Not limited to his music career, Jungkook’s strides in the fashion industry have become increasingly evident through records and recognition from international magazines. The BTS superstar was recently ranked No. 11 on Esquire US’s list of "50 Most Stylish Men in Music", making him the highest-ranking male K-pop artist on the list.
Jungkook’s influence is also reflected in his brand partnerships. As Calvin Klein’s global ambαѕѕador since 2023, he has helped the brand attract a mαѕѕive international fanbase, with every item he wears quickly selling out, earning him the nickname “Sold-out King.”
At New York Fashion Week (NYFW) for the S/S 2026 season held last September, a single Instagram post capturing his appearance at the event generated $825,000 in Media Impact Value (approximately 1.15 billion won).
An analysis of over 150 celebrities and influencers at NYFW showed that Jungkook was the most mentioned figure on social media, accounting for 55.09% of the total discussions—more than double that of the second-ranked individual (24.60%). On September 13 alone, the day he attended the event, more than 1.3 million posts related to Jungkook were recorded on X (Twitter), strongly proving the so-called “Jungkook Effect.”
Esquire summed up his impact by calling Jungkook “a truly Golden entity.” With such influence, it is no surprise that top luxury brands around the world are eager to collaborate with him. However, after Calvin Klein, so far only Chanel Beauty has managed to secure the Golden Maknae of BTS as a partner.
Recently, fans have begun to suspect that another major name may soon be added to that list: luxury Swiss watch brand Hublot!
The speculation arose after fans noticed that several high-ranking executives from the brand recently followed BigHit Music and Jungkook on Instagram, including Chief Marketing Officer Mickael Berend and CEO Julien Tornare. Around the same time, a countdown page titled “Jungkook Countdown Event” appeared on Hublot’s platforms.
Previously, Hublot had sent invitations to multiple VIP guests for the unveiling of their new global brand ambαѕѕador, scheduled for Thursday, February 12, in Seoul. Some invitees shared their invitations on Instagram, subtly hinting with phrases like “K-pop star” or tagging Jungkook’s solo songs such as Dreamers and My You, strongly suggesting a collaboration.
Notably, in a promotional video for the event, fans also spotted a brief moment where Jungkook’s portrait appeared.
All these clues have led fans to strongly suspect that the new global ambαѕѕador set to be introduced by the Swiss luxury watchmaker is none other than BTS’s Golden Maknae. The news is currently spreading rapidly within the fandom, sparking huge excitement as fans expressed:
- We are getting that new ambαѕѕador announcement. OMG I'm so excited
- This is getting real. I need money for new watch. omg be ready everyone
- Luxury brands keep circling BTS for a reason. Influence at that level is rare
- Hublot is the official timekeeper for FIFA, so it makes sense. Jungkook x Hublot let's go
- Kookies are getting the back. Wowwwwww! CAN'T WAIT
- YESS jungkook looks soooo good in wristwatches
- I'm sensing he'll be an ambαѕѕador soon. This is so insane
- Oh jungkook's new ambαѕѕador announcement is coming soon. Hublot!!! Is this crazy?
- Jungkook x Hublot is such a powerful luxury combo!
- Golden Maknae becoming the face of a Swiss luxury watch brand?? THIS IS HISTORY IN THE MAKING!
- Hublot executives following him, the countdown, the hints… I’M SCREAMING. This is going to be huge!
