Cover ITZY is the new global ambassador for Casio's G-Shock
ITZY is the new global ambassador for Casio's G-Shock
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Luxury brands everywhere are riding on the fame of South Korean stars, and these watch brands are no different
Casio has just announced that South Korean girl group ITZY as its global brand ambassador for G-Shock. Comprising five members—Yeji, Lia, Ryujin, Chaeryeong, and Yuna—the group has produced such massive hits as Dalla Dalla, which scored one of the biggest debuts on Billboard when it was released in 2019, entering at No.3 on the World DIgital Songs Sales Chart.
Read more: Meet the 7 members of Babymonster
As the latest appointment shows, K-fever in the luxury world doesn't look like it's subsiding anytime soon. From musical acts like the members of Blackpink and Suga to TV and movie stars like Lee Dong-wook and Song Hye-kyo these stars have huge endorsement deals with fashion and beauty brands.
Watch brands are also wising up and engaging Korean stars to build awareness and prestige. Here are eight more that are riding high on K-fame.
Wi Ha-joon for Tag Heuer
A Tag Heuer ambassador since 2022, the popular actor is best known for his performance as Jun Ho in Squid Game.
Han So-hee for Omega
Above Han So Hee at Omega Her Time exhibition in Bangkok
Han So Hee at Omega Her Time exhibition in Bangkok
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The World of the Married actress will next appear in the highly anticipated series, Gyeongseong Creature.
See also: Han So Hee on working with Omega
Hyun Bin for Omega
Above Hyun Bin in Omega's Speedmaster '57 campaign
Hyun Bin in Omega's Speedmaster '57 campaign
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The Omega ambassador recently became a father, welcoming a baby boy with wife Son Ye-Jin, who was also his co-star in Crash Landing on You.
aespa for Chopard
Above aespa modelling Chopard Happy Diamonds watches
aespa modelling Chopard Happy Diamonds watches
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The SM Entertainment girl group made a splash with its debut single Black Mamba in 2020 and ended the year 2022 as one of the top acts on Billboard.
Suzy for Longines
Above Suzy is the ambassador of elegance for Longines
Suzy is the ambassador of elegance for Longines
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The former member of K-pop group Miss A is now an award-winning actress with such credits as Vagabond and While You Were Sleeping.
Don't miss: The best new luxury watches in February 2023
Lisa of Blackpink for Bulgari
Above Lisa of Blackpink wearing the Bulgari Bulgari x Lisa limited edition watch
Lisa of Blackpink wearing the Bulgari Bulgari x Lisa limited edition watch
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Jisoo of Blackpink for Cartier
Above Jisoo of Blackpink
Jisoo of Blackpink
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Jisoo joined the Cartier Panthère community in June last year.
Kong Hyo-jin for Piaget
Above Kong Hyo-Jin in a Valentine's Day campaign for Piaget
Kong Hyo-Jin in a Valentine's Day campaign for Piaget
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Actress Kong Hyo-Jin embodies the elegant, stylish and independent spirit of today's Piaget woman.
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Brian Cheong leads the watch (Tatler GMT) and jewellery content at Tatler Malaysia, combining sharp editorial insight with years of luxury lifestyle experience. A seasoned journalist in luxury watches based in Kuala Lumpur, Brian had previously helmed World of Watches, Men's Folio and Prestige Malaysia.
