FOR A Swiss watchmaker known for pushing the horological envelope, it made perfect sense for Hublot to fuse its watchmaking mastery with the dynamic world of K-pop music. How? By tapping South Korean superstar Jungkook as its Global Brand Ambassador, of course.
Jungkook for Hublot
Jungkook first joined forces with the luxury wristwatch label for the FIFA World Cup in 2022, where Hublot was the event’s official timekeeper and he performed his hit song, Dreamers. Now, four years later, this is the perfect full-circle collaboration for Jungbook, a celebration of time and music and their convergence.
In the campaign accompanying his ambassador announcement, Jungkook wears the recently re-imagined Hublot Big Bang Original Unico timepiece, a watch whose evolution echoes his own creative approach to songwriting.
Jungkook for Hublot
Here, he spoke about his new role with Hublot, charting his own path and his lasting love for the ARMY fandom …
When did you first get to know Hublot more closely?
To be honest, I wasn’t someone who was particularly interested in watches. But around the time I started thinking that I wanted to own a proper one, I was fortunate enough to cross paths with HUBLOT. That led me to look more closely into the brand, and the more I learned about it, the more I was drawn to HUBLOT’s unique identity and story.
What was your first impression of Hublot?
It felt like a brand that anyone can make their own, regardless of age. 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.
You are now a Hublot ambassador. How do you feel and what does it mean to you?
This is a new experience for me personally, so I’m really looking forward to it.n Since this is almost my first time becoming an ambassador for a watch brand, it feels especially meaningful. Through this opportunity, I hope to get to know HUBLOT more deeply and build a greater affection for watches as well.
In your career, how do you plan to utilise your “time” going forward? Are there any future goals or challenges you wish to pursue?
I wish I could use my time exactly the way I want to—though I know it’s not easy (laughs). Rather than setting big goals, I think my current goal is to continue taking on new challenges.
Jungkook for Hublot
Hublot’s designs are often labelled “disruptive.” Can you share a “disruptive” moment from your own life and when do you usually find yourself being “disruptive”?
I don’t think I’ve ever been too conscious of fitting into a fixed mould — that mindset has always felt natural to me. I think that’s why I’ve been able to do what. I wanted in each moment and naturally set my own direction.
Who is the first person you would like to gift a Hublot watch to?
My family, the members, my friends—and if I could, ARMY as well (laughs).
What does the time you spend with the BTS members mean to you? Please share any particularly memorable moments.
As time goes by, the time I spend with the members feels more and more precious. I don’t think each moment needs special explanation—the time itself is just valuable on its own. I’m not someone who holds onto memories for a long time, so the most recent ones stay the clearest—I really enjoyed the time we spent together working on music in the U.S. recently.
The connection with your fans is undoubtedly a crucial element in your activities . Among the “times” you’ve shared with your fans, is there a particular episode that stands out?
Performing in front of ARMY is always the most memorable for me. That’s when I feel like I’m truly alive as a singer.
by Ella O’Gorman