16th February 2026
There are handshakes, and then there are moments. You know the kind when the universe suddenly makes sense, and two puzzle pieces you never realized were destined to click finally do. It was a chilly February afternoon in Seoul, but inside the Hublot flagship store in Gangnam, the atmosphere was electric, buzzing with the kind of heat that only a global icon can generate.
Standing next to Hublot CEO Julien Tornare, with a smile that could disarm the strictest watch critic, was Jeon Jungkook. Not just singing, not just performing, but standing still though let’s be honest, is Jungkook ever really still? with the all-new Big Bang Original Unico glinting on his wrist. It wasn’t just a photoshoot; it felt like a coronation.
If you have been following Jungkook’s journey, you know he doesn’t just wear a brand; he embodies it. Whether it was the sultry appeal of Calvin Klein or the timeless elegance of Chanel, Jungkook brings an authenticity that you simply cannot manufacture. But Hublot isn’t just another name on his growing roster of ambassadors. This is a legacy move. Let’s break down why this partnership is less of a business deal and more of a “cosmic connection” and why your favorite timepiece is about to become even harder to find.
Keypoint: Not Just a Watch on His Wrist, But a Story on His Sleeve
Let’s get one thing straight: Hublot didn’t just want a pretty face to sell watches. If that were the case, they would have picked anyone. They picked Jungkook because he is the human embodiment of their oldest mantra: “The Art of Fusion.”
Think about it. Hublot made waves in 1980 when they did the unthinkable they married a precious gold case with a natural rubber strap. Purists gasped. The world applauded. It was bold, it was unconventional, and it was genius.
Now, look at Jungkook. Is he a singer? A dancer? A producer? A visual artist? Yes. He fuses genres effortlessly, sliding from a soulful ballad to a high-energy hip-hop track without missing a beat. He is the living, breathing definition of fusion.
The “Full Circle” Moment
This isn’t their first date. Jungkook and Hublot have history. Rewind to 2022. The FIFA World Cup in Qatar. Jungkook takes the stage to perform Dreamers for millions watching globally. What was ticking away on the side lines? Hublot, serving as the Official Timekeeper . Jungkook mentioned it himself, stating that performing on that stage felt like “time and music connected.” Now, he gets to carry that connection with him every single day. It’s poetic, isn’t it?
The Timepiece: Why the Big Bang Original Unico is So “Jungkook”
When Hublot launched the Big Bang Original Unico in January 2026, they described it as a “return to origins” mixed with a “reinvention of the future” . Does that sound like anyone else we know?
| Feature of Big Bang Original Unico | The Jungkook Parallel |
|---|---|
| Layered Construction | Built layer by layer, just as Jungkook has built his career song by song, dance move by dance move, year by year. |
| In-House UNICO Movement | High-performance, reliable, and complex much like Jungkook’s vocal ability, entirely original and impossible to replicate. |
| “Art of Fusion” Design | Blends materials like titanium, ceramic, and rubber Jungkook blends music genres, fashion styles, and cultural influences. |
| Skeleton Dial | Reveals the inner workings of the mechanism Jungkook reveals his inner self through his raw, emotional solo music. |
| 72-Hour Power Reserve | The energy of the “Golden Maknae” keeps going just like his ability to perform for hours without losing momentum. |
More Than a Trend: The “Jungkook Effect” on Luxury
If you are new to the world of BTS economics, let me introduce you to the “Jungkook Effect.” It’s simple: Jungkook touches it, the world wants it. When he wore a simple pair of pajamas on a live stream, they sold out globally within hours. When he hugged a specific brand of soda, stocks trembled (in a good way).
For Hublot, this isn’t just an endorsement; it’s a cultural injection.
- The Digital Wave: The teaser posted on Hublot’s social media ahead of the announcement racked up nearly a million views in a single day .
- The Demographic Shift: Luxury watch brands are often fighting the battle of “how do we get young people to care about mechanical watches?” Jungkook is the answer. His fanbase, ARMY, is global, dedicated, and has purchasing power. They care because he cares .
FAQs
While Hublot has worked with various cultural icons, this partnership with Jungkook is significant due to his specific global reach and solo stature. He joins a legendary roster that includes sports icons like Usain Bolt and Novak Djokovic, bridging the gap between sports, music, and luxury.
Jungkook was wearing the Big Bang Original Unico. This is the latest model from Hublot, launched in January 2026, and it is the flagship timepiece associated with his ambassadorship.
Yes. He admires the brand’s confidence, craftsmanship, and its way of creating its own path. He also felt a deep connection because of his 2022 FIFA World Cup performance where Hublot was the official timekeeper.
While not officially announced yet, the industry is buzzing with speculation. Given the “Jungkook Effect,” a limited-edition piece would be a massive hit. Stay tuned!
The Bottom Line
Jungkook is currently serving in the military, yet his presence in the luxury world remains stronger than ever. This Hublot ambassadorship, announced during his service, proves a vital point: absence truly makes the heart grow fonder, and the brand grow stronger.
It ensures that upon his return, the spotlight isn’t just waiting for him it never left. For ARMY, seeing his face associated with such a prestigious brand is a point of immense pride. For the luxury market, it’s a wake-up call. The fusion of high-end craftsmanship and high-impact culture isn’t the future; it’s the present, and his name is Jungkook.
Conclusion
In the grand tapestry of BTS’s legacy, every member adds a unique thread. Jungkook’s thread has always shimmered with a mix of raw talent and quiet confidence. His partnership with Hublot weaves that thread into the fabric of history. It’s not just about telling time; it’s about making moments that last a lifetime.
So, the next time you see the gleam of a Hublot Big Bang, don’t just see a watch. See the layers, the fusion, the relentless pursuit of originality. See Jungkook.
Official Source Link:
For the official press release and detailed brand philosophy, you can visit the Hublot News Section or view the official announcement via CLICK HERE TO READ THE OFFICIAL ANNOUNCEMENT ON YONHAP NEWS
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