South Korean actor Byeon Woo Seok was officially selected as the newest brand ambassador for Italian luxury jewelry house BVLGARI on Monday (May 11, 2026). This appointment coincides with the actor's skyrocketing popularity thanks to his latest drama, "Perfect Crown."
As reported by Soompi, Byeon Woo Seok joins a list of other top South Korean stars who have already represented the brand, such as BLACKPINK's Lisa and IVE's Jang Wonyoung. This decision follows the actor's immense success, from starring in 2024's Lovely Runner to his role as Prince Ian this year.
BVLGARI management explained that the former model was chosen based on his image and dedication to his career in the acting industry. Byeon Woo Seok's personal characteristics were deemed to align with the company's artistic vision.
"Byeon Woo Seok's classy visuals, his unmatched presence, and the sincerity he displays through his acting projects perfectly align with the artistic and creative values of this fashion house," said a statement from a BVLGARI representative shared today, Monday (May 11, 2026).
In addition to the official announcement, the luxury brand also shared promotional materials featuring Byeon Woo Seok wearing a collection of premium jewelry and watches. One of the products highlighted was the Bvlgari Octo Finissimo watch, which features an ultra-thin design.
According to information from the official BVLGARI website, the watch the actor showcased measures just 5.15 mm thick and measures 40 cm in diameter. This exclusive product is priced at €17,700 per unit.
Prior to his collaboration with BVLGARI, the actor, often nicknamed the "CF King," had been trusted as an ambassador for numerous renowned brands across various sectors. As of 2024, he has collaborated with other world-class fashion houses such as Prada and Cartier.
Byeon Woo Seok's list of commercial partnerships spans everyday fashion, beauty, and culinary. Some of his brands include Giordano, Bench, Clinique, Physiogel, and major corporations like LG Electronics and NH Nonghyup Bank.
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