Summary:
- Jung Kook from BTS joins Swiss watchmaker Hublot as global ambassador following a Seoul announcement
- The partnership centers on the Big Bang Original Unico timepiece and connects music with watchmaking
- Both parties share an approach to creation that values individual expression and technical precision
Swiss watchmaker Hublot announced Jung Kook from BTS as its newest global ambassador at an event in Seoul. The partnership brings together a K-pop artist with a luxury watch brand that has built its identity around technical innovation since the 1980s.
Jung Kook spoke about his relationship with watches during the announcement. He said he did not initially pay attention to timepieces but developed an interest after learning about Hublot's design process and history. The artist noted the brand's approach to building its own identity rather than following established patterns in the watch industry.
The collaboration features the Big Bang Original Unico as its centerpiece. Hublot positions the watch as a match for Jung Kook's creative output. The timepiece uses a layered construction method that the brand compares to how the artist develops his music. The watch includes visible mechanisms and uses materials that combine traditional metals with modern composites.
Hublot CEO Julien Tornare commented on the partnership. He described Jung Kook as an artist who brings precision and innovation to his work. Tornare said these qualities align with how Hublot approaches watchmaking. The company has built its reputation on mixing different materials and design concepts since releasing its first watch in 1980.
Jung Kook talked about what drew him to the brand. He mentioned the duality he sees in Hublot's designs. The watches carry what he called a youthful energy while maintaining a classic construction. This balance interested him when he started considering which watch brand to work with.
The artist also discussed his musical process during the announcement. He builds his sound by blending different genres and influences. This approach matches Hublot's philosophy of fusion, which the brand has used since introducing the Big Bang collection in 2005. That collection combined rubber with precious metals, a pairing that was uncommon in luxury watches at the time.
When asked about personal connections to the partnership, Jung Kook mentioned his fanbase ARMY. He said performing for fans gives him the strongest sense of purpose as a performer. The artist also said he would give Hublot watches to his family, his fellow BTS members, and his friends if he had the opportunity.
The announcement took place in South Korea, where Jung Kook's career started. BTS formed in Seoul and built an international following through a mix of Korean and English language releases. The group's success opened doors for K-pop artists in markets that previously had limited exposure to Korean music.
Hublot has worked with other public figures before this partnership. The brand has ambassadors in sports, music, and entertainment. Each collaboration follows a similar model where the brand connects its products to the ambassador's field of work.
The Big Bang Original Unico will be the primary watch associated with Jung Kook's ambassadorship. The model features an automatic movement that Hublot manufactures in house. The design shows its internal mechanisms through a transparent case back. This visibility fits with the brand's approach of showing rather than hiding its technical work.
Jung Kook spoke about learning more about watches through this partnership. He said the ambassadorship gives him a reason to understand timepieces at a deeper level. The artist wants to develop knowledge about the craft beyond just wearing the product.
The partnership combines two industries that value technical skill and creative expression. Watchmaking requires precision in small mechanical parts. Music production requires precision in sound engineering and performance. Both fields have moved toward blending traditional methods with new approaches.