Why Hublot Spent 18 Months Pursuing BTS Jungkook — The CEO Explains

When one of the world’s most prestigious luxury watch brands spends a year and a half courting a single artist, it says something about that artist’s pull. BTS Jungkook’s debut as Hublot’s global ambassador — unveiled through the cover of L’Officiel Hommes Singapore’s March 2026 issue — is not just another brand deal. It is a statement about how far one K-pop idol’s influence has stretched beyond music.

18 Months in the Making

Hublot CEO Julien Tornare did not mince words about the effort it took to bring Jungkook into the fold. In a candid interview, Tornare revealed that the negotiations to sign Jungkook took nearly 18 months — an unusually long courtship that underscores just how deliberate the Swiss brand was in its pursuit.

Tornare described Jungkook as one of the most influential artists of his generation, praising his precision, passion, and spirit of pushing beyond limits as qualities that reflect exactly what Hublot stands for. The CEO went further, calling Jungkook a master of dance, singing, and performance, adding that the ability to excel across multiple disciplines mirrors Hublot’s own philosophy of fusing different crafts.

When asked why Jungkook specifically, Tornare drew a sharp distinction. He acknowledged that many pop idols exist, but very few resonate on a truly global scale. For a brand that counts Usain Bolt and Kylian Mbappe among its past ambassadors, selecting a K-pop artist signals a new frontier in luxury marketing.

The L’Officiel Hommes Cover That Stopped Feeds

The first official photoshoot since the Hublot partnership was announced delivers exactly the kind of visual impact the brand was banking on. Styled entirely in black, Jungkook commands the frame with an intensity that blurs the line between editorial fashion and cinematic still. The Hublot Big Bang watch sits prominently on his wrist, but it is Jungkook’s presence — sharp jawline, deep gaze, effortless confidence — that anchors every shot.

Fan reactions were immediate and emphatic. Social media lit up with comments noting how the brand’s aesthetic seemed to shift around Jungkook rather than the other way around. The sentiment that Jungkook transforms any brand he touches became one of the most-shared reactions among global ARMYs.

First Korean for Hublot, First Male for Chanel Beauty

The Hublot deal is only part of a broader pattern. Jungkook became the first Korean to serve as Hublot’s official global ambassador, and more remarkably, the first male anywhere in the world to be named Chanel Beauty’s global ambassador. Together, these milestones place him in a category of cultural influence that transcends the traditional K-pop idol pipeline.

His reach was recently quantified when he was included on a list of the 25 most famous people in the world, ranking 18th — the only K-pop artist on a roster that features Cristiano Ronaldo, Lionel Messi, Elon Musk, Taylor Swift, Beyonce, and Ariana Grande. He also appeared on AOL’s list of the 15 most famous people globally, where he was one of only two male music artists alongside Justin Bieber.

Beyond the Watch Face

What makes Jungkook’s luxury brand trajectory notable is not just the names involved but the narrative they collectively build. Solo hits like Seven, 3D, and Standing Next to You proved he could stand alone musically. The Hublot and Chanel partnerships prove he can stand alone commercially — on the same shelf as global icons from sports, tech, and entertainment.

Tornare’s 18-month pursuit was not about signing a celebrity. It was about securing an icon whose relevance spans continents, generations, and industries. By every measurable standard, it paid off before the ink was dry.