot’s roster of ambassadors, which includes Daniel Arsham, Samuel Ross, Patrick Mahomes, Kylian Mbappé, Novak Djokovic and Usain Bolt.
