On February 12, 2026, luxury watch brand Hublot officially announced Jeon Jung-kook, a member of BTS, as its new global ambassador. Ahead of the brand’s official launch, fans spotted Jungkook’s image on a large billboard in Seoul, South Korea, which sparked hours of buzz online.

In event visuals, The youngest BTS member Wearing the Hublot Big Bang Original Unico watch in the photo, this model was launched in January. He appeared in two different looks, one in a white formal suit with a shirt and matching trousers. In another look, he wore a maroon leather jacket paired with black pants.

The posters were displayed in various high-traffic locations in Gangnam-gu, Seoul, South Korea, and quickly attracted attention on social media. As photos and videos of the billboard circulated, fans expressed concern about the ambassador and singer’s Presence and “aura” at events.

Many highlighted the scale of the launch and his visual impact in luxury brand promotions. One fan wrote,

“Billboard, Signature, Jungkook, Hublot just released a legendary ambassador statement – he is the aura, the icon, the ultimate luxury.”

Fans praised Jungkook’s performance on the billboard, describing his visuals as “unparalleled” and “awesome.”

Other fans cited the global artist’s global influence while highlighting his visual appeal, saying Hublot hit a “jackpot” by choosing him as its new ambassador.

Jungkook joins Hublot as global ambassador before BTS Arirang Comeback and launch world tour

Jungkook’s collaboration with Hublot Jungkook has added another high-profile name to his roster of international brand alliances. With the addition of Hublot, his portfolio continues to grow and includes three partnerships with Chanel Fragrances and Beauty and Calvin Klein. By joining Hublot, Jungkook joins the brand’s global circle of representatives, which includes Daniel Arsham, Samuel Ross, Patrick Mahomes, Kylian Mbappé, Novak Djokovic and Usain Bolt.

On the day when their partnership was announced, Jungkook and Hublot CEO Julien Tornare shares details talked about this collaboration in an interview with WWD. The magazine reports that the singer wasn’t particularly focused on watches until he encountered Hublot during the 2022 FIFA World Cup in Qatar, where the Swiss brand serves as the event’s official timekeeper.

Jungkook told WWD February 12. It was during this period that his interest in owning a fine timepiece began, and his association with Hublot emerged naturally. As he became more familiar with the brand and its design philosophy, his curiosity turned into genuine appreciation, culminating in an ambassadorship.

A look back at his performance at the World Cup dreamerthe BTS members described that moment as a meaningful intersection of music and time. He said that the current cooperation with Hublot feels like a continuation of this experience. He added that he respects the brand’s distinctive character, craftsmanship and independent attitude.

He also pointed out that Hublot watches give people the feeling of being approachable across generations. In his opinion, while the brand shows youthful vitality, many of its watches also have long-lasting, classic charm. Meanwhile, Tonell emphasized the cultural influence of K-pop idols, call him,

“One of the most influential artists of his generation.”

He said the icon’s self-discipline, creativity and drive to challenge limits are closely integrated with Hublot’s own values ​​of innovation and constant renewal, from materials to in-house movements. As BTS prepares to enter the next chapter as a complete group, Jungkook takes on a new role in Hublot.

After two years mainly focused on solo and limited activities, the band makes its long-awaited return with the upcoming new studio album ARIRANG, which will be released on March 20, 2026. The album’s release will mark BTS’ first full seven-member album since 2022’s “Proof.”

To start this new era, base station Will perform at Gwanghwamun Plaza in Seoul on March 21st. The show will also be broadcast globally on Netflix as BTS The Comeback Live | Arirang, starting at 8pm Korean time.

Later this month, Netflix will premiere a new movie called BTS is back Releases March 27. The film will tell the story of RM, Jin, Suga, j-hope, Jimin, V and Jung Kook who reunited in Los Angeles after completing their military service and started working on a new album.

After the documentary ends, the band will embark on their first major world tour in four years. The tour launches on April 9, 2026, spans from 2026 to 2027, and is planned to perform 82 performances in 34 cities and regions. The first routes will cover South Korea, Japan, the United States and Latin America, with more stops to be announced later.