BTS\u2019 fandom Army<\/p>\n
<\/a> into overdrive on Feb 12.<\/p>\n
The reveal capped off a two-day guessing game. <\/p>\n
On Feb 10, Hublot posted a moody Instagram reel of a lone figure stepping into the light, offering only his silhouette and the date 12.02.26. <\/p>\n
K-pop fans needed little else. Within minutes, timelines were flooded with zoomed-in screenshots, side-by-side comparisons and confident declarations that the \u201cmystery man\u201d was Jungkook.<\/p>\n
They were right. At a Feb 12 event at Strx House \u2013 a club in Gangnam \u2013 Hublot confirmed the BTS vocalist as its new global face, describing the partnership as a meeting of \u201ctwo originals\u201d: a rule-breaking maison that helped reshape modern watchmaking, and an artiste who has helped redefine the sound and style of a generation. <\/p>\n
Jungkook now sits alongside Jamaican sprint legend Usain Bolt, Serbian tennis great Novak Djokovic and Chinese virtuoso pianist Lang Lang on Hublot\u2019s top-tier ambassador bench.<\/p>\n
Mr Julien Tornare, chief executive of Hublot, tells The Straits Times the deal took nearly 18 months to stitch up.<\/p>\n
\u201cWhy Jungkook? Because he is a master of so many different talents \u2013 dancing, singing, performing. He has a fusion of so many skills, just like what we have at Hublot,\u201d he says.<\/p>\n
For Jungkook, the tie-up also feels like a full-circle moment. He previously performed his 2022 hit Dreamers at the 2022 FIFA World Cup in Qatar, where Hublot served as official timekeeper, and has spoken about how \u201ctime and music felt connected\u201d during that performance. <\/p>\n
Flaunting the Big Bang Original Unico on his wrist, he says his reunion with the brand brings that connection \u201cfull circle\u201d.<\/p>\n
Already dubbed the \u201cGolden Maknae\u201d (youngest member with all-round talent) of BTS and a magnet for high-end fashion and lifestyle brands, his move into Hublot territory underlines both his drawing power and the Swiss brand\u2019s push to stay front-of-mind with younger, pop-savvy consumers.<\/p>\n
![\"Jungkook](\"https:\/\/www.newsbeep.com\/ie\/wp-content\/uploads\/2026\/02\/e0e83470d169490537ae7e450173810cdddfd95d82baa0cc8db1d8134fab2807.webp\")
<\/p>\n
Jungkook of K-pop boy band BTS joins Hublot as new global face.<\/p>\n
PHOTO: HUBLOT<\/p>\n
The announcement also lands at a feverish moment for BTS fans. With all seven members having completed their mandatory military service, the group are about to enter a full-scale reunion era packed with new music and major live moments.<\/p>\n
First up is BTS The Comeback Live: Arirang, a <\/p>\n free concert at Gwanghwamun Square<\/p>\n <\/a> in central Seoul on March 21, which will be <\/p>\n streamed live worldwide on Netflix<\/p>\n <\/a> \u2013 the platform\u2019s first large-scale Korean music live stream. <\/p>\n Tens of thousands of people are expected to pack the historic plaza, with millions more watching from home on the streamer.<\/p>\n