On February 12, 2026, luxury watchmaker Hublot officially announced BTS’ Jungkook aka Jeon Jung-kook as its newest global brand ambassador. The appointment places Jungkook alongside Hublot’s existing roster of ambassadors, which includes Daniel Arsham, Samuel Ross, Patrick Mahomes, Kylian Mbappé, Novak Djokovic, and Usain Bolt.
The same day, Hublot chief executive officer Julien Tornare spoke to WWD magazine about the partnership. In his remarks, highlighting the global impact of the BTS member across music and popular culture, Tornare described Jung Kook as,
“One of the most influential artists of his generation.”
Tornare further explained why Jungkook aligns with the brand’s identity. He said,
“His precision, his passion and his willingness to push boundaries reflect the very spirit of Hublot,”
The executive added that, Hublot’s constant drive to improve its watches is reflected in Jung Kook’s own approach to his career, noting that he continues to evolve creatively while maintaining a distinct and original identity.
“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.”
With Hublot joining the lineup, Jungkook now expands his global brand portfolio, which already includes partnerships with Chanel Fragrances and Beauty and Calvin Klein.
Jungkook says his journey with Hublot came full circle as BTS’ reunion and global comeback take shape
According to WWD Magazine, BTS’ Jungkook was not particularly interested in watches before his first encounter with Hublot in 2022 at the FIFA World Cup in Qatar, where the brand served as the event’s official timekeeper. The South Korean singer, said to WWD on February 12, that around the time he began thinking about owning a proper watch, he happened to connect with Hublot.
As he learned more about the Swiss brand, his interest grew. That experience eventually led to Hublot naming him its newest global ambassador. Jungkook reflected on his performance of Dreamers at the 2022 World Cup, saying,
“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.”
Jungkook said the brand felt accessible to people of all ages. He noted that while Hublot carries youthful energy, many of its watches also feel timeless, which stood out to him. In the official images announcing his new role, he is seen wearing the Big Bang Original Unico, a model unveiled in January.
His appointment comes at a time when anticipation is high for BTS’ long-awaited group reunion, following a two-year hiatus. Jungkook will reunite with the rest of BTS members for their upcoming comeback album ARIRANG, scheduled for release on March 20, 2026. The project is BTS’ return as a full seven-member group and will be their first full-length album since the 2022 anthology Proof, after a long pause in collective promotions.
To celebrate the album, BTS will hold a concert at Seoul’s Gwanghwamun Square on March 21. The event will be also streamed worldwide on Netflix under the title BTS The Comeback Live | Arirang at 8 p.m. KST.
This will be followed by the release of a Netflix documentary, BTS The Return, on March 27. The film will track RM, Jin, Suga, j-hope, Jimin, V, and Jung Kook as they reunite in Los Angeles after completing their military service and work on ARIRANG.
After the documentary, BTS will launch a large-scale world tour, their first in four years, starting on April 9, 2026. The tour will run through 2026 and 2027 and include 82 shows across 34 cities and regions, beginning in South Korea, then continuing to Japan, the United States, and Latin America, with more locations to be announced.
Edited by Adrija Chakraborty
