In South Korea, on February 12, 2026, Swiss watchmaker Hublot officially announced Jungkook of the K-pop boy band BTS as its latest global brand ambassador during an unveiling event in Seoul. This highly anticipated partnership came after a two-day guessing game sparked by Hublot’s mysterious social media posts, leading fans to speculate that the silhouette teased was indeed Jungkook. At the event, held at Strx House in Gangnam, Hublot's CEO Julien Tornare expressed their excitement about aligning with Jungkook, emphasizing his diverse talents in dance, singing, and performance as a fit for the brand's innovative spirit. Jungkook, referred to as the 'Golden Maknae' for his remarkable skills and versatility, showcased the Hublot Big Bang Original Unico watch during the event, marking a significant moment as he viewed this collaboration as a full-circle moment in his career. The announcement coincides with an intense period for BTS fans, as the group prepares for their upcoming live stream concert on March 21, 2026, which will take place in Gwanghwamun Square and be streamed on Netflix, anticipated to attract a massive audience both in-person and online. This partnership also underscores both Hublot's strategy to connect with a younger demographic and Jungkook's growing influence in the high-end fashion and lifestyle space. With BTS's increase in global popularity, this collaboration reinforces Jungkook's stature and Hublot's efforts to remain relevant in a competitive market saturated with youthful consumers seeking modern luxury experiences.