Cover Watches, fragrance counters and front rows: in 2026, Jungkook’s presence moves through three distinct corners of the luxury market, each partnership revealing a different facet of his global reach (Photo: Calvin Klein/Instagram)
Watches, fragrance counters and front rows: in 2026, Jungkook’s presence moves through three distinct corners of the luxury market, each partnership revealing a different facet of his global reach (Photo: Calvin Klein/Instagram)
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Inside Jungkook’s brand collaborations for 2026, from Swiss watchmaking at Hublot to Chanel Beauty and Calvin Klein
In 2026, Jungkook’s brand collaborations are defining how pop culture intersects with luxury living. Beyond music, Jeon Jung‑kook, the South Korean singer and songwriter best known as a member of BTS, has become a fixture in watches, beauty and fashion, appearing in campaigns, editorials and events that reach audiences worldwide. His partnerships with Hublot, Chanel Beauty and Calvin Klein offer a glimpse into how global icons navigate the worlds of style, grooming and high-end accessories. From the precision of Swiss watchmaking to the minimalism of American fashion and the sensory appeal of French fragrances, these collaborations highlight the lifestyle elements fans and consumers can engage with directly, from product launches to curated experiences.
Hublot
Swiss watchmaker Hublot announced Jungkook as its global brand ambassador in February 2026, positioning him alongside an existing roster of figures from sport and design. The appointment was marked by an event in Seoul and a statement from Hublot that framed the partnership as a convergence of creative identities, linking the brand’s heritage in modern horology with Jungkook’s artistic evolution. The timing coincided with the launch of Hublot’s reinvigorated Big Bang Original Unico, a model the maison described as built layer by layer, mirroring the notion of artistic construction. Hublot has emphasised its philosophy of “fusion”, originally expressed through its combination of materials such as gold and rubber, and has referenced this in explaining its choice of ambassador as part of its broader narrative.
Above The Hublot Big Bang Original Unico in titanium, worn by Jungkook for the brand’s 2026 campaign (Photo: Hublot)
The Hublot Big Bang Original Unico in titanium, worn by Jungkook for the brand’s 2026 campaign (Photo: Hublot)
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About the Big Bang Original Unico on Jungkook’s wrist
Central to Jungkook’s role in the Hublot ambassadorship is the Hublot Big Bang Original Unico, the watch featured across promotional imagery tied to the 2026 campaign. The Big Bang Original Unico is a re-envisioned take on one of Hublot’s most recognisable references, launched to celebrate 20 years of the Big Bang legacy while establishing a permanent place in the maison’s core collection. The design retains signature elements such as the six unaligned H-shaped screws on the bezel and multi-layered case architecture that defined the original Big Bang, refined for contemporary wear. The case measures 43 mm in diameter and is offered in multiple material executions, including titanium, Black Magic ceramic, titanium ceramic and King Gold ceramic, each reflecting Hublot’s “Art of Fusion” philosophy that pairs contrasting materials for strength and visual depth.
At the heart of the Big Bang Original Unico is Hublot’s in-house MHUB1280 Unico movement, a self-winding flyback chronograph calibre with a column wheel and dual-clutch system visible through a sapphire caseback. This movement runs at 4 Hz and delivers approximately 72 hours of power reserve. The dial design evokes depth with layered patterns and impeccably finished surfaces, and the overall construction balances ergonomic comfort with technical presence on the wrist. Water resistance is rated at 100 metres across the range, and the watch is fitted with a structured rubber strap secured by a deployant clasp that matches the case material. The combination of integrated manufacture calibre and thoughtful material choices positions the Big Bang Original Unico as both a demonstration of Hublot’s watchmaking capabilities and a focal point of the 2026 Jungkook brand collaborations campaign.
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Chanel Beauty
Chanel Beauty appointed Jungkook as a global ambassador for its Fragrance & Beauty division in December 2025, with the association continuing into 2026. Chanel confirmed the partnership through official channels, highlighting its intent to work with an artist whose global reach aligns with its brand narrative. Jungkook commented on the significance of representing a maison known for balancing heritage and modernity, framing the collaboration as meaningful within his own creative trajectory. Chanel executives also spoke to his capacity to connect with audiences worldwide, which factors into the strategic logic of the partnership.
Jungkook has specifically referenced Bleu de Chanel Eau de Parfum as a fragrance he uses and appreciates for its expression of presence, as well as Chance Eau Splendid Eau de Parfum, Les Exclusifs de Chanel Beige and Les Exclusifs de Chanel Gardenia. His appearances in Chanel photo shoots also align with the visual narrative of the brand’s campaign in Paris and underscore his role as global ambassador for Chanel Beauty and Fragrance.
Calvin Klein
Recently, Jungkook’s collaboration with Calvin Klein took a distinct turn with a Spring 2026 denim campaign that placed his ongoing relationship with the brand firmly in the spotlight. The collection, unveiled on 24 February, centres on denim as a cornerstone of contemporary dressing, showcasing classic silhouettes such as the 90s Straight and Baggy jeans, alongside reinterpretations of the brand’s iconic Trucker jacket in elevated washes. Casual logo tees and oversized bombers sit with these as complementary pieces, forming a visual narrative that places lived-in comfort and modern style at the heart of Calvin Klein’s seasonal offering. The campaign was directed and photographed by Mert Alas, whose imagery threads Jungkook’s personal aesthetic into the brand’s established visual language.
Above Jungkook for Calvin Klein Jeans and Underwear, first unveiled in 2023, continues through 2026 (Photo: Calvin Klein/Instagram)
Above From denim to minimalist tailoring, Jungkook’s ongoing Calvin Klein collaboration spans seasonal campaigns and runway moments (Photo: Calvin Klein/Instagram)
Jungkook for Calvin Klein Jeans and Underwear, first unveiled in 2023, continues through 2026 (Photo: Calvin Klein/Instagram)
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The campaign’s film and stills present Jungkook moving through dynamic, city-inflected scenarios that fuse fashion with music and performance, occasionally punctuated by choreography and cameo appearances. Campaign materials reveal nods to vintage aesthetics, balanced with modern styling choices across denim and outerwear that are aligned with Calvin Klein’s minimalist legacy. Jungkook’s involvement follows his tenure as a global ambassador for the brand, a role he has held since 2023, and marks another iteration of their commercial partnership. The ongoing collaboration continues to surface at key moments such as New York Fashion Week appearances and global campaign roll-outs that reflect broader lifestyle and style conversations around denim, layering and everyday fashion.
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Chonx Tibajia is a senior editor at Tatler Asia’s T-Labs team, where she writes widely on lifestyle subjects including beauty, style, entertainment and travel. She has a long career in journalism, including roles as a columnist at The Philippine Star, and is the founder of the creative platform Pineappleversed. Beyond Tatler, her bylines appear in regional lifestyle and business publications, showcasing a broad portfolio that spans beauty trends, travel guides and culture pieces.
