Whether edgy or sophisticated, Korean stars hold both fashion qualities in the palm of their hands, allowing them to dominate magazine covers and the front rows of global fashion shows. Luxury markets are now embracing the Hallyu wave more than ever, simultaneously proving the influence and dominance of Korean celebrities, and the world of haute holorgerie and its maisons are no exception. From Omega to Jaeger-LeCoultre, here are some of the Korean stars who have been appointed as ambassadors of international luxury watch brands.
Park Bo-gum for Omega
Expanding its roster and joining globally renowned actors like Nicole Kidman and George Clooney, Omega recently appointed Park Bo-gum as its newest global brand ambassador. The actor is known for his roles in Reply 1988 and Love in Moonlight, and it seems Park’s elegance and timeless charm match the Swiss watchmaker’s legacy of precision and excellence. Park had been seen wearing Omega timepieces at public appearances and international events prior to the official announcement. The partnership coincides with his highly anticipated return to acting projects and growing global presence.
Suzy for Longines
Longines named Suzy as its Ambassador of Elegance in 2023, anchoring the brand’s long-standing vision on grace and timeless beauty. Suzy has consistently worn the brand’s timepieces at premieres, events, and campaigns over the years, and her enduring appeal is the suitable embodiment of the heritage. The partnership continues alongside her steady presence in both acting and music, cementing her status as a classic icon.
Han So-hee for Omega
Han So-hee joined Omega as its global ambassador in 2022, bringing a fresh and contemporary edge to the historic watch house. Omega praises her confidence and modern femininity, reflecting the brand’s vision of strength. She frequently appeared in Omega watches at red-carpet events and fashion editorials ahead of the announcement. The collaboration aligns with her rising international profile and continued success across film, television, and fashion.
Wi Ha-jun for TAG Heuer
Wi Ha-jun was named TAG Heuer’s brand ambassador in 2023, and his dynamic and bold charisma aligns with the Swiss watchmaker’s performance-driven identity. The ambassadorship follows his breakout international recognition after starring in the record-breaking series, Squid Game, and concertedly growing influence beyond Korea.
Danielle Marsh for Omega
Another Korean watch ambassador in the Omega family is Danielle Marsh from NewJeans. Make no mistake, her appointment is a strategic bridge between luxury watchmaking and influence on the younger generations. Omega celebrates her youthful confidence, global appeal, and effortless versatility, which go hand-in-hand with Danielle’s rising fashion presence.
Ji Chang-wook for Rado
To complement Rado’s reputation for innovation and durability, the brand appointed Ji Chang-wook as its ambassador, where the star’s versatility and strength mirror the brand’s focus on high-tech materials and modern design. For the Rado True Square Open Heart x Ji Chang-wook Limited Edition collaboration that was unveiled this year, the South Korean actor shared, “Rado has a diverse, many-sided image. It’s formal and rigorous, but also very active and casual. As an actor, I also have to show different aspects of myself. In that sense, I feel we are very similar, Rado and I.”
Kim Woo-bin for Jaeger-LeCoultre
Jaeger-LeCoultre praises Kim Woo-bin’s depth and understated sophistication, anchoring his embodiment as the brand’s ambassador. The newlywed actor’s ambassadorship also reflects his strong comeback and renewed presence in both hit Korean dramas and luxury fashion.
Jung Kook for Hublot
K-pop idol Jung Kook of BTS broke the internet after his Global Ambassador announcement for Hublot on February 12, 2026, in Seoul. The partnership symbolises a fusion of watchmaking innovation and modern music influences. Recently discharged from the completion of his military service in January 2026, the singer stands firm on his plan to re-enter the industry with the high-profile collaboration, marking a significant milestone in his career.
Cha Eun-woo for Chaumet
Known for its rich heritage and timeless designs, Chaumet finds an ideal representative in singer and actor Cha Eun Woo. His refined charm and charismatic presence complement the brand’s aesthetic, blending his natural allure with the intricate craftsmanship of the jewellery. He became the French jeweller’s brand ambassador in 2022, fronting several Chaumet campaigns, including one with his fellow Astro bandmates.
Jisoo for Cartier
Blackpink Jisoo’s ambassadorship announcement in 2022 cements the singer’s participation in Cartier’s Panthére community, which includes model Mariacarla Boscono, Peaky Blinders actress Annabelle Wallis, and Taiwanese actor Chang Chen. “When we wanted to embody the magnetic aura of the panther, our attention was instinctively drawn to Jisoo,” said Cartier’s senior vice president and chief marketing officer, Arnaud Carrez.
Read here to see Thai luxury watch ambassadors and here for more watch articles.