‘Anyone who hates me or the brand can call me’: Hublot CEO on critics, BTS’ Jungkook and new directions

Julien Tornare is embracing controversy as fuel for a bolder, more emotional brand. Read more at straitstimes.com.

SEOUL – It is a cold February morning in Seoul, but Mr Julien Tornare feels as though it is Christmas Day.

In an elegantly appointed suite at the Josun Palace hotel in the ritzy Gangnam district, the chief executive of Hublot is buzzing with the unmistakable energy of a man about to unveil big news.

For someone who has spent more than 25 years in Swiss watchmaking, that buzz of anticipation is revealing.

Within hours, Hublot will unveil Jungkook of K-pop phenomenon BTS as its newest global ambassador – a move that signals not just the band’s return to music after a four-year hiatus, but also the direction Mr Tornare wants to take the brand next.

In a country packed with pop idols, he is clear why Hublot went straight for Jungkook. 

Dubbed the Golden Maknae (youngest member with all-round talent), the 28-year-old has dominated global charts with solo releases and fronted major campaigns for fashion labels including Calvin Klein. As a Hublot ambassador, he joins a high-profile roster which includes Jamaican sprinting legend Usain Bolt, Serbian tennis star Novak Djokovic and Chinese classical pianist Lang Lang.