On 24 September 2026, Jung Kook of BTS stepped into the Hublot Ginza Boutique for the first time as the Maison’s Global Brand Ambassador. Julien Tornare, Chief Executive Officer of Hublot, travelled from Switzerland to welcome him, and the day closed with Hublot Night at Ginza Sony Park.
Ginza is the address where Tokyo’s great Maisons meet the city’s most discerning clients, and on a late September afternoon it became the stage for a meeting between two worlds that Hublot has long brought together: fine watchmaking and contemporary culture. Jung Kook, appointed Global Brand Ambassador in February 2026, chose the Ginza boutique for his first visit to a Hublot address in Japan in that role, a few days after the Big Bang Reloaded campaign that took over Tokyo.
Hublot at a Glance
- Founded in 1980, when a gold watch case met a natural rubber strap for the first time, giving rise to the Art of Fusion.
- Named for its porthole-shaped bezel and exposed screws, a signature carried by every Big Bang since 2005.
- Home to the Unico, Meca-10 and tourbillon in-house calibres, developed at La Manufacture in Nyon.
- Three pillars: Big Bang, Classic Fusion and the Exceptional Timepieces.
- Eligible timepieces purchased from 1 January 2026 carry a five-year warranty, extendable to ten years through the Hublotista programme.
Hublot, 1980-2026: Nine Milestones
A Welcome on the Streets of Ginza
On the day, many admirers gathered along the pavement in front of the boutique, phones raised, hoping to catch a glimpse of the artist. When Jung Kook stepped out of the car, loud cheers rose from the crowd. He answered with a smile, acknowledged the fans around him and made his way into the boutique, where Julien Tornare welcomed him.
The presence of the Chief Executive Officer gave the afternoon its meaning. Julien Tornare had made the journey to Japan to coincide with the visit, a gesture that speaks of the place Japan holds in the story of the Maison. In his own words, later that evening, Japan is “a market that has embraced our bold vision and daring design codes from the very beginning.”
Inside the Boutique, a Signature Left Behind
The Hublot Ginza Boutique presents the full breadth of the Maison: its emblematic collections, its latest creations and rare limited editions. It is conceived as a place to discover Hublot up close, from the innovative use of materials to the distinctive design language and the craftsmanship visible in every detail.
Jung Kook took his time. He showed great interest in the timepieces on display and looked closely at a variety of models, his own watch on the wrist, with its transparent case and pale blue strap, catching the light of the showcases. Then came the gesture that turned a visit into a memento: he added his signature to his own visual displayed inside the boutique. The signed visual now stands as a special memento of his first visit, surrounded by the diverse collections of the Maison.
Hublot Night at Ginza Sony Park
The celebration continued that same evening in the heart of Ginza, at a transformed Ginza Sony Park. Hublot Night opened with a photo call welcoming prominent figures of Japanese culture, among them Ryota Katayose, Oji Suzuka, Kota Nomura, Yu Yamada, Mizuki Yamamoto and Rola. The defining moment came when Jung Kook appeared on the second floor of the venue to greet the fans, before joining the photo call on the ground floor. The scene was broadcast live on the large outdoor screen of Ginza Sony Park, carrying the celebration out into the streets of the district.
Inside, circular displays designed for the occasion told the technical story of the Maison: Unico manufacture calibres, high-complication movements, advanced ceramic raw materials and intricate watch components. Jung Kook toured the exhibition before joining Julien Tornare on the main stage for a shared photo session. A photo booth inspired by the Hublot logo and its movements, a live DJ set and a bespoke bar completed an evening that blended horology with contemporary culture.
“It is an incredible joy to be in Tokyo and to share this unforgettable night with Hublot and all the fans here in Ginza,” said Jung Kook, thanking Julien Tornare for travelling to join the evening.
An Ambassador Shaped by Fusion
The choice of Jung Kook rests on a shared idea. Hublot describes its Art of Fusion as the meeting of different materials and ideas to create timepieces that challenge convention. The artist’s own path follows a similar logic, in a constant pursuit of new forms of expression that blends genres, cultures and emotions.
Readers in the Gulf will remember him on the opening night of the FIFA World Cup Qatar 2022, performing “Dreamers”, the official soundtrack of the tournament. His solo career has since gathered remarkable momentum: “Seven (feat. Latto)”, released in July 2023, debuted at the top of the Billboard Hot 100, and his first solo album, GOLDEN, entered the Billboard 200 in second place in November 2023.
For Hublot, the afternoon in Ginza and the evening at Ginza Sony Park formed a single chapter: an ambassador meeting the clients and admirers of the Maison in a country that holds a foundational place in its history, and a boutique now carrying his signature.
Frequently Asked Questions
When did Jung Kook visit the Hublot Ginza Boutique as Global Brand Ambassador?
Jung Kook visited the Hublot Ginza Boutique on 24 September 2026 for the first time in his role as the Maison’s Global Brand Ambassador, coinciding with Hublot Night at Ginza Sony Park.
What are the three pillar collections of Hublot?
Hublot’s three pillars are the Big Bang, Classic Fusion, and Exceptional Timepieces. The Big Bang, recognizable by its porthole-shaped bezel and exposed screws, has been a signature since 2005.
What in-house calibres does Hublot develop at its La Manufacture?
Hublot develops the Unico, Meca-10, and tourbillon in-house calibres at La Manufacture in Nyon, which are showcased as part of the Maison’s technical excellence.
